KitKat - Shopmium 

KitKat

How KitKat used Shopmium to raise awareness and recruit new buyers across its new product: KitKat 2 Finger White

KitKat

Context

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.

The solution

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!

87%

of recruitment

%

of incremental sales

2.3 M

Impressions in app

What they said

Reviews

Callum Smith

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.

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