REINVENTING THE NARRATIVE – TAKING A CHOCOLATE SENSATION TO THE NEXT LEVEL
Following the sell-out success of KitKat Chocolatory Ruby, HWBK was challenged to launch the flavour innovation within the cut-throat grocery market, making it the most talked-about chocolate bar of the year for Nestlé on a tight FMCG budget.
A multi-pronged strategy to create a wash of Ruby across news and newsfeeds at launch, dialing up its cult and limited edition status, leveraging KitKat core brand superfans and building the narrative with a focus on Instagrammability.
Implementing a best-in-class media strategy, we secured a Newscorp exclusive to drive mass awareness at launch, and supported this with a tiered influencer engagement program with curated product drops to build the story.
To fuel the love and extend the reach of the campaign, a test-and-learn Tribe campaign was also successfully implemented – creating a secondary spike and social feed takeover.
– 80 top-tier media hits across platforms and 34 organic social posts.
– Combines social/PR reach of 54.2M+, smashing KPIs by 442%
– 1.2M Tribe influencer reach with stellar 2.73% engagement rate