RESEARCH: Kit Kat's five steps to effective mobile campaign

Provided by Internet Advertising Bureau
Kit Kat has found that mobile display advertising can increase brand awareness and recognition.
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What was the Challenge / Background of the Campaign?

Kit Kat proved that mobile display ads were effective in raising awareness and recognition. Kit Kat conducted a research project to demonstrate the effectiveness of mobile advertising and is the only brand to achieve a significant increase in spontaneous brand awareness during the research.

What was the Campaign Objective?

Increase recognition and awareness through mobile activity.

What was the Solution?

- Pre and post methodology. - Using mobile panel 600 people sent pre study. - After approx 2 days they were sent to a mobile site and asked to look around, the ad was on the site they were directed to. - After approx 2 days they were sent the post stage. - Kit Kat had no other media activity at the time.

What were the Results?

The results showed: - The mobile ad drove spontaneous awareness - up 35%. - Kit Kat was the only brand that saw significant changes to brand awareness in a period when they had no other media activity. - People mentioning Kit Kat as the first confectionery brand they thought of increased 247%. - Uplifts were seen across all demographics. - When users enjoyed the site they were browsing they were 76% more likely to remember the ad - Offering something of value and leveraging strong brands is key to encouraging engagement.

What were the Key Learnings of this Campaign?

Kit Kat found that that were 5 steps for effective mobile advertising, which are:- Use mobile to raise awareness. - Mobile advertising can be effective across all demographics, especially 18-34s. - Brands and mobile internet sites should put the user experience first. - Mobile display advertising needs a clear focus. - Mobile is more effective when something of value offered.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kAdults 18-34's
16 - 24
25 - 34
Both
ABC1
C2
DE
MOBILE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSRESEARCH
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