KITKAT%DIGITAL%STRATEGY%PREPARED%BY%%

IRFANDY%HAMZAH%

•  Kit$Kat$has$been$minimally$supported$in$the$last$5$years;$therefore$the$brand$needs$to$rejuvenate$by$reconnec9ng$with$its’$core$target$consumers,$through$lifestyle$and$digital$communica9on$

•  As$for$the$product$background,$research$stated$that$though$people$are$familiar$with$Kit$Kat$as$well$as$the$tagline$“Ada$BREAK,$ada$Kit$Kat”,$there$is$a$hesita9on$of$people$to$purchase$the$product.$$

BACKGROUND%

OBJECTIVES%

•  To$build$engagement$with$Kit$Kat$core$target$consumers$and$improve$the$brand$awareness$

$

•  To$ build$ integrated$ and$ sustainable$ social$ media$ campaign$ plan$ that$translates$to$actual$product$sales$

BRAND%INSIGHTS%

•  20$–$25$yo$

•  Premium$–$upper$class$

•  Everyone$who$appreciates$life’s$simple$pleasures$

•  Core$Insight:$“The$Smile$In$Your$BREAK”$

DIGITAL%INSIGHTS%

DIGITAL%INSIGHTS%

FACEBOOK%DEMOGRAPHICS%IN%INDONESIA%

ONLINE%VIDEO%CONTENT%INSIGHTS%

TWITTER%INSIGHTS%

PHOTO:SHARING%SITES%%INSIGHTS%

DIGITAL%CAMPAIGN%

•  CHITCHAT%APPLICATION%–$We$would$like$to$create$a$microsite$for$KIitKat’s$digital$campaign$with$official$ download$ page$ for$ ChitChat$ applica9on.$ Adap9ng$ from$ the$ original$ tagline$ “Have% A% Break,% Have% A%%KitKat”,$we$would$like$to$create$ $a$special$social$media$applica9on$for$class$group$with$a$strong$key$message,$“Have%A% Break,% Have% ChitChat”%and$ core$ insight$ element,$ “The% Smile% In% Your% Break”.$ This$ digital$ campaign$would$involve$the$most$influen9al$Indonesian$students$as$the$brand$ambassadors$to$use$ChitChat$Applica9on$to$share$the$funny$moments$in$the$university$life$(notes,$sounds,$photos,$$&$videos$with$cap9on)$max.$35$persons$per$group.$

$

•  FACEBOOK% STORY:TELLING% COMPETITION% –$ We$ would$ like$ to$ create$ a$ storyXtelling$compe99on$with$college$life$and$friendship$themes$on$Facebook.$

•  CHITCHAT%VIDEO%SERIES%ON%YOUTUBE%–$To$gain$awareness$about$ChitChat$applica9on$via$video$series$on$YouTube$(e.g.$short$movie,$music$video,$live$music,$cover$version,$etc)$

•  HASHTAG%ON%TWITTER%&%QUIZ%:% %To$bring$hashtag$#ChitChatApps$on$Twi[er$in$order$to$gain$awareness$and$euphoria$via$key$opinion$leaders$/$buzzer.$

• WEFIE%ON%INSTAGRAM%COMPETITION%–%‘Wefie’$with$the$class$group$and$get$a$special$prize$from$KitKat$(e.g$official$KitKat$varsity$jacket,$bracelet,$etc)$

•  OFFICIAL%LINE%STICKER%–$In$order$to$keep$updated$with$Indonesian$digital$media$trends,$we$would$like$to$create$a$special$LINE$s9cker$to$gain$awareness$and$control$KitKat’s$brand$equity$among$KitKat’s$target$market.$

DIGITAL%CHANNELS%

•  Owned$ Media:$ KitKat’s$ ChitChat$ apps,$ChitChat$video$series,$Microsite$

•  Shared$ Media:$ Facebook,$ YouTube,$Instagram$

•  Earned$ Media:$ Blogger$ Rela9ons,$ Media$Rela9ons,$Influencer$Rela9ons$

•  Paid$Media:$Google$AdWords,$Facebook$&$Twi[er$ CallXtoXAc9on,$ Online$ Adver9sing$with$advertorials,$and$digital$banners$ (via$Online$Media)$$

THANK%YOU%