Reviving Kit-Kat's Brand via Social Media
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ScribdTranslationsReviving Kit-Kat's Brand via Social Media
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ScribdTranslationsExecutive MBA
Nombre alumno: Mayte de Anta del Castillo
Module 2: Marketing
Nombre actividad:Kit-Kat, rejuvenecer una marca a
through social media
Fecha: 01/02/2022
CASE ANALYSIS
Kit-Kat, Reviving a brand through social media
1. Describe relevant aspects of Kit Kat's digital marketing as a source of capital.
Customer-Based Brand Equity (CBBE)
In my opinion, the biggest and main source of capital for the Kit-Kat brand has been
to manage to keep two concepts associated in the minds of your clients, for a
side, the moment of disconnection and on the other the pleasure of savoring chocolate.
The slogan "Have a break, have a Kit-Kat" has been synonymous with the brand for
almost 60 years.
By geographical areas, it has been differentiated using different combinations of
flavors are more integrated into regional food preferences. Japan is where the
notoriety is greater, due to the association between the brand name and the
phonetic transcription in Japanese (kitto katto - "you will surely succeed"), which adds a link
of good luck, and that has managed to become part of Japanese culture
developing up to 300 different flavors and specialized physical stores
Throughout its history as a brand, it has taken advantage at each stage to ...
link to news and events of high visibility, and in particular, the latest
decade especially making use of new forms of promotion in the universe
of new technologies, through social networks (YouTube, Facebook,
Twitter...) or seeking complicity with other brands, such as, for example:
In 2012, when it broadcasted via YouTube, the rise of one of its
chocolates tied to a balloon with a GoPro camera, with the hashtag
#BreakFromGravity, to share with Felix Baumgartner the event of
free fall from the stratosphere promoted by Red Bull,
On Twitter, based on a tweet from a user, a chocolate lover proposes a
challenge to play in public a tic-tac-toe built from Kit fingers
cat and Oreo cookies
In both cases, the impact translated into more than 6.5 million views.
on Facebook and 10 million interactions through Twitter with consumers
from the brand.
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2. Communication actions in Kit Kat to try to improve its association with two
brand attributes
Attributes to reinforce:
Social responsibility
Product quality
Sense of taste, delight of the palate
Tools or strategies used:
The chocolate industry faces various problems, such as the scarcity of cocoa.
and the living and working conditions in the farming areas. For this reason, Nestlé has
developed the social responsibility plan "COCOA PLAN", where at the level
internationally, the KIT KAT brand is the first to source 100% cocoa
sustainable.
Con esta estrategia, se busca lograr la asociación de la marca a acciones sociales
to help the farmers in the areas, as well as the possibility to influence
directly in the development of better crops, with quality certifications and
sustainability, which will be reflected in a higher quality cocoa.
Communication actions:
Creation of a hashtag on different social networks #Kitkatdelicious&responsive
that associates the concepts of flavor and social responsibility.
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3. Assessment of the impact and effectiveness of co-creation contests for new flavors
Starting from the premise that it is a food product of a playful nature
and universal, one of the best innovation strategies is to involve both
consumers of the products as well as the employees and suppliers themselves, the Co-
creation is presented as one of the best alternatives for achieving
the products that best match the preferences of our target.
Action performed:
Crowdsourcing 'Save Your Flavor', where consumers decided the flavor they wanted.
I would like to keep in the supermarkets.
Description of the action:
Through the brand's Facebook page, users are asked to vote for their
favorite flavor among three new varieties, for a month.
At the same time, a web series of 4 episodes in a comedic tone is created on YouTube.
to maintain the connection with users, in addition to a commercial on TV.
Assessment of the effectiveness of the action:
The first episode of the web series had over 500,000 views on YouTube, and
the entire series remained above 30,000 views.
In later campaigns, the Kit Kat product has continued to develop new
flavors, allowing more and more of them to be marketed.
continuous manner: Kit Kat Chunky, Kit Kat Black, Kit Kat White, Kit Kat Senses,
Kit Kat Pop Choc, Kit Kat Singles, and Kit Kat Cookies and Cream, flavors that were
changing and entering the market thanks to that campaign.
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4. Tools or market studies for the co-creation of new products
Research tool/method:
Collaboration with influencers from different fields/communities, and turn this
tool in a constant communication channel between the brand and the
consumer, that generates anticipation and ensures a good reception in the
launch of each new product
Advantages:
Launch of new product diffusion
They create excitement and generate trust in the products.
They allow the development of brand awareness and image.
Visits to the company's profile on various social networks are increasing.
the brand's website.
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oUsing influencers to develop your products
5. Recomendaciones con relación a la estrategia digital:
Objective/ aspect to improve:
HEALTH KIT KAT: Even though the Kit Kat brand is well regarded in terms of
Regarding product quality, there is an aspect to improve, which would be the development of
new healthier product lines, with low sugar content and
fats, in line with the new lifestyle trends that aim to
to avoid health problems
Strategy:
Hire several influencers from the world of sports activities and
fashion, that generate specific video content in strategic locations such as
gyms or leisure centers, to take advantage of the natural association between the
good image with health.
-Utilizar las redes sociales actuales para realizar concursos fotográficos de
healthy activities, awarded with bundles of new products.
Digital tools:
SOCIAL NETWORKS:
oInstagram
Facebook
I had
oTik tok
Pinterest
oTwitter
-VIDEO
Content created from the activity of influencers for their
visualization especially on mobile devices.
oLive streaming
Mobile advertising
Vertical videos
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