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“We knew it was time to finally weigh in on the conversation regarding how to eat a KITKAT and acknowledge the weird and wonderful ways Aussies eat theirs.
Teaming up with Wunderman Thompson, and creating assets with Shuttlerock & Hogarth, we were able leverage the power of TikTok creators and iconic Australian actor Michael Caton to generate real time conversation about the many ways that a KITKAT is enjoyed.”
4.3M
Organic views (within 48 hours)
70K
Twitter votes (within 48 hours)
Joyce Tan | Head of Marketing Confectionery, Nestlé
245K
Comments (within 48 hours)
Igniting debate in Australia regarding KITKAT eating etiquette
KITKAT Australia teamed up with Shuttlerock to create a set of video ads for their 'Have a bite' campaign, which aimed to stir up debate amongst Aussie audiences as to the correct way to eat the iconic chocolate bar.
Deployed across Facebook, Instagram, TikTok, and Twitter, the campaign was quick out of the gates with 4.3 million organic views, 245 thousand comments and 70 thousand Twitter votes within 48 hours of launch.
Objective: Driving brand engagement on social
Looking to drive high levels of engagement and talkability across their paid social channels, KITKAT Australia formed a campaign that centred around the commonly held debate of how to correctly eat a KITKAT bar.
There are a lot of passionate online conversations about people who go against the standard snap ritual of enjoying a KITKAT and instead choosing to eat a KITKAT in their own weird and wonderful ways. Having never truly responded to this debate, KITKAT knew it was time to acknowledge the controversy in their humorous brand tone of voice.
Solution: A relevant, cross-channel campaign
In order to produce the creative assets for social channels, KITKAT turned to frequent collaborator Shuttlerock.
Being a cross-channel campaign encompassing TikTok, Facebook, Instagram, and Twitter, KITKAT required creative variations to be made for each platform.
As an official creative partner of each of these platforms Shuttlerock were able to ensure that each video was optimized and compliant with the respective specifications and best practices.
Working from existing video footage shot for the campaign—featuring actor Michael Caton as a KITKAT-loving Wizard—Shuttlerock created a series of three videos that comedically play upon the debate surrounding the correct way to eat a KITKAT.
The creatives were designed to be conversational, witty and relevant. As you can see above, the first two concepts utilized interactive polls that helped to immerse audiences by allowing them to participate in the conversation.
Results
With these conversational and interactive creatives in hand, KITKAT saw high levels of engagement from the get-go after launching the campaign.
High numbers of audiences took part in the discussion across social platforms, with 245k comments recorded within the first 48 hours! Engagement was particularly high on Twitter, with over 70k+ votes on poll posting recorded in the first 2 days of launch. The campaign also gained national press coverage to further amplify the date.
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