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KitKat LOL Breaks

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Insight 

For 75 years, KitKat has been synonymous with breaks. Everyone knows the catchphrase, “have a break, have a KitKat”. The challenge for KitKat in Australia was that whilst everyone might know it, no-one loved it. It needed to inject love back into the brand and turn occasional snackers into loyalists. 

Agency MEC had two clear insights that informed its strategy: 

1. A real conundrum in making people fall in love with KitKat again was getting to the heart of what today’s break actually looks like. As with much in the world, breaks have seen huge fragmentation. Breaks are not immune from the world’s obsession today with personalisation. No two individuals are the same, so why should their breaks be?  

For media planning, the challenge was how to combine consumers’ need for personalisation with the brand’s need to emotionally connect at scale.  

2. KitKat could no longer depend on its past approaches to win the future consumer. The cheeky observational humour seen through half completed outdoor posters, the KitKat styled park benches, the 1960s workmen cartoons and dub-stepping Hippos had served the brand well but just wouldn’t cut it in 2015. 

MEC had to find a way to bring KitKat’s observational humour out of the past and into the future.   

Where does observational humour live today? The New Yorker had it right when it wrote “if you want to figure out why stand-up comedy has become the most romanticized… art form of the past decade - there are numerous factors I’m sure from podcasts to YouTube - basically it’s the internet.”  

The two insights were locked and loaded: 
1. Today no two breaks are the same  
2. Observational humour now thrives online – the new home of comedy. 

Strategy 

In no other country is the ability to laugh at yourself more prevalent than Australia. Self-deprecating humour that pokes fun at them and their countrymen on their breaks could be a really powerful way to reconnect KitKat with Australians.  

The Idea: LOL Breaks. 

This idea now needed a strategy built around it that encompassed both the art in the form of comedic content and the science in the form of individual targeting of this content, en-masse. 

Art: For comedians in a digital world, you only get to tell a joke once. It’s how it’s shared that counts. The agency chose a raft of comedians, to produce multiple pieces of observational break humour. All these comedians had high profiles offline but crucially, big social media footprints. Proof that they were already part of online comedic culture.  

Science: Where comedy is driven by data. MEC went beyond “big data” and started using “smart data”. It used market leading analytics to pinpoint those moments where the audience was breaking online. It called in the best and the brightest from Google, Unruly, Facebook and InMobi to tap into their particular audience behaviours and nuances. This built a clear footprint by platform of breaking behaviours. This became the “break algorithm”. This meant it could be highly personalised, highly relevant but deliver content at scale. 

Execution 

To win in online and in humour, you have to be authentic. MEC gave the KitKat brand to the raft of talent and challenged them to give their take on how Aussies break. This meant that their style and comedic approach which their fans absolutely loved would shine through. 

It had Rosso delivering “surprise breaks” in Sydney’s Hyde Park with cutting comments to passers-by. Hughesy, true to his laid-back style was on a beach speaking to the nation from his recliner. Scott Dooley took a “selfie break” in a Manly café, playing up to his millennial persona by claiming the café’s customers as his friends.  

The agency had to tailor the content to fit the needs of each platform. It used the algorithm to sync the creative to match break environments. It manipulated the “three-second-audition” on Facebook and YouTube by having the comedians hold up signs or make signals telling people to turn up the volume or not to skip, delivered in a funny, engaging way. It turned traditional barriers to engagement into opportunities to inject humour. 

Whilst every break is individual, one thing that unites them is that we all wish they lasted longer. In a category first, MEC let the consumers extend breaks by creating video carousels and sequentially targeting to enable people to explore different content and make breaks even longer and funnier. At the heart of all this was the break algorithm – working around-the-clock reconnecting Australians with KitKat, one break at a time. 

Results 

Enough with the funny stuff, time to get serious. 

• 2.5m+ people have viewed the content – more than any TV show. 
• Completion rates were 15% above global benchmarks 
• 350,000+ people interacted with the videos (beyond viewing) 

On Facebook, it broke FMCG norms:  
• View rate: +25%  
• CPV: -50%  
• Completion rate: +80%  
• Average time spent viewing: +50%  

Talkability levels broke through the roof. The videos scored up to 64% above norms for driving buzz.  

The verbatims showed KitKat likers becoming KitKat lovers: 
• “Hey Kit Kat, was the best… you have ever produced. LOVE IT!”  
 “Watch this it is honestly so funny.” 
• “That’s how Aussies do it.” 

In 2015, KitKat has emphatically reclaimed its place as synonymous with Australian breaks. “Perfect for My Break” rose by 6%, brand love rose by 9% (Millward Brown) and sales have increased by a whopping 16% (Nielsen) - stunning for an established FMCG brand. In a category marked by impulse purchase, loyalty has climbed substantially – by 17%. 

“This campaign re-energised the KitKat brand in an innovative and ground-breaking way, restoring our rightful place in the hearts of Australians today” – Chris O’Donnell, Head of Marketing, Nestle Confectionery.

Have Your Say

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Brand:
Kit-Kat
Brand Owner:
Nestlé
Category:
Confectionery/Snacks
Region:
Australia
date:
April - September 2015
Agency:
MEC
Media Channel:
Online
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