Case Study

Categories Name : B. Channel/Media Strategy

Sub-Category : B01. Cross Media Integration

Campaign Name : When Kitkat and Netflix delivered the ultimate breaks!

Brand Name : Kitkat India

Agency Name : Zenith Media

Results

This campaign redefined success by blending deep audience insights, cultural relevance, and tech-driven storytelling to transform a legacy brand’s connection with today’s consumers. The strategy delivered outstanding results across business, brand, digital engagement, media efficiency, and long-term growth. On the business front, the campaign drove a 15% sales increase for KitKat SKUs during the activation period and achieved a remarkable 1100 basis points market share gain in the chocolate confectionery category during festive snacking. The innovative QR-based activation and interactive user journey spurred trial and repeat purchases, fuelling sustainable growth. Brand impact was equally impressive, with a 5.3% increase in YouTube ad recall and a 4.1% uplift in brand consideration among Gen Z and Millennials, as confirmed by third-party studies. Digital engagement soared, registering four times more interactions than previous festive campaigns, a 4% engagement rate on Meta platforms well above the FMCG average, and over 60% microsite re-engagement, driving deeper brand immersion. Media and influencer efforts surpassed targets with 3.46 billion impressions delivered (+27%), 119.8 million video views (+11%), and 346 million impressions from influencer-led Netflix-themed content, boosting ad recall by 2.5% on Meta. Most importantly, the campaign established a new “streaming break” category occasion, creating a first-mover advantage and strong ROI without heavy discounting. This culturally informed, tech-led approach not only boosted immediate performance but also future-proofed KitKat’s relevance in a rapidly evolving market.