1. KITKAT%DIGITAL%STRATEGY%
PREPARED%BY%%
IRFANDY%HAMZAH%

2. BACKGROUND%
• Kit$Kat$has$been$minimally$supported$in$the$last$5$years;$therefore$the$brand$needs$
to$rejuvenate$by$reconnec9ng$with$its’$core$target$consumers,$through$lifestyle$and$
digital$communica9on$
• As$for$the$product$background,$research$stated$that$though$people$are$familiar$with$
Kit$Kat$as$well$as$the$tagline$“Ada$BREAK,$ada$Kit$Kat”,$there$is$a$hesita9on$of$people$
to$purchase$the$product.$$

3. OBJECTIVES%
• To$build$engagement$with$Kit$Kat$core$target$consumers$and$improve$the$
brand$awareness$
$
• To$ build$ integrated$ and$ sustainable$ social$ media$ campaign$ plan$ that$
translates$to$actual$product$sales$

4. BRAND%INSIGHTS%
• 20$–$25$yo$
• Premium$–$upper$class$
• Everyone$who$appreciates$life’s$simple$pleasures$
• Core$Insight:$“The$Smile$In$Your$BREAK”$

5. DIGITAL%INSIGHTS%

6. DIGITAL%INSIGHTS%

7. FACEBOOK%DEMOGRAPHICS%IN%INDONESIA%

8. ONLINE%VIDEO%CONTENT%INSIGHTS%

9. TWITTER%INSIGHTS%

10. PHOTO:SHARING%SITES%%INSIGHTS%

11. DIGITAL%CAMPAIGN%
• CHITCHAT%APPLICATION%–$We$would$like$to$create$a$microsite$for$KIitKat’s$digital$campaign$with$
official$ download$ page$ for$ ChitChat$ applica9on.$ Adap9ng$ from$ the$ original$ tagline$ “Have% A% Break,% Have% A%%
KitKat”,$we$would$like$to$create$ $a$special$social$media$applica9on$for$class$group$with$a$strong$key$message,$
“Have% A% Break,%Have% ChitChat”% and$ core$ insight$ element,$ “The% Smile% In% Your% Break”.$ This$ digital$ campaign$
would$involve$the$most$influen9al$Indonesian$students$as$the$brand$ambassadors$to$use$ChitChat$Applica9on$to$
share$the$funny$moments$in$the$university$life$(notes,$sounds,$photos,$$&$videos$with$cap9on)$max.$35$persons$
per$group.$
$
• FACEBOOK% STORY:TELLING% COMPETITION% –$ We$ would$ like$ to$ create$ a$ storyXtelling$
compe99on$with$college$life$and$friendship$themes$on$Facebook.$
• CHITCHAT%VIDEO%SERIES%ON%YOUTUBE%–$To$gain$awareness$about$ChitChat$applica9on$via$
video$series$on$YouTube$(e.g.$short$movie,$music$video,$live$music,$cover$version,$etc)$
• HASHTAG%ON%TWITTER%&%QUIZ%:%%To$bring$hashtag$#ChitChatApps$on$Twi[er$in$order$to$gain$
awareness$and$euphoria$via$key$opinion$leaders$/$buzzer.$
• WEFIE%ON%INSTAGRAM%COMPETITION%–%‘Wefie’$with$the$class$group$and$get$a$special$prize$
from$KitKat$(e.g$official$KitKat$varsity$jacket,$bracelet,$etc)$
• OFFICIAL%LINE%STICKER%–$In$order$to$keep$updated$with$Indonesian$digital$media$trends,$we$would$
like$to$create$a$special$LINE$s9cker$to$gain$awareness$and$control$KitKat’s$brand$equity$among$KitKat’s$target$
market.$

12. DIGITAL%CHANNELS%
• Owned$ Media:$ KitKat’s$ ChitChat$ apps,$
ChitChat$video$series,$Microsite$
• Shared$ Media:$ Facebook,$ YouTube,$
Instagram$
• Earned$ Media:$ Blogger$ Rela9ons,$ Media$
Rela9ons,$Influencer$Rela9ons$
• Paid$Media:$Google$AdWords,$Facebook$&$
Twi[er$ CallXtoXAc9on,$ Online$ Adver9sing$
with$advertorials,$and$digital$banners$(via$
Online$Media)$$

13. THANK%YOU%