KitKat chose Shopmium to increase its visibility and drive trial of the KitKat 2 Finger White NPD to UK consumers.
The campaign objective was to recruit new buyers and understand what drives purchase and consumption amongst a younger demographic and take learnings from the campaign result to encourage future recruitment in this age segment.
Call to action
To encourage the trial of the KitKat 2 Finger White, KitKat included a 50% off exclusive offer in the app for a week which enabled them to drive brand awareness & generate exclusive consumer insights.
A campaign supported by a media plan
The activation was supported with various touch points such as Instagram stories, social posts and push notifications sent to the entire audience.
The KitKat activation achieved +243% clicks (of the goal) over the period and generated over 93% incremental sales.
Highly satisfactory feedback
Through the post-purchase questionnaire, strategic insights were identified on the KitKat 2 Finger White NPD product:
- 88% of consumers intend to repurchase the product
- 90% of them say they would recommend it to a friend
This activation also enabled KitKat to find out what drives purchase and consumption among a younger demographic.
And we got the results!
of incremental sales
Impressions in app
What they said
Assistant Brand Manager - KITKAT at Nestle
This was the first time I had worked with Shopmium on a campaign and I have to say from start to finish it was a delight! Maddy was amazing at helping develop a campaign tailored with our objectives in mind. We looked at Shopmium to help drive awareness and trial of the KITKAT 2 Finger White NPD which launched in February 2022. We also tasked Shopmium with some deeper brand insights around understanding purchase drivers with a specific demographic to help aid future brand planning for KITKAT 2 Finger. The campaign delivered against all key objectives and drove some amazing results. Maddy delivered a great post evaluation after the campaign had ended which had highlighted the key buyer insights from the campaign.