FMCG Instagram case study: KitKat ‘celebrates the breakers’ in India push

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Global confectionery brand KitKat used Instagram to connect with a passionate audience in India, getting a 42-point lift in ad recall and 6-point lift in message association.

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Case study summary

• Nestlé used Instagram to amplify campaign among passionate 15 to 34-year-olds in India

• Animated videos brought each alive using KitKat fingers

• The successful campaign saw a 42-point lift in ad recall and 6-point lift in message association.

The challenge

Each year, 12 billion KitKat fingers are consumed around the globe. KitKatis one of Nestlé’s most successful chocolate brands in India, with the brand recently releasing a premium “slow churned” chocolate, KitKatSenses.

Magnifying the message Nestlé wanted to use Instagram to amplify its ‘Celebrate the Breakers’ campaign, to drive awareness and message association (using website clicks and video views) among passionate 15 to 34-year-old Instagrammers.

The solution

Nestlé launched a new global advertising campaign to provide a fresh take on the well-known tag line ‘Have a break, have a KitKat’. The new concept focused on ‘Celebrate the breakers’, to recognize the many different types of breaks that ‘breakers’ take. The concept was captured using animated videos where each break was brought alive using KitKat fingers. For Nestlé in India, Instagram was the ideal platform to tell this story visually.

The results

Over a period of 7 weeks, the brand shared a series of photo ads with the hashtag #mybreak, featuring people enjoying different kinds of breaks, like snoozing at their desk, listening to music and partying all night.

As Instagram is already a place where people go to share their experiences and moments throughout their day, KitKat’s photos resonated strongly with its audience. The successful campaign saw a 42-point lift in ad recall and 6-point lift in message association.

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