Confectionery giant Hershey’s has embarked on an influencer marketing strategy to promote its latest product novelties like the new KitKat flavors Apple Pie, Key Lime Pie, and Birthday Cake. The company has selected influencers who genuinely enjoy its products to share authentic experiences with audiences.

“The Hershey Company has not historically been very active with the influencer world,” said Jessica DuQuesne, Brand Manager at Hershey’s told PR Daily. “We leveraged influencers because we wanted to share something new and exciting, and make sure everybody could hear the news about the KitKat flavors.”

Hershey’s is not the only one tapping into the power of influencer marketing. Retail giant Walmart has also utilized local influencers to highlight its product offerings while fostering stronger customer connections and boosting employee morale through initiatives like recognition programs.

The shift towards influencer-driven marketing extends beyond just product promotion – it drives tangible business results and brand loyalty. SheSpeaks, a key Hershey’s partner, underscores the importance of fair compensation for the influencer workforce, which is predominantly female despite men earning 30% more on average.

“We feel very strongly that it is important for women to get what they deserve in terms of getting paid,” said SheSpeaks CEO Aliza Freud. “This is a big initiative for us and our team, and we are lucky to have partners like Hershey’s that care about the same things we do.”

The collaborative efforts between major brands like Hershey’s and Walmart and influencing partners like SheSpeaks signal a paradigm shift in marketing. Beyond promoting products, the goal is to craft authentic narratives, cater to diversity, and empower voices that resonate with modern audiences.

“Disingenuous advertising has become a thing of the past,” noted Ian McLachlan, a conference attendee from Tulane University. “As Hershey’s has caught on to, consumers respond more to other consumers promoting products in an authentic way.”

Hershey’s continues its strategy with soon-to-launch KitKat varieties like Chocolate Frosted Donut and DUOS Strawberry + Dark Chocolate hitting shelves. Influencers will likely give consumers an early taste before the products roll out widely.

By leveraging influencers, Hershey’s and Walmart aim to deliver strong marketing impacts that drive product awareness, foster brand loyalty, and engage audiences through authentic storytelling.