Is there a right way to eat a KitKat? It all depends on who you ask.
A recent social media frenzy has people debating how the beloved chocolate-and-wafer treat should be consumed. The design of a KitKat encourages people to break off one of the four bars and eat them individually, but that’s not the only way to go about it.
Candy lovers also nibble around the edges to expose the layers inside or, in a daring move, just bite the entire bar.
KitKat is encouraging the debate on social media and teamed up with Australian TikTok influencers to share their KitKat consumption with #rulebreak.
Influencers at work
KitKat worked with a handful of influencers like the Rybka Twins, who are famous in Australia for their acrobatic videos, and asked them to share how they eat a KitKat. The video shows several things the twins do exactly the same, except for how they eat a KitKat.
TikTok influencer Tom Ford also worked with KitKat. He shared a funny video of his disdain for people who eat a KitKat the wrong way, telling his “buddies” who bite all four bars at once that they can no longer be friends.
These kinds of sponsored posts helped the brand get close to 500 pieces of sponsored content so far this year.
BrandGraph, a social intelligence platform, shows Sponsored Content Volume for KitKat and nine of its competitors. KitKat sits in third place for content volume, a little behind Lindt and about a 100 or so pieces behind front-runner Ferrero Rocher.
Despite a limited number of sponsored posts, KitKat has also struggled to achieve the reach of its competitors. BrandGraph shows the 84-year-old chocolate brand trailing far behind others with their sponsored posts reaching an average of just under 50K people. Meanwhile brands like Crunch and BabyRuth reach 325K+ customers with each piece.
However, KitKat’s #rulebreak campaigns could pull their average reach up. Tom Ford’s video has 128K likes and 1,200-plus comments just 16 days after sharing it. The Rybka Twins racked up 186K likes and 670-plus comments. In time, these posts could increase KitKat’s overall reach for the year.
BrandGraph shows KitKat’s audience
KitKat’s newest campaign leans into an existing debate about the candy bar, as opposed to creating a new jingle or flashy packaging. The debate has actually existed for years. Back in 2016, for example, Kourtney Kardashian shared a YouTube video on her side-nibbling technique.
But the idea for the campaign actually came from a commercial shoot. KitKat was shooting a commercial with actor Michael Carlton, who was attempting a Zoom call with a fellow wizard via a magic ball when they experienced technical troubles. The relatable commercial encourages people to take a break from these everyday frustrations and enjoy a KitKat.
During the commercial, Carlton broke the bar up and ate individual pieces. However, when the camera wasn’t rolling, he bit the whole bar. This simple action sparked an idea among KitKat’s ad team that led to the #rulebreak campaign.
While influencers have set the stage with their videos, KitKat is likely catering to a certain audience. BrandGraph shows most content creators for KitKat are female (68 percent) and between the ages of 25-34, which makes up about 40 percent of the brand’s audience.
Judging by the influencers KitKat selected to work with, it makes sense that the brand is targeting a younger crowd, perhaps looking to grow its 18-24 demographic. Right now, 18- to 24-year-olds account for less than 18 percent of the brand’s audience.
BrandGraph even shows us what other brands KitKat customers engage with. Research shows KitKat’s audience is also engaging with Coca-Cola, Kylie Jenner, Cardi B, Heineken, and Nutella.
While the full impact of the KitKat #rulebreak campaign is yet to be seen, BrandGraph can provide specific details on the effectiveness of a campaign and the makeup of an audience. If you’re interested in this kind of robust data for your marketing team, check out BrandGraph to see how it can help with your next campaign.
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