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KitKat
KITKAT White uses top youth trends to reach young people

RAN IN: Russia

CLIENT
Nestle Russia LLC

AGENCY
J. Walter Thompson Russia *Lead Agency


Zenith Russia


Performics


SUMMARY

Modern youth is terribly spoiled by brands. Trying to win their attention in social networks, companies create so much content for young people that millennials do not watch half of the advertising videos to the end. And, of course, don't watch them again and don't show them to friends. KITKAT White decided not to flirt with young people, but to trick them in a smart way. Seven short videos, skillfully camouflaged as regular posts in the feed, have become a breakthrough in the struggle for the attention of young people. The campaign broke two records at once: the VTR score reached 56% which was unheard of for VKontakte. And there were even more "free" views of KITKAT White videos: 63% - against the maximum market level of 30%.

CASE VIDEO


Audience: Young people of 16-35 y.o. who are constantly online, active users of VKontakte social network (KITKAT and VKontakte target audiences coincide by 92% (Social networks in Russia, Summer 2017: figures and trends (http://blog.br-analytics.ru/sotsialnye-seti-v-rossii-leto-2017-tsifry-i-trendy/), Analytical report "KITKAT target audience monitoring 2016", LLC Nestle Russia 2016)).

Objectives: We have set ambitious goals in efficiency evaluation right from the start: 1. To exceed the historical record in view through rate of 42% (by the time of campaign start it was VTR of Bon Pari campaign. May-June 2017 (VK.com data, December 2017)). Implementation of this KPI will show if the KITKAT commercial is able to catch users attention so much that one will stop and watch it till the end. 2. To reach the value of "free" views (earned media) in a quantity of 40% - with average VK.com showings of 10-30% (VK.com data, December 2017). A campaign gets "free" views when the commercials are reviewed - when the users not only notice the KITKAT creative content but also review it. That influences commercial remembering.

Type: B2C

Language: English, Russian