CASE STUDY: Promoting KitKat "Me time" through Time Inc
Provided by Time Inc. UK
Look magazine, supported by Marie Claire & Now drove readers online to a KitKat Senses microsite.
What was the Challenge / Background of the Campaign?
After three years on the market, Kit Kat Senses briefed the magazine industry for the first time with the task of driving trial and raising brand awareness among its target audience of young women aged between 16 and 34. Following the brand's association with Girls Aloud, Nestlé wanted to move away from music, looking to connect with consumers on an emotional platform by positioning Senses as the perfect "me time" break. Whilst ostensibly a press brief, the agency advised that Senses were also looking to do radio sponsorship during the campaign period.
What was the Campaign Objective?
Using Time Inc's Origin panel to explore how young women spend their spare time, the pitch team elected to build the campaign around fashion as the most direct was of tapping into this audience's "me time" passion. Time Inc initiated a cross-media partnership with Heart Radio and experiential agency Stretch Media to produce a campaign that delivered across numerous touch-points. Together they created a strategic platform designed to chart a consumer journey from press and radio to nationwide events and the Senses-branded fashion micro site.
What was the Solution?
With Pixie Lott as the face of the campaign, "Kit Kat Fashion Senses" formed the unifying, cross-platform theme, enabling the consumer to interact with the brand and ensuring the campaign delivered against objectives. An article within Look magazine was devised whereby Pixie Lott offered fashion advice for the readers, with display advertising on look.co.uk, now.co.uk, marieclaire.co.uk helping to build awareness and driving traffic to the interactive Senses micro site. Additionally a 4 network sponsorship of Heart FM helped build awareness.
What were the Results?
To quantify the effectiveness of the campaign, Time Inc conducted an online survey among a test and control group of young women exposed and unexposed to the campaign. This research revealed: - unprompted brand awareness grew by 32% - Prompted awareness was 3 times higher amongst the exposed group - 38% of the exposed group said they had bought a Senses bar after seeing the ads - The exposed group was 18 points more likely to say they would definitely/ probably buy an Kit Kat Senses in the future. The campaign generated nearly 26,000 visits to the Kit Kat Senses micro site.
What were the Key Learnings of this Campaign?
"Look's focus on high street affordable fashion provided the perfect media fit for Kit Kat senses. By combining the expertise of the Look fashion team and tapping into the celebrity pool from Heart and Capital we were able to deliver regular integrated fashion content on a national scale thus fully meeting the clients campaign objectives and offering tangible content for our readers" Tammi Iley, Look Publisher.