To increase consideration amongst a younger demographic Kit Kat turned to Google and YouTube to create a mobile centric "break" experience, true to their classic "Have a break, have a Kit Kat" slogan, that they could own.

Published
August 2015
Topics

The Story

To increase consideration amongst a younger demographic Kit Kat turned to Google and YouTube to create a mobile centric "break" experience, true to their classic "Have a break, have a Kit Kat" slogan, that they could own.

Using Google voice search as the main entry mechanic, anyone around the world could ask "Ok Google, YouTube my break" and the first results was a Kit Kat video with a playlist of today's top trending content on YouTube. Alongside creating this simple way for Kit Kat's audience to jump into the best break worthy content of that day, Kit Kat created a series of videos with high profile YouTube creators. This original content was used to increase consideration of Kit Kat with the creators fans as well to pull consumers back to Kit Kat's YouTube channel for additional branded content. Trueview and search ads were used to promote the voice search experience and the creator content on Kit Kat's channel, increasing the reach and impact of the videos. In store the campaign was amplified further with Kit Kat changing their classic branding to represent 72 different break types, including a YouTube branded Kit Kat bar, reflecting the many new and varied ways people take a break.

The Results

1 million

YouTube breaks started through Kit Kat

5 million

views of the creator content on Kit Kat's channel

143

pieces of global PR coverage in major publications

Launch Date 11 May 2015