KitKat is all about making breaks that little bit more fun. So in that spirit we partnered with TikTok to help create excitement about the launch of KitKat Milky Bar using the brand-new Interactive Add-On called Shake Surprise. A category first, users were prompted to shake their phone and were rewarded with KitKat Milky Bar showering the screen, and with details on how to get their hands on the delicious collab.

While Reach performance alone is impressive, with 1.7m Aussies reached across a 24hr period, benchmarks for both 6 second Focus View (+35%) and engagement (+23%), were smashed. Most importantly for a performance campaign, whilst 103,000 users clicked to the retailer in the traditional way (+24% vs benchmark), and additional 390,000 reached the retailer by interacting with the ad and shaking their phone when prompted. This sets a whole new benchmark, and there’s nothing shaky about that.

3rd place - Mediaweek’s Ad Placement of the Month May 2023