CASE STUDY: MRM makes a huge break with Kit Kat

Objective

To create buzz for Kit Kat in the digital space with a viral effect, and to give a platform for consumers to share their love for Kit Kat.

Execution

'Save the last break for me' was created as a promo housed in Kit Kat Philippines’ Facebook fan page, encouraging fans to share their photos as they enjoy break times with Kit Kat bars. Users could win prizes such as USBs, laptop bags and a grand prize of an iPod nano.

Results

The page won 7,000 fans on its first day, hitting the target in just two days. 'Save the last break for me' drove almost 80,000 users to become fans and generated more than 5,000 unique photo entries, driving massive re-purchase and brand loyalty.

Nestle’s Philippines Facebook fan page was the fastest growing among the brand’s fan pages globally, and the fastest growing Nestle fan page in the country.

According to Donald Lim, MRM managing director, “The campaign didn’t just earn impressive figures and results, but also genuine appreciation from the fans of Kit Kat, expressing and sharing their love for the brand on the fan page wall and with other fans as well.”