PHILIPPINES, JANUARY 2011 – MRM Philippines, the digital relationship marketing discipline of McCann Worldgroup, created a stir with its digital campaign for Nestle KitKat.
“Save the Last Break for Me” is a promo housed in KitKat Philippines’ Facebook fan page which encouraged fans to share their photos as they enjoy break times with KitKat bars. The page hit 7,000 fans just on its first day.
“Save the Last Break for Me” drove almost 80,000 users to become fans and generated more than 5,000 unique photo entries, driving massive re-purchase and brand loyalty. The promo attracted more people through friend suggestions, news stream visibility and friend feed alerts even with just KitKat Facebook social ads to drive users on site.
The brand’s Philippine fan page is the fastest growing among the brand’s fan pages globally, and the fastest growing Nestle fan page in the country.
"The campaign didn’t just earn impressive figures and results, but also genuine appreciation from the fans of Kitkat," said Donald Lim, MRM managing director. "They express and share their love for the brand in the fan page wall and with other fans as well, completely fulfilling the ideals of MRM – Conversations between Relationships. Being one with the existing Conversations and immersing the brand in Relationships that flourish in the digital space continues to bring significant results. This initiative with Kitkat is just the first of MRM’s digital breakthroughs this 2011.”
