Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.

1. #KitKatchers
2023 Digital & SoMe Marketing Strategy

2. We are The Digital Freaks!
OUR CORE SKILL IS CREATING AND CURATING CONTENT THAT PEOPLE
WANT TO SHARE THROUGH BREAKTHROUGH CREATIVITY.
Find us Contact us
Digitalfreaks.gr
info@digitalfreaks.gr
T. Kavalieratou str, 5-7, Kifissia
+30 210788543
Lia Gousta
Digital Creative Director
Houlia Tousouli
Email Marketing Manager
Tatiana Syrigou
Performance Marketing Manager
Katerina Galarioti
Digital Account Director
Maria
Emmanoulidou
Copywriter
Andromachi
Koltsidopoulou
Digital Strategist

3. Kit Kat has been established in Greek Market for many years now.
People know us & they like as. They’ve tried our products at least once. Undoubtedly.
So, what are we doing?
We want all these people to taste Kit Kat again. To grow retention. To increase lifetime value.
Now, the challenge is to become a brand they trust for longer than once, to be there in their special
moments.
Mainly with our products, but also with our presence in their lives.
Our digital & SoMe Strategy focus on these actions that will keep our customers close to the brand.
Kit Kat must reward the loyal ones, talk to its target audience and scope to sales increase.
Let’s get there.
THE FACT

4. MARKET ANALYSIS
� Main Brand Competitors: 3bit, Twix, Mars
� Main Company’s Competitor: Mondelez
� Kit Kat holds the largest SoM within category
KitKat 3bit
*Google Trends

5. MAIN COMPETITOR
� Audience: 18-24 y.o., Greece
� Channels:
� Facebook,
� Instagram,
� YouTube
� Tik Tok
� Website

6. Youngsters, 18-24, Greece based.
They leave among us, they dream, they hope, they fear, they stress out,
they set goals and they enjoy life.
They want to have fun, to study, to travel, to work hard, to love and get loved.
But what is the missing thing? Motivation!
With a Kit Kat, the whole world changes. It becomes more enticing, easier to conquer.
We’ll ask them to risk and give it a try.
RATIONALE
THIS IS THE #KITKATCHERS POWER.

7. BUT WE ARE THE YOUNGEST. WE
BELIEVE IN YOUTH,
WE ARE THE #KITKATCHERS.
estoManifestoManifestoManifestoManifestoManifestoManifestoManifestoManifestoManifestoManifestoManifestoMan

9. Overview
👉Goal: Retention, Repetitive Sales
👉Audience: 45.000 subscribed customers (email & mob), SoMe fanbase (Fb, Ig, Yt), Website visitors (pixel &
CAPI installed).
👉Audience Demographics: 18-24 y.o., Greece, GR & EN speaking.
👉Available Content Channels: Fb, Ig, Yt, Website.
👉Available Ad Platforms: Meta, Google, Tik Tok.
Actions
👉SoMe Content Strategy,
👉Ads Strategy,
👉Email Marketing,
👉Activations,
👉 Website Upgrade & Content Feed.
DIGITAL STRATEGY

10. 92%
SoMe CONTENT
Based on brand’s rationale & timeline, we want to create hype and interact with our audience via our SoMe accounts.
Tell them our truth and ask them to share theirs one. We want to achieve high eng. rate, interaction with followers and boost UGC.
of social media users trust original content and UGC more than they trust traditional advertising.*
*Source: Nielsen Consumer Trust Index
👉 Campaign Assets (videos),
👉 Educational & Useful
Content (Product or not).
👉 Campaign Assets (reels, static
images, carousels),
👉 Product images,
👉 Educational & Useful Content
(Product or not),
👉 Stories polls & Q&As,
👉 Re-share tagged posts & stories
– UGC, Community.
👉 Campaign Assets (short videos,
static images, carousels),
👉 Product images,
👉 Educational & Useful Content
(Product or not).

11. SoMe CONTENT
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Campaign Product
Useful
Content
Occasional
Content
Post Post Post
Post
Post
Story (poll,
Q&A etc)
Post Post
UGC
Repost of the
week*
Post
Story (product
asset, poll,
Q&A etc)
Story
Post
Post
INDICATIVE CALENDAR
2/month
Always on: community management
*Every Monday through Ig Stories we’ll ask our fan base to upload an image with #KitKatchers & @kitkatgreece based on a campaign’s pillar (travel, friends, starts etc) in order to upload the best in our
account by the end of the week along with all necessary credentials! Our idea is to frequently give prizes – KitKat chocolates to the winners!

12. SoMe CONTENT
Campaign Product
Occasional
Content
Useful/
Interesting
Content
👉
👉
👉
👉
👉
👉

13. SoMe CONTENT
Campaign
Product
Useful/
Interesting
Content Occasional
Content
👉

14. UGC/ AR Filter
In order to boost UGC,
we will create an AR
Filter for Instagram and
call our fanbase to use it
at their stories/ posts by
tagging us and using
#KitKatchers hashtag.
This way, they will
participate in KitKat’s
contest for 3 big boxes
full of KitKat (3 winners).

