Every day our target audience scroll dozens of meters of posts by friends, communities and brands. No wonder they only spend couple of seconds on every post disregarding advertisement and noticing only the most interesting things from their friends. That meant that we needed to create content that would be able to: 1) stand out in the news feed, catch users attention and to motivate them to view the video till the end (VTR). 2) be so well received that people would view it again and again ("free" views). Our idea was: KITKAT White breaks VK.com newsfeed interface and gives everyone a break from ordinary social media experience.

We have created a peculiar video format in which one post was mimicking two independent posts: one branded with the product picture and second one with a photo that one of your friends might post. Both posts we smoothly inserted in the newsfeed and designed like VKontakte interface. When a user stopped at this photo, the two posts suddenly began to interact with each other becoming a single video-story. An unusual format surprises and not only the users watch the video till the end but they also reviewed and shared them. All videos were based on the top trends among young audience: spinners, yoga videos, duck-face selfies, video tricks and others.

KITKAT White peculiar format videos worked fantastically well. As a result we not only exceeded all the KPIs but set new records in VKontakte: VIEW THROUGH (VTR) OF THE KITKAT WHITE VIDEOS REACHED 56% comparing to 42% of the previous leader and to 15% market average. The unusual KITKAT videos were viewed more than 170 million times. THE PERCENTAGE OF THE "FREE" DEMONSTRATIONS WAS 65% (comparing to markets maximum of 30%) or more than 111 million "free" reviews. Every video was played by a user three times on average, which allowed us to lower the cost per contact by 45%. In addition to fulfilling the ambitious goals we have managed to increase brand awareness and the intention to buy the chocolate bar by the target audience. With this KITKAT WHITE WAS SOLD OUT 4 TIMES FASTER THAN PLANNED!