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KitKat
KITKAT White - new SMM perfomance records

RAN IN: Russia

CLIENT
Nestle Russia LLC

AGENCY
J. Walter Thompson Russia *Lead Agency


Zenith Russia


Performics


SUMMARY

Today there are so many advertising posts in social networks, that they are simply lost in user feeds. Only the most inventive brand is able to reach the audience. Therefore, KITKAT White carefully studied VKontakte and embedded into its interface. Seven short videos looked like simple posts in the feed, but when they began to interact with each other - no one could miss them. Unusual format brought KITKAT two full records. First, the videos were watched to the end more than usual: the VTR reached 56%. Second, trying to understand the secret of unusual videos, the audience reviewed them and showed them to friends. So the percentage of free views reached 65% - unprecedented level for the market.

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: Communication goal 1: to exceed the historical record in view through rate of 42% (share of the videos viewed till the end, measured by VKontakte). Whereas average VTR for the videos of similar length is 17% (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. Communication goal 2: to reach the value of "free" views (earned media) in a quantity of 40% - with average for VK.com 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