Results and Effectiveness

Campaign start date - January 17. January 21 - 1,000,000; February 2 - 2,000,000; February 9 - 3,000,000 views...1,800,000 were organic! These views supplemented the TV audience (SEC AB, 15-24) reach of 14,000,000. This has resulted in superior RoI - Q1, '13 (881 GRPs), Seen Ad 70%, Branded Recall 60% vs. Q4, '11 (1291 GRPs), Seen Ad 65%, Branded Recall 51%. Other statistics - Facebook 19,000,000 impressions, Twitter 3,700,000 impressions. Overall results (impressions) 21% Paid, 79% Earned. Nestlé KitKat continues to be the #1 FMCG TV commercial with public views in India, ever! Quarterly sales growth - 30BPS (Source: Nestlé)

Creative Execution

We married audience insights, their media behaviour and the TV Copy to create a first for Nestlé KitKat. In partnership with Google, the "Dancing Babies" copy premiered on YouTube a week before it was aired on TV (http://www.youtube.com/watch?v=xTpv9lc_qMw). Fans were allowed to preview the content first and spread buzz in Facebook and Twitter. To promote engagement on YouTube, Sharelink annotation was enabled for Facebook and a Download button link was activated to help access the soundtrack. The campaign was designed to engage and before long "mash-ups" started popping up (http://www.youtube.com/watch?v=YozNZ_XJuKY). Efforts were made to increase the discoverability of the campaign through SEO/SEM in Google & YouTube and constant monitoring and optimization of keywords. Seeding was limited to only three days. Twitterati picked it up and hashtags boosted traffic volume. The campaign went viral before the TV premiere and the initial thrust transformed into a self-propelled communication stream for Nestlé KitKat.

Insights, Strategy and the Idea

Nestlé KitKat wanted to reach its core audience of 15-24 year-olds in SEC A&B with its new "break"-through TV copy featuring "dancing babies". Communicating with this audience is a challenge as they are the "always-on" generation and they spend 2/3rd of the time spent watching TV (152 min) on the web (115 min). In this audience, TV has a reach of 89% while internet reaches 20%. Be that as it may, internet has an affinity of 175 which made the medium a potent opportunity for Nestlé Kit-Kat. Further interrogation of the medium revealed a nugget in YouTube audiences - 30.9% are below 24 years of age. The strategy was to leverage the power of the internet for the audience and prepare a spring-board for Nestlé KitKat to gain share in the face of Cadbury's domination (Cadbury's outspends Nestle 8:1). (Source: TGI 2013, YouTube Insights)