THE CHALLENGEValentine’s day is an important holiday for the chocolate industry. But despite this trend, KitKat had a relatively low consideration score.
Using digital activation to connect KitKat with Valentine’s Day, we collaborated with a famous local bakery chain to prepare customised KitKat cakes, and created festive social ads and posts that were distinctly on-brand and eye-catching for consumers. We then combined efforts with the brand’s on-ground activities and used KOLs to encourage participation of a contest, which asked people to submit their funniest and most dramatic 'love chats' via social media.
higher engagement rate
mentions for #KitKatLoveCourier
We received well over 1,000 total campaign submissions from a target of 200. The campaign achieved a 2x higher engagement rate compared to its previous campaign, and a total of +1,300 mentions for #KitKatLoveCourier during the on-ground event, successfully driving up consideration for KitKat during the all-important V-Day celebrations.