This document presents a digital strategy for KitKat in Indonesia. The objectives are to build engagement with KitKat's core target consumers and improve brand awareness, as well as create an integrated social media campaign to increase sales. The strategy involves creating a "ChitChat" application for sharing university life moments, running a storytelling competition on Facebook, producing a video series on YouTube, using hashtags and influencers on Twitter, holding a selfie competition on Instagram, and developing Line stickers. The channels will include owned media like the app and microsite, shared media like Facebook and YouTube, earned media through bloggers and influencers, and paid media like Google Ads and social media advertising.

1. KITKAT%DIGITAL%STRATEGY%
PREPARED%BY%%
IRFANDY%HAMZAH%

2. BACKGROUND%
• Kit$Kat$has$been$minimally$supported$in$the$last$5$years;$therefore$the$brand$needs$
to$rejuvenate$by$reconnec9ng$with$its’$core$target$consumers,$through$lifestyle$and$
digital$communica9on$
• As$for$the$product$background,$research$stated$that$though$people$are$familiar$with$
Kit$Kat$as$well$as$the$tagline$“Ada$BREAK,$ada$Kit$Kat”,$there$is$a$hesita9on$of$people$
to$purchase$the$product.$$

3. OBJECTIVES%
• To$build$engagement$with$Kit$Kat$core$target$consumers$and$improve$the$
brand$awareness$
$
• To$ build$ integrated$ and$ sustainable$ social$ media$ campaign$ plan$ that$
translates$to$actual$product$sales$

4. BRAND%INSIGHTS%
• 20$–$25$yo$
• Premium$–$upper$class$
• Everyone$who$appreciates$life’s$simple$pleasures$
• Core$Insight:$“The$Smile$In$Your$BREAK”$

5. DIGITAL%INSIGHTS%

6. DIGITAL%INSIGHTS%

7. FACEBOOK%DEMOGRAPHICS%IN%INDONESIA%

8. ONLINE%VIDEO%CONTENT%INSIGHTS%

9. TWITTER%INSIGHTS%

10. PHOTO:SHARING%SITES%%INSIGHTS%

11. DIGITAL%CAMPAIGN%
• CHITCHAT%APPLICATION%–$We$would$like$to$create$a$microsite$for$KIitKat’s$digital$campaign$with$
official$ download$ page$ for$ ChitChat$ applica9on.$ Adap9ng$ from$ the$ original$ tagline$ “Have% A% Break,% Have% A%%
KitKat”,$we$would$like$to$create$ $a$special$social$media$applica9on$for$class$group$with$a$strong$key$message,$
“Have% A% Break,%Have% ChitChat”% and$ core$ insight$ element,$ “The% Smile% In% Your% Break”.$ This$ digital$ campaign$
would$involve$the$most$influen9al$Indonesian$students$as$the$brand$ambassadors$to$use$ChitChat$Applica9on$to$
share$the$funny$moments$in$the$university$life$(notes,$sounds,$photos,$$&$videos$with$cap9on)$max.$35$persons$
per$group.$
$
• FACEBOOK% STORY:TELLING% COMPETITION% –$ We$ would$ like$ to$ create$ a$ storyXtelling$
compe99on$with$college$life$and$friendship$themes$on$Facebook.$
• CHITCHAT%VIDEO%SERIES%ON%YOUTUBE%–$To$gain$awareness$about$ChitChat$applica9on$via$
video$series$on$YouTube$(e.g.$short$movie,$music$video,$live$music,$cover$version,$etc)$
• HASHTAG%ON%TWITTER%&%QUIZ%:%%To$bring$hashtag$#ChitChatApps$on$Twi[er$in$order$to$gain$
awareness$and$euphoria$via$key$opinion$leaders$/$buzzer.$
• WEFIE%ON%INSTAGRAM%COMPETITION%–%‘Wefie’$with$the$class$group$and$get$a$special$prize$
from$KitKat$(e.g$official$KitKat$varsity$jacket,$bracelet,$etc)$
• OFFICIAL%LINE%STICKER%–$In$order$to$keep$updated$with$Indonesian$digital$media$trends,$we$would$
like$to$create$a$special$LINE$s9cker$to$gain$awareness$and$control$KitKat’s$brand$equity$among$KitKat’s$target$
market.$

12. DIGITAL%CHANNELS%
• Owned$ Media:$ KitKat’s$ ChitChat$ apps,$
ChitChat$video$series,$Microsite$
• Shared$ Media:$ Facebook,$ YouTube,$
Instagram$
• Earned$ Media:$ Blogger$ Rela9ons,$ Media$
Rela9ons,$Influencer$Rela9ons$
• Paid$Media:$Google$AdWords,$Facebook$&$
Twi[er$ CallXtoXAc9on,$ Online$ Adver9sing$
with$advertorials,$and$digital$banners$(via$
Online$Media)$$

13. THANK%YOU%