Product: KitKat – Joe The Mug
In brief: Bring Joe the Mug to life and promote this new gift with purchase.
Making a short story long: Nestlé wanted to promote their new giveaway mug so we decided to bring him to life. Literally. We gave him a personality and figured who could be more hard-working than someone’s office mug? We put him in a variety of situations where all he wanted was a proper break – with a KitKat. The Give Joe a Break hashtag even had its own custom emoji. The snapchat game was played over 3.4M times, shared 330,000 times and played on average for over 20 seconds. In each case doubling the industry average.
Media: YouTube pre-rolls, Snapchat filter, Instagram ads, Twitter ads, Twitter emoji