For most young people sometimes classes get boring. And that is when they need a break. So, we created a pillow notebook. That helped the students steal a few precious minutes sleep during class, reinforcing the concept of the brand. After that we distributed the item in some of São Paulo's biggest schools and universities.

We expected some buzz on social media, in the form of tweets, posts, shares, and likes. And that is exactly what we got. We got thousands of mentions in social media and hundreds of shares on Facebook. Increasing Kit-Kats fan page members by 5%.

We produced hundreds of these notebooks which were quickly snapped up by our target audience. Demand was so great that the brand had to produce even more copies than initially anticipated. Nestlé received various calls and emails asking whether the product was available to buy. With an investment of only $5 per notebook, we were able to reach a potential consumer base who interacted with the brand and shared our product.The response was satisfactory for a small scale campaign. In terms of numbers, we got thousands of mentions on social media total. This way, Kit-Kat's fan page members that constitute our target increased by 5%.