The partnership with Amazon Ads unlocked new opportunities for KITKAT to reach the right audiences at the right moment. The content of the campaign carefully aligned with the feelings and emotions of its audience, one of the main reasons why the campaign was so successful.
“KITKAT’s new brand strategy for The Netherlands revolves around realizing impact in different aspects of youth culture,” says Aniek Gaveel, brand manager at KITKAT The Netherlands. “The gaming community was identified as one of the most important. Twitch proved that it is able to significantly drive brand growth on our most important [key performance indicators] in this hard-to-reach community.”
One of the ways that Amazon Ads measured the campaign’s success was by setting up a Twitch research power group made up of over 600 Twitch users based in The Netherlands. Half of the group were exposed to the ad, and the other half was not, so that comparisons could be accurately measured. Among the Twitch users that had seen the ad, 9 out of 10 respondents said they were aware of the KITKAT message.2
The campaign was able to raise unaided brand awareness by 52%, which surpassed the average benchmark of unaided brand awareness across similar campaigns by 3x. Having seen the ad, audiences were also more than 2x more likely to associate KITKAT with gaming.3 Twitch viewers who watched the ad were also twice as likely to attribute the KITKAT message, “Even the biggest champ needs a break,” to the right brand, compared to the average benchmark across similar campaigns.