A sneak peek of the complete story:
The Brand: Nestle KitKat
KitKat’s objective behind using Instagram
KitKat’s strategy for Instagram marketing
The Success: 42-point rise in ad recall and 6-point rise in message association
The Brand: Nestle KitKat
Nestlé is a Swiss transnational food & beverage company headquartered in Vevey, Vaud, Switzerland. It is the largest food company in the world measured by revenues. KitKat is one of Nestlé’s most successful chocolate brands.
KitKat wanted to connect with a passionate audience in India and wanted to amplify the ad campaign among them for which it used Instagram and saw a 42-point rise in ad recall and 6-point rise in message association after the successful execution of the campaign.
KitKat’s objective behind using Instagram
Every year, 12 billion KitKat fingers are sold around the globe. The brand recently launched premium ‘slow churned’ chocolate, KitKatSenses and they wanted to generate awareness about it among a passionate audience in India by amplifying the message using website clicks and video views.
They used the social media outlet Instagram to magnify its ‘Celebrate the Breakers’ campaign and drive awareness as well as message association among passionate 15 to 34-year-old Instagrammers.
KitKat’s strategy for Instagram marketing
Global confectionery brand KitKat launched a new global ad campaign for presenting a fresh outlook on the well-known tag line ‘Have a break, have a KitKat’. The new idea focused on ‘Celebrate the breakers’, for identifying many different types of breaks that ‘breakers’ take. The campaign was executed with the help of animated videos that tried to bring each break alive using KitKat fingers. The brand found Instagram to be the ideal platform to tell this story visually.
For almost 7 weeks the food & beverage company shared a series of photo ads with the hashtag #mybreak that featured people enjoying different kinds of breaks, like listening to music, snoozing at their desk and partying all night.
As Instagram is already the go-to-share junction where people share their moments & experiences throughout their day, KitKat’s photos appealed its audience well and resonated strongly with them.
The Success: 42-point rise in ad recall and 6-point rise in message association
The campaign after 7 weeks exhibited awesome results with a 42-point spike up in ad recall and 6-point spike up in message association.
