We launched Kit Kat in 2014. A World Cup year hosted in Brazil and Nestlé’s sponsorship deals gave us access to huge TV inventory during this blockbuster media moment. But used standalone and generically, TV was not a natural fit for our core teen target. Furthermore, the airwaves were buzzing with TV spots for everything from credit cards to baby shampoo.

The strategy was to leverage this media plan in a brand-relevant way. How? By making Kit Kat a part of the gang and the bridge between the niche and broader audiences watching. Instead of standard advertising actors, we used underground opinion leaders, Vloggers and YouTube celebrities*. People unknown to the broader FIFA audience, but famous in their digital youth circles. Each celebrity chosen focused on a niche audience covering several social networks. In addition to appearing in our commercials, they also produced exclusive content for KitKat on their channels.

This entry is appropriate to PR because we managed to bring two supposedly distinct worlds together, thereby making the brand an exceptional audience generator. The brand built bridges with lots of young online celebrities from scratch, setting the playing field for future campaigns. But that’s not all. The campaign became a brand benchmark for the rest of the world. Kit Kat created new meaning to the break – an active, creative and fluid moment when everything happens at the same time.

*Bruna Vieira: 577,462 subscribers

*Mystery Guittar Man: 2,861,820 subscribers

*Manual do Mundo: 3,475,829 subscribers

First we studied the TVC script to understand where we could replace actors for online celebrities. Once the best scenes where chosen, we started to look for the right influencer to fit in. Because of the relative unknown perception of Kit Kat, it was all designed as an experiment, looking for different universes of vlogger and audience, to understand which connected better with the brand.

Conversations started with vloggers focused on female teens, YouTube celebrities more humor-content oriented, and music influencers. They all produced exclusive content ready to be launched in their channels together with the TV spot. Because of the campaign being launched during the World Cup, some content was adapted because of not having relevance in real time. Other content, such as a video clip created from the original TVC song remixed by DJ Leo Justi, ended up being aired on TV.

More than 5 million views on Facebook on 1st day.

820% increase in Brand YouTube channel subscribers.

The commercial was voted best of the month in terms of audience preference (source: IBOPE-CONTPLAY).

The goal in tons of Kit Kat, which was already aggressive, was exceeded by 36% to a record of 720T in July.

This represented an increase of 189% over the monthly average for the year 2014 (source: Nestlé Internal data).

This generated an increase of share value of 5.8% in consolidated Jun / Jul - 2014 in relation to Apr / May - 2014, that is 1.8% above the target (Source: Nielsen).