15. How to achieve it:
1. Personalization,
2. Segmentation,
3. UGC,
4. Frequency: 2/month,
5. Qualitative landing pages*.
EMAIL MARKETING
As email marketing in one of the most effective ways for customer retention along with awareness growth in order to increase
sales, our proposal is to proceed with a strategy that fits our rationale and interests our audience. We want our subscribers to
open brand’s emails & click that CTA. We are not spammers, we hate unsubscriptions.
Content pillars:
1. Useful Content,
2. Brand’s News,
3. Interaction.
ΜΑΘΕ ΠΕΡΙΣΣΟΤΕΡΑ
ΜΑΘΕ ΠΕΡΙΣΣΟΤΕΡΑ

16. PROPOSED WEBSITE STRUCTURE
We propose to proceed with a website redesign. There, a blog section would perfectly work as a place to gather for our subscribers. This blog
could include useful content, brands news or surveys & questionnaires and these pages could be used as landing pages for our newsletter or
social & ads content.
Menu: Products, News, #KitKatchers Team, Contact
👉 Products: product range page
👉 News: brand’s news such as product launches, revamps etc
👉#KitKatchers Team: content based on our campaign, travel tips, first
interview tips etc
👉Contact: contact form & info

17. KitKat X efood
GDN Banners
We will send a reminder
email to those who won’t
click on CTA button.
We want to have repetitive sales and reward also our loyal customers who trust us. As we have their emails, we will target them with Meta, Google
& Tik Tok ads in order to achieve sales by giving them 1+1 KiKat offer for each efood purchase which includes at least 1 Kit Kat. The mechanism
will work via a code to limit plenty of usage of the offer by other users.

18. ADS
👉 Campaign Assets (cut
versions bumper ads, full
versions in-feed skippable),
👉 Campaign Assets (static),
👉Activations
👉 Campaign Assets (cut versions,
static images),
👉 Product images,
👉Activations
👉 Campaign Assets (cut
versions)
In order to achieve our target which is retention & repetitive sales, we’ll run ads for those 45K subscribed users whose
emails are available for target & remarketing campaigns. Based on that, we are only able to use platform which support this
kind of campaign (database upload) such as Meta, Google (GDN & Yt) & Tik Tok. Fortunately, these platforms are used by
our target audience 18-24 y.o.
Channels
Content

19. ADS ASSETS
Campaign Product
Landing Page
Landing Page
kitkatgreece
Order Now

20. MEDIA PLAN
DIGITAL ADVERTISING MEDIA PLAN - MULTIPLE OBJECTIVES
MEDIA CHANNEL AD OBJECTIVE START DATE END DATE UNIT
COST PER
UNIT
SPENDING ESTIMATIONS
Meta Video Views 1/1/2023 12/31/2023 C.P.V. 0,10 € 30.000 € 300.000 Views
Meta Engagement 1/1/2023 12/31/2023 C.P.E. 3,20 € 15.000 € 4.688 Reactions
Meta Traffic 1/1/2023 12/31/2023 C.P.C. 0,3 € 15.000 € 50.000 Clicks
Meta Conversions 3/1/2023 12/31/2023 C.P.A. 1,30 € 21.000 € 16.154 Conversions
Meta
Conversions
(KitKat x efood)
5/1/2023 6/30/2023 C.P.A. 1,30 € 19.000 € 14.615 Conversions
Youtube In feed skippable 1/1/2023 12/31/2023 C.P.V 0,90 € 14.000 € 15.556 Views
Youtube Bumper Ad 1/1/2023 12/31/2023 C.P.M. 3,10 € 23.000 € 7.419.355 Impressions
Youtube
Bumper Ad
(KitKat x efood)
5/1/2023 6/30/2023 C.P.M. 4,50 € 14.000 € 3.111.111 Impressions
Tik Tok
Awareness
(KitKat x efood)
5/1/2023 6/30/2023 C.P.M. 2,80 € 16.000 € 5.714.286 Impressions
Google Display Conversions 1/1/2023 12/31/2023 C.P.C. 2,10 € 18.000 € 8.571 Conversions
Google Display
Conversions
(KitKat x efood)
5/1/2023 6/30/2023 C.P.C. 2,10 € 15.000 € 7.143 Conversions
TOTAL 200.000 €

21. 2023 DIGITAL STRATEGY - TIMELINE
FEB MAR APR MAY JUNE JULY AUG SEP OCT
JAN DEC
NOV
AR
Filter/
UGC
Contest
REMARKETING CAMPAIGN
KitKat x
efood

22. TOTAL BUDGET & ESTIMATED RESULTS
Management,
38,080 €
Production,
57,300 €
Media Spent,
200,000 €
Views 315.556
Reactions 4.688
Clicks 50.000
Conversions 46.483
Impressions 16.244.752
Total Budget Allocation Estimated Results

23. THANKS!
Any questions?
info@digitalfreaks.gr
+30 210788543
Digitalfreaks.gr
Contacts:
k.galarioti@digitalfreaks.gr a.koltsidopoulou@digitalfreaks.gr

24. TOTAL BUDGET ALLOCATION
*Appendix
Social Media Management & Reporting Monthly Fee
Social Media Management & Reporting Fee 4.600 €
20 posts, 12 stories, 2 yt videos, community management, 2 newsletters, 1
report
Cost per Unit
Static Post Graphic 200 €
Story 70 €
Video 200 €
Copy 20 €
Reporting 600 €
AR Filter 300 €
Advertising Costs
One off
Advertising campaings manager, Optimization & Reporting 20.000 €
10% on media budget (200.000€)
Digital & Social Advertising campaigns set up (10 campaigns) 5.000 € 12 months
Website Redesign 900 €
Monthly Advertising Costs
Ads Assets Production (4) 700 € 8.400 €
Email NL platform subscription 290 € Mailchimp
Email marketing service 200 €
TOTAL 1.290 €