There’s a new stress that’s affecting many – Social Media Obligations. Our research showed that more than 50% of youths find it too time consuming to keep up with their social media commitments but they feel they have to.

Our solution was Kit Kat Social Break desktop widget.

Once installed, it automatically likes photos, check-ins and posts that people are tagged to on Facebook. It also automatically replies to tweets from people’s followers on Twitter and automatically shares posts that their connections on LinkedIn share.

After just four weeks, the website had already welcomed more than 100,000 visitors and the widget had been downloaded over 40,000 times. On Facebook, Kit Kat Singapore received almost 25,000 likes.

Just a few days after the campaign was launched, the Kit Kat Social Break was 'The' topic of conversation in the news, in tweets and on blogs globally. A simple idea launched in Singapore quickly became an international sensation. CNBC and BBC covered the campaign which led to PR value that was generated with no media dollar spent.

More importantly, Kit Kat once again entered into people's conversations.