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Kit Kat Digital Strategy - Comunicação Publicitária na Era Digital

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Social Media Strategy & Post Plan for Kit Kat
Group work at ESCS

Published in: Social Media
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Kit Kat Digital Strategy - Comunicação Publicitária na Era Digital

  1. 1. ANA BRANCO | FILIPE CARDOSO | JOANA SÁ | LETÍCIA MARTA | SÓNIA MOTA 6531 6776 6601 6724 6765 Social Media Strategy & Post Plan Disciplina: CPED Docente: Inês Mateus PM 3ºano
  2. 2. Kit Kat on Facebook Fonte: Social Bakers
  3. 3. Kit Kat on Facebook
  4. 4. Competitors Overview on Facebook Seguidores: 365 076; Têm centenas de “likes” em cada post e, às vezes, milhares; Postam quase todos os dias; Ocupa o 22ºlugar no ranking de páginas de FB em Portugal (fonte: Social Bakers) Conteúdo principal: Receitas, posts humorísticos usando sempre as 5 “personagens”, jogos, passatempos e muito mais; Aproveitam qualquer oportunidade para postar (ex: condições meteorológicas, festejos e assuntos relevantes da atualidade) Seguidores: 190 156; Postam várias vezes por semana; Têm entre 2 a 160 “likes” por post; Têm mais “likes” quando não partilham uma imagem juntamente com a mensagem; ocupa o 102º lugar no ranking de páginas no FB em Portugal (fonte: Social Bakers) Conteúdo principal: Lembretes para comer Kinder Bueno, jogos, desafios e posts humorísticos. Não costumam a fazer posts a celebrar datas importantes. Seguidores: 46 860; Postam quase todos os dias e, às vezes, várias vezes num único dia; Têm poucos “likes” por post. O mais alto teve 503 “likes”. Ocupa o 179º lugar no ranking de páginas de FB em Portugal (fonte: Social Bakers) Conteúdo principal: Posts relacionados com a última campanha publicitária feita pela marca, passatempos, fotos a apresentar apenas a barra de chocolate e montagens humorísticas
  5. 5. Brand Communication Analysis on Facebook Tone of Voice Exemplos:
  6. 6. Brand Communication Analysis on Facebook Visual • Presença do produto em todos os posts, explicita ou implicitamente no caso das receitas e com ou sem embalagem. • Fotografias do Instagram • Imagens com muito chocolate -» gula --» visualmente torna-se apetitoso e irresistível.
  7. 7. Brand Communication Analysis on Facebook Visual
  8. 8. Brand Communication Analysis on Facebook Visual Evolução da estratégia visual nos últimos 6 meses Junho Agosto Novembro “MEMES” ILUSTRAÇÃO INSTAGRAM / FILTROS DE IMAGEM Nota: A Kit Kat não tem qualquer problema em falar sobre outras marcas: ASUS, Nintendo e Android (Kit Kat Android )
  9. 9. Brand Communication Analysis on Facebook Copy & Consistency
  10. 10. Brand Communication Analysis on Facebook Copy & Consistency
  11. 11. Brand Communication Analysis on Facebook Copy & Consistency
  12. 12. Brand Communication Analysis on Facebook Copy & Consistency
  13. 13. Brand Territories Definition
  14. 14. Brand Territories Definition O prazer, gula e vício de chocolate são elevados ao expoente máximo Kit Kat também é bom para quando estamos tristes ou doentes
  15. 15. Brand Social Targets
  16. 16. Brand Social Targets
  17. 17. Brand Content Strategy / Post Plan Proposal according to Social Targets & Brand Territories Frequência de posts SEGUNDA-FEIRA 7-8h 8-9h Post 1 - Incentivo ao começo da semana 9-10h 10-11h 11-12h 12-13h Post 2- Count Down Receita 13-14h 14-15h 15-16h 17-18h 19-20h 20-21h 21-22h 22-01h Post 3 – Break nocturna
  18. 18. Brand Content Strategy / Post Plan Proposal according to Social Targets & Brand Territories Frequência de posts RESTO DOS DIAS ÚTEIS 7-8h 8-9h Post 1 – Sugestões de decoração natalícia + apelo ao espírito da época - laços familiares, partilha, amizade (3ª e 6ª feira) 9-10h 10-11h 11-12h Post 2 – E-Commerce (4ª e 5ª feira) 12-13h Post 3 – Count Down Receita 13-14h 14-15h 15-16h 17-18h 19-20h 20-21h 21-22h 22-01h Post 4 – Break nocturna (todos os dias)
  19. 19. Brand Content Strategy / Post Plan Proposal according to Social Targets & Brand Territories Frequência de posts SÁBADO 7-8h 8-9h 9-10h 10-11h 11-12h 12-13h Post 1 - Count Down Receita 13-14h 14-15h 15-16h 17-18h Post 2 - Lanche com Kit Kat 19-20h 20-21h 21-22h 22-01h Post 3 - Saídas à noite com Kit Kat
