"Ok Google, YouTube My Break" when said into a phone produced Google search results of a Kit Kat video with a playlist of the day's top trending content on YouTube. This innovative campaign, based on the insight that people are now "taking their breaks with YouTube", was geared towards reaching a millennial audience on mobile. Hear from Nestlé on how working with YouTubers; a mixture of paid and earned media; and creating YouTube branded Kit Kat packs increased sales and saw brand awareness hit a five year high.
There is a benefit to brand equity of being bold and novel and embracing technology
— Haseeb-ur-Rahmen, Business Unit Head of Biscuits, Nestlé