Background
- KitKat has been talking about breaks for over 65 years. So in 2023, as artificial intelligence becomes increasingly open to everyone, KitKat saw a perfect opportunity to take its advice and let generative AI take the lead on its latest ‘Have a Break, Have a KitKat’ campaign.
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KitKat embarked on a quest for a new, exciting strategy to stay at the forefront of consumers’ minds. With a focus on connecting with the blossoming Gen Z demographic in unique and attention-grabbing ways, the brand aimed to emphasise its core message of taking breaks in refreshing and unexpected ways.
Action
- The concept of ‘Have AI Break’ was straightforward: KitKat entrusted AI to handle the marketing workload, allowing both the brand and its agency partner to relax and truly ‘have a break’.
- With the emergence of AI technology and the accessibility of ChatGPT as an open-source platform, KitKat seized the ideal moment to embody its own brand ethos.
- They fed an AI model prompts for AI-written scripts and used DALL-E 2 to generate imagery.
- From these they created several videos that they uploaded to a number of social media platforms.
Results
- The campaign targeting Gen Z had a positive impact on the brand’s reach, engagement, and perception.
- The films generated high levels of social media engagement across YouTube, Instagram and TikTok.
Lessons
- Using AI-generated content allowed the brand to produce more relevant and unique films for little effort, reinforcing the key brand message around breaks.
- Embrace Emerging Tech: KitKat’s use of AI technology showcased a commitment to innovation in marketing strategies
- Stay True to Brand Message: Despite AI integration, KitKat’s campaign remained consistent with its core message of encouraging breaks.
- Target Audience Relevance: By targeting Gen Z specifically, KitKat demonstrated an understanding of their audience’s preferences and behaviors.
- Measure Impact Across Channels: Tracking metrics like reach and engagement across platforms helped KitKat assess the campaign’s effectiveness and refine future strategies.
Quotes
“The reality is not every brand has something relevant or fun to say in that space. So we thought, let’s have a crack at it and poke a bit of fun at AI – while we can.”
– João Braga, CCO, Wunderman Thompson Australia
Agency
Wumderman Thompson Australia
