Kit Kat’s break with Twitter
Kit Kat has been inseparably related to refreshment ever since it propagated its tagline ‘Take a Kit Kat break’ and the legacy continues. The ways of taking a break has changed considerably over the past decade and the present Kit Kat lovers are usually huddled over social media platforms, in a moment of relaxation. Kit Kat, however, intends to stick firmly to its promise ‘Whoever you are, however you break, we have a break for you’. Keeping the digital trends in mind, Quasar, the digital marketing agency, partnered with Twitter for Nestle’s Kit Kat to create a five day campaign- ‘#MyBreak’.
Objective
People consume content on Twitter but the content is same for all, irrespective of their moods or situations. Everyone is resigned to accepting this as the conventional way of taking a break. But, Quasar planned to differ from the general norm and therefore generate brand impression through unique content.
Strategy
Spontaneity is the key to generate novelty:
A rare and unconventional approach to use Promoted Trends was taken by changing it every hour. # MyBreak with Traffic, #MyBreak with Rain were some of the featured trends depending on what was being talked about.
Planning & execution
The agency was prepared with potential content and templates to wrap around live trends even before the campaign broke. This facilitated seamless integration and hiked the users’ interest.
Personalisation of content
Personalizing the content depending on users interaction with @KitKatIndia and what’s trending to ensure users have a relevant, contextual, live and enriching break every time they check the platform and give them a never seen before unique experience
Results
With their ready creativity and interesting content generation, @KitKat India accomplished commendable results. The campaign received more than 40 million impressions, and trend impressions approximated to 16 million, almost 16 per cent more than that of regular promoted trends. There was a 33 per cent increase in followers of KITKAT India in 1 week.
Speaking about the campaign Saugata Bagchi, Business Head, Quasar said, “People often come to twitter to take a break and with KitKat’s positioning of “taking a break” we knew we had a great story to tell. However, it needed to be done unconventionally to create buzz. Using interesting creative formats that haven’t been used before on twitter, we’ve tried to create a campaign that people will find interesting & relevant and at the same time communicate the brand narrative well.”
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