  20. 20. Brand Content Strategy / Post Plan Proposal according to Social Targets & Brand Territories Frequência de posts DOMINGO 7-8h 8-9h 9-10h 10-11h 11-12h 12-13h Post 1 - Count Down Receita 13-14h 14-15h 15-16h Post 2 - Lanche com Kit Kat 17-18h 19-20h 20-21h 21-22h 22-01h Post 3 - Kit Kat como gerador de energia para a nova semana
  21. 21. Brand Content Strategy / Post Plan Proposal according to Social Targets & Brand Territories Content Strategy Rubricas para além dos posts do Count Down 2ª feira Dia com menos fãs online 3ª e 6ºfeira Post1: Sugestões de Post1: decoração Incentivo -» natalícia + bom humor apelo ao espírito da Post 2: época (laços Break nocturna familiares, partilha, Aliar humor e o amizade) território escolhido Hora de ponta (prazer e gula) no Facebook. ao espírito Momentos de natalício. gula e prazer com Kit Kat durante a confusão do dia-a-dia . 4ª e 5ªfeira E-commerce Post 1: Produtos exclusivos da marca em chocolate (boneco de neve em chocolate branco, árvore de Natal , entre outros), para oferecer no Natal Sábado O fim de semana é o período preferido de posts da Kit Kat Post1: Lanche com Kit Kat Post 2: Saídas à noite com Kit Kat É Sábado, logo os fãs ficam acordados até mais tarde e mesmo que haja saídas à noite, os fãs ainda podem visualizar o post antes de sair. Domingo O fim de semana é o período preferido de posts da Kit Kat Post1: Lanche com Kit Kat Entre as 15-16h, pois ao Domingo muitos fãs acabam de almoçar mais tarde porque é dia de família. A partir das 15h já estão disponíveis. Post 2: Kit Kat como gerador de energia para a nova semana Entre as 21-22h, mais cedo que o post de Sábado visto que no dia seguinte começam os dias úteis.
  22. 22. Brand Content Strategy / Post Plan Proposal according to Social Targets & Brand Territories Calendarização EM ANEXO
  23. 23. Brand Activation Campaign Proposal on Facebook Contexto Oportunidade NATAL As pessoas reduzem os mecanismos de defesa para consumir doces na época natalícia. No estrangeiro a Kit Kat não tem estratégia de conteúdo para o Natal (excepto em Inglaterra) Insight “ No Natal podemos sempre engordar uns kilos.”
  24. 24. Brand Activation Campaign Proposal on Facebook Brand territory: Prazer/ Gula Data de início : 1 Dezembro Data de fim: 23 Dezembro Objectivo: Aumento do número de fãs na página do Facebook em PT. Social Target: Homens e mulheres, urbanos, classe B e C1, 18-24 anos Target: Homens e mulheres, urbanos, classe B e C1, 16-30 anos Teaser Passatempo E-commerce Disclosure Evento
  25. 25. Brand Activation Campaign Proposal on Facebook TEASER Imagem de calendário de chocolates de Natal. Countdown até ao dia do evento: cada dia abre-se um quadrado do calendário. Por cada quadradinho postamos uma receita com Kit Kat. À medida que os quadrados se abrem vão revelando letras que no final dá o nome do evento. Inicio: 1 Dezembro Fim: 18 Dezembro 18 Dezembro - revelado que cada receita que foi postada nos dias anteriores vai ser apresentada no evento e disponibilizada para degustação.
  26. 26. Brand Activation Campaign Proposal on Facebook E-commerce na página do Facebook Com produtos exclusivos da marca (chocolates feitos de barras Kit Kat de diversas formas) para oferecer como prenda de Natal, em substituição dos clássicos bombons. Desta forma, a cobertura de consumidores é maior: todo o país. Passatempo Prenda de Natal Criar um doce com o chocolate Kit Kat --» Vence o doce mais criativo. O doce irá estar presente no evento dia 23 de Dezembro. O prémio será entregue na noite de Natal na casa onde o vencedor estará a passar o Natal.
  27. 27. Brand Activation Campaign Proposal on Facebook Evento – Kit Kat Wonderland Tente resistir… duvidamos é que consiga. Espaço ao ar livre Dia do evento: 23 Dezembro Locais: Grande Lisboa e Porto Objectivo: Aumento de fãs no Facebook Exclusividade: Zona V.I.P no evento (só entra quem é fã) e que ocupa a maior parte do evento logo torna-se quase obrigatório tornar-se fã para entrar --» aumento de nº de fãs (quem ainda não é fã, pode tornar-se no momento imediato através do mobile e ter acesso à zona V.I.P.) Partilha: Fotos de momentos no evento através do mobile Actividades: Fazer chocolate Kit Kat gigante com barras, boneco de neve com Kit Kat branco e árvore de Natal.

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