After a strategic in person discussion with the Reese's team about their upcoming Halloween Skeleton Dance campaign, they decided to say bye to TikTok and go all in and "Release the Reese" on YouTube Shorts with 15 YouTube Creators. This was Reese's first ever YouTube Shorts campaign, and based on its success, Hershey pivoted to a YouTube first strategy committing to including Shorts on every media plan for all 25 of their Brands in 2024. This campaign was also featured as a best in class example on YouTube's blog in the Culture & Trends post "A year on YouTube: Takeaways from great ads of 2023".