KitKat Chocolatory

Lunar New Year

the brief

Working closely with KitKat® Chocolatory™ in the development phase, FORWARD was briefed to raise awareness for the KitKat® Chocolatory™ Lunar New Year collection.Lunar New Year is one of Australia’s biggest cultural events, and to celebrate this time of year, KitKat® Chocolatory™ created Special Edition ‘Year of the Rooster’ bespoke bamboo gift sets.The gift sets featured two unique flavours, Red Bean & Toasted Coconut and Citrus Crème Brulee, which gave KitKat® loving friends and family a premium and unique experience.Target: 18-34-year-olds both residents and visitors.

the response

Insights

Our core audience was individuals celebrating Lunar New Year, with a focus on catching the attention of those looking to have a new experience.

In addition, launching Special Edition flavours also gave us the opportunity to target millennials that love all things chocolate, and actively search for new food trends.

For the campaign to succeed, we needed to connect with the two different audiences. To do this, we had to create a multi-channel strategy, which included gaining cut through on influential social and digital channels.

Challenge

For Lunar New Year In 2016, KitKat® Chocolatory™ created a version the Red Bean & Toasted Coconut and Citrus Crème Brulee KitKat. Therefore, the reveal in 2017 was not ‘new news’.

As exotic and unusual KitKat® flavours drive talkability around the world, we still needed to create an ‘OMG’ factor by exciting media and enabling them to get the full experience.

Our Response

Not only was our aim to get stand-alone coverage, but we also wanted to be included in Lunar New Year gift guide features.

– Our targeted strategy involved hand-delivering bespoke gift sets to Australia’s biggest lifestyle, food and luxury media outlets, which enabled them to touch, feel and taste how premium the Lunar New Year KitKat® bars were.

– To directly engage the Chinese and Asian community in Australia, we created specialised content and assets to capture the attention of Chinese language media and generate coverage. At the launch phase, we liaised closely with publications such as Chinese Melbourne Daily, Sydney Chinese Daily, Epoch Times Aus, 1688.com.au.

– WeChat is one of the most popular messaging apps in Asia and is used by hundreds of thousands of people in Australia. We used this insight to develop engaging editorial and advertorial placements about the KitKat® Chocolatory™ Lunar New Year range on Australia’s most popular WeChat channels; WeLife, Mel life, 7fan8 and Red scarf.

– Securing high-reaching media coverage, as well as strong social content and presence is equally important. We know that content needs to be visually stimulating, authentic and aspirational for millennials to engage and make a purchase. To capture the attention of our target audience, we collaborated with nine of Australia’s top food and lifestyle influencers including Australian foodie royalty, Li Chi Pan.

– As part of the influencer marketing strategy, we invited all influencers to visit the KitKat® Chocolatory™ for a 1:1, behind-the-scenes experience where they could make their own Lunar New Year KitKat® bar.

Results:

As a result of media sampling, we raised awareness for the KitKat® Chocolatory™ and strengthened the brand’s relationship with media for future campaigns.

Despite the product only being available at the KitKat® Chocolatory™ in Melbourne Central, FORWARD generated 37 pieces of media coverage in Australian and Chinese language publications across print and online.

The total media reach was over 20 million and coverage highlights included standalone coverage, as well as luxury gift feature lists in titles such as Vogue Online, The Age, SMH Good Food, AFR, Chinese Melbourne Daily, SBS, Food to Love, Mashable, AU Review and Helloasia.-Our successful influencer program created 21 pieces of quality, lust-worthy content that drove ‘like-ability’, traffic in-store and provided KitKat® Australia with beautiful assets to amplify on social channels. One post garnered 41.2k likes – some of the highest engagement the influencer has seen to date.

– Our successful influencer program created 21 pieces of quality, lust-worthy content that drove ‘like-ability’, traffic in-store and provided KitKat® Australia with beautiful assets to amplify on social channels. One post garnered 41.2k likes – some of the highest engagement the influencer has seen to date.

– Our successful influencer program created 21 pieces of quality, lust-worthy content that drove ‘like-ability’, traffic in-store and provided KitKat® Australia with beautiful assets to amplify on social channels. One post garnered 41.2k likes – some of the highest engagement the influencer has seen to date.- Offering an intimate one-of-a-kind experience enabled us to create collaborative content that integrated product placement with experiential storytelling. Content also emphasised the premium experience that consumers have when they are in-store. In total, content generated 676,273 impressions, with strong engagement of 83,472 likes and comments

– Offering an intimate one-of-a-kind experience enabled us to create collaborative content that integrated product placement with experiential storytelling. Content also emphasised the premium experience that consumers have when they are in-store. In total, content generated 676,273 impressions, with strong engagement of 83,472 likes and comments- Utilising WeChat’s popularity and ability to talk directly to audiences, our content creation partnership with channels including, WeLife, Mel life, 7fan8 and Red scarf, amassed a reach of 391,563.

– Utilising WeChat’s popularity and ability to talk directly to audiences, our content creation partnership with channels including, WeLife, Mel life, 7fan8 and Red scarf, amassed a reach of 391,563.

Total campaign reach:

In two weeks, we secured 62 pieces of top tier media coverage and compelling social content, with a combined campaign reach of 21,102,477.

Lunar New Year

Lunar New Year is determined by the lunar calendar and celebrated for 16 days beginning on the eve of Lunar New Year and ending on the Lantern Festival. Lunar New Year is observed by a number of cultures in China, Vietnam and Korea.

  • Date Published:Tuesday 11 April 2017