Social Media Campaign — Case Study — Electronics/Mobiles — KitKat — #SlowIsBetter




Objectives of the Campaign:

The social media campaign “Slow is Better” for the brand KitKat had following objectives:

  • To promote the newly launched variants of the famous chocolate KitKat. To create a buzz around the new variants of chocolates and engage the audience with the brand. To create a rapport of the brand in the market and recruit new customers for the chocolate.

Strategy of the Campaign:

  • KitKat India associated with ICC as one of the sponsors of ICC World Cup 2015. The brand integrated this association with its digital and other advertisements. There was a television commercial broadcasted during the matches. The video showcased the hectic schedule and lifestyle of people today; where in the brand urged to take a break and reconnect with your senses by having the new KitKat Senses. For creating a buzz on the social media, the TVC was uploaded on YouTube and shared across social media. There was a contest kept for the users on Twitter. The users were asked to guess the slowest ball to take a wicket during the #IndVsPak match and stand a chance to win e-shopping vouchers. The grand prize for the contest was 10 cricket bats personally autographed by Rahul Dravid. For engaging users on Twitter the India vs South Africa match was live commented on the twitter handle of KitKat in a funny manner. Visuals depicted an animated KitKat bar making happy gestures at key moments of the match. The brand also engaged with the ICC campaign #MaukaMauka in order to get a better outreach of the campaign.

Key Messages of the Campaign:

Key Creatives of the Campaign:

Videos of the Campaign:

Results of the Campaign:

The results of the KitKat social media campaign — #SlowisBetter were:

  • People engaged with the brand and participated in huge numbers. The TV commercial got popular and people started seeking for the chocolate in the market. The commercial built up on YouTube garnered more than 1.2 million views. The funny commentary for the match engaged a lot of users. People re-tweeted the post with their comments throughout the match.

What worked in the Campaign:

After analyzing the complete case study of the social media campaign #SlowIsBetter, here are the following key points which we felt worked very well for the campaign.

  • The process of keeping the chocolate for 12 hours so that the taste of the chocolate gets enriched with delighted taste, the name of the campaign was very well decided to be Slow is Better. This name gave the idea for the taste and quality of the new variants of KitKat. The contest and gratification for the winners were helpful in order to engage people and attract new customers for the chocolates. The real time commentary and updates became an interesting part of the contest which users liked to share and express their feelings along with it. The integration of the campaign Slow is Better with ICC’s “Mauka Mauka” helped KitKat to raise its outreach of the campaign and invite more people to participate in it. The message showcased in the commercial “Reconnect with your Senses” also impacted the persona of users who never care about themselves due to their work.

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