FROM A WORLD-FIRST EXPERIENCE TO A SALES SELL OUT!
CHALLENGE
Drive mass coverage, consumer talkability and social buzz for a stand-out NPD – KITKAT GOLD – making it the most talked about chocolate bar of 2018!
SOLUTION
A multipronged strategy leveraging paid, owned and earned media to put KITKAT GOLD on the news agenda, into people’s newsfeeds, and their hands!
A comprehensive media and influencer relations strategy was crafted to drive excitement and engagement nationwide – creating a gold rush in stores. The power of experience was also harnessed to deliver a compelling break moment for chocolate lovers and bring the product to life – Australia’s first ever Edible KITKAT GOLD Chocolate Wall, featuring a wall covered in 8,000 KITKAT GOLD samples.
RESULTS
KITKAT GOLD Block sold out in 8 weeks – 3M units
Smashed hits KPIs BY 182%
313 earned media and influencer features
Exceeded reach targets by 58%, achieving a stellar 55M+ potential audience reach
100% positive sentiment
16,000 samples distributed across 2x key locations, with massive queues
Average key message score 2/3 (media / social coverage) – phenomenal result, no paid placements
New millennial audience engaged – a key milestone for the brand
Featured across multiple markets and within Nestlé as key inspiration point
Shortlisted – PR Asia Awards 2019, Consumer Launch of the Year
