CLIENT
Nestle
Emile Douaihy, Business Executive Officer
Mayssa Abed, Communications Brand Manager
AGENCY
Maya Khammar, Business Lead
Jala Fawaz, Strategic Planning Director
Abdel Rahman Hassouna , Associate Account Director
Mohamed Bareche, Creative Director
M. Youssef El Naggar, Senior Art Director
Sabine Abdallah, Communication Manager
Elias Karam, Planner
ZENITH
Khaled Shehab, Business Lead – Media
Chris-Mary Barakat, Associate Business Director - Media
SUMMARY
In an impulse category where brands fought for top-of-mind attention, KITKAT reclaimed its break territory and stood out from competition by revolutionizing the use of YouTube in the region, and leveraging on the power of data, to create disruptive content. We personified YouTube, a reach-based platform, to make it more engaging, and went for personalization at scale. The results? Drove unprecedented recall (14.8%), over-indexed on "perfect for my break, leading to an increase in sales by 9% and market share by 7%.