KitKat gives Twitter users unconventional breaks
People come to Twitter looking for a break, and they end up consuming content. This content is one size fits all – same content served to everyone in a monotonous way, something that we’ve resigned to accepting as the conventional way of taking a break. Emphasising upon the key brand positioning of #MyBreak, KitKat India has taken to Twitter to break the conventional way of content consumption. With a quirky ‘My Break’ spin to all trending content, KitKat seeks to break conventions on how people consume content on Twitter today.
Here’s how KitKat is #BreakingConventions on Twitter:
Live – For the first time ever in the history of the platform, KitKat is changing promoted trends every hour to mirror what people are talking about on Twitter and then create content around it.
Impact – Promoted trends for five days to create a high impact campaign.
Creativity – Using interesting hacks on Twitter to bring the content to life and create unique content consumption experience for users.
Personalisation – Considering the live nature of the platform, KitKat is personalising the content, depending on what’s trending, to ensure users have a relevant, contextual, live and enriching break every time they check the platform and give them a never seen before unique experience.
Commenting on the initiative, Saugata Bagchi, National Head, Quasar Media, said, “People often come to Twitter to take a break and with KitKat’s positioning of ‘taking a break’, we knew we had a great story to tell. However, it needed to be done unconventionally to create buzz. Using interesting creative formats that haven’t been used before on Twitter, we’ve tried to create a campaign that people will find interesting and relevant and at the same time communicate the brand narrative well.”