KitKat Chocolatory Australia
A MAGICAL HOLIDAY EXPERIENCE WITH FACEBOOK AND INSTAGRAM
Chocolate lovers can create personalised KitKat bars and discover limited-edition flavours at KitKat Chocolatory Australia’s physical locations in Melbourne and Sydney, as well as via a digital store.
The chocolate boutique’s Facebook and Instagram holiday campaign helped the brand increase awareness by 23 points and earn a 3X lift in online sales.
THE GOAL: Promoting awareness and encouraging sales
The chocolate boutique wanted to increase brand awareness and maximize sales during the holiday shopping period with a digital-first campaign aimed at delighting customers with visuals of sweet treats while reaching them in large numbers and encouraging them to visit its stores.
RESULTS
With its holiday campaign, KitKat Chocolatory successfully grew brand awareness and generated more than one-third of the brand’s annual sales. Other notable results included:
COMMUNICATING THE JOY AND WONDER OF CHRISTMAS
KitKat Chocolatory worked with Facebook Business Partner Shuttlerock to produce the “Fill Your Break With Wonder” campaign, which was designed to reach people at every point of the customer journey across Facebook and Instagram. The playful ad creative included colourful and festive holiday-themed imagery and videos with strong calls to action. The campaign used a wide mix of ad solutions, ranging from branded content and poll ads to Instagram Shopping and dynamic ads.
To increase both in-store and online sales, KitKat Chocolatory optimized ads for the conversion and store traffic objectives. It also hosted a Facebook Live event so that people could easily make a purchase by using the Comment to Message feature, which automatically begins a conversation in Messenger when someone comments on the livestream.
The chocolate brand broadly targeted the ads to people ages 18–54 living in Australia and used automatic placements to reach people across Facebook apps and services.
“We’re always looking for new and exciting ways to connect people with the experiences we offer at KitKat Chocolatory. By partnering with Facebook for Australia’s first shoppable Facebook Live event as well as other ecommerce solutions, we can both align with evolving customer preferences and build online shopping experiences that provide utility. This has enhanced the KitKat Chocolatory online shopping experience between product discovery and purchase intent.”
— Joyce Tan
Head of Marketing Confectionery, Nestlé Australia