13MM+ Users Got a Musical KitKat Break Courtesy JioSaavn & Nestlé
OBJECTIVE: Drive Awareness and Engagement with the Brand
During the pandemic, consumers across the country spent their days navigating through work and studies. This meant longer hours logged onto video meetings and learning sessions.
Nestlé KitKat wanted to offer consumers a much-needed break from their hectic days. The popular chocolate brand turned to JioSaavn to offer a fresh take on their popular tagline “KitKat Break Banta Hai”, and get consumers engaging with them.
STRATEGY: Combine JioSaavn & KitKat’s Key Offerings to Give Users a Musical Break
JioSaavn devised a multi-channel activation for Nestlé KitKat. Titled Musical Breaks, the strategy inspired millions of young Indians to take uninterrupted breaks accompanied by their favorite tunes. Thus, returning to their day feeling rejuvenated.
The association kicked off with 25MM JioSaavn Pro co-branded KitKats which were distributed across target markets. These co-branded bars met consumers right where they were and offered them a chance to win a month’s worth of non-stop ad-free streaming on JioSaavn. This amplified KitKat’s message across millions of consumers across the country and offered them relief, all chocolate coated and wrapped up in INR 10.
Next, it was time to let the music play on JioSaavn — literally. Nestlé curated their own space within the app by leveraging the Brand Channel experience. Titled Break Zone, the brand housed playlists across 4 key moods that were synonymous with break time, as suggested by our streaming insights. Break Zone offered 100% Share of Voice to Nestlé truly enhancing the branded experience for listeners. A total of 8 playlists were curated across 2 languages — English and Hindi, and 4 moods — Romance, Chill, Dance, and Nostalgia. This acted as the one-stop destination for listeners to enjoy their break time with KitKat.
The campaign then took advantage of JioSaavn’s multi-format ad experiences to maximize reach and engagement. Nestlé took over Maximus and offered break-time inspiration to listeners right at the app launch. With an extensive homepage presence, the always-on Showcase experience was customized to house multiple swipeable banners atop the app. The brand also enjoyed a premium editorial presence so listeners could stream their break-time playlist right from the homepage.
Finally, audio spots amplified the campaign to new heights as JioSaavn’s Native Audio Spot took over to provide Nestlé with multiple branded touchpoints for 15 whole minutes! Whether the listener was streaming or browsing, KitKat was there to greet them.
IMPACT: A Hit-Record
Being Nestlé’s first digital audio campaign, the brand hit gold.
The campaign measured an impressive 13MM+ reach on JioSaavn with 6MM+ audio spots delivered and a high 2% CTR. The brand not only surpassed the goal of awareness but also excelled at engaging listeners app-wide. With an engagement rate of 5.6% across all touch-points, Break Zone allowed Nestlé to spend 1.2MM+ minutes of playtime with listeners.
In closing, consumers knew that Life hai, KitKat Break Banta Hai. And, if you want to connect with millennials, partnering with JioSaavn banta hai!
Want to kickstart your advertising journey on JioSaavn today? Reach out to us at advertising@jiosaavn.com.
