The document discusses brand personality in the age of social media. It provides examples of brands like Hilton, Best Buy, Arby's, and Tesco that have adopted social brand personalities like being local/helpful, knowledgeable/friendly, conversational/casual, and cheeky/irreverent respectively. The document then analyzes social media conversations around chocolate brands in Singapore, identifying segments of youth like The Fan Fanatics, Social Butterflies, Mini Celebs, and Fashionistas. It provides profiles of influencers from each segment and ways chocolate brands like Kit Kat could engage each segment by leveraging their interests.

1. Re:think brand personality in
the age of social media
Nestlé Digital Day 2014

2. What is brand personality?
“A set of human characteristics
associated with a brand”

3. Source: https://www.millwardbrown.com/BrandZ/Top_100_Global_Brands/Previous_Years_Results/2012/Brand_Personality.aspx

4. Brand personality?

12. Social brand personality
Case studies

14. Hilton
Local and helpful

18. Best Buy
Knowledgeable and friendly

23. Arby’s
Conversational and casual

31. Tesco
Cheeky and irreverent

41. Lowcostholidays.com
Bold and proactive

47. Social insights to guide you

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25/03/13
Kit Kat Cadbury Kinder Snickers Chocolates
Buzz spikes are mainly contributed by the Kinder
Bueno’s campaign and Kit Kat’s product recall
Chocolate Category:
RTs of chocolate facts and comments on
the Kit Kat and Milo Facebook walls.
Kinder Bueno:
Aside from the conversations where
consumers tweet about their likes for Kinder
Bueno, there are tweets and RTs on voting
for Kinder Bueno’s Mashine Musicians
(#KBmashine).
Snickers:
RTs of tweets by @F00DP0RN on Snickers
Ice Cream bar http://t.co/rbAceACU
Kit Kat:
RTs of Kit Kat recall news posted by
ChannelNewsAsia, TodayOnline, Stcom
and cnalatest. The post of the Kit Kat Tote
bag on Kit Kat’s Facebook wall also drives
engagement.
Cadbury:
Buzz increased with conversations on like
for Cadbury brand and preference between
Nestle and Cadbury.
1
2
3
4
5
SOURCE: Blogs, Facebook, Boards and Twitter
DATE: Past 90 days from 25 March 2013
1
2 3
4
5
Trended Buzz for the past 90 days from 25 March 2013

49. Kit Kat’s conversation is found predominately in
twitter and the brand’s Facebook page
SOURCE: Blogs, Facebook, Boards and Twitter
DATE: Past 90 days from 25 March 2013
Social Media SOV for Kit Kat
Source Type Category # of posts
twitter.com Twitter Social Networking 886
facebook.com Facebook Social Networking 370
hardwarezone.com Board General Interest 49
vr-zone.com Board General Interest 33
mycarforum.com Board Car Forum 14
sgforums.com Board General Interest 6
kiasuparents.com Board Parents’ Community 2
anonymousxwrites.
blogspot.com
Blog General Interest 1
deluxemall.com Board
Bag Enthusiasts’
Community
1
loveyouwrongtime.
wordpress.com
Blog General Interest 1
Top 10 Sources for Kit Kat
Twitter conversations of Kit Kat is mainly on how much they enjoy their Kit Kat bar on its own or with
something else like ice-cream or cake. There are some buzz where Kit Kat is closely linked to “have a
break”.
Opportunity: Consider having a local twitter profile to engage buzz happening

50. Youth in Singapore

51. We have identified 4 main segments
The Social Butterflies
The Mini Celebs
The Fan Fanatics
• These segments are not exclusive on their own.
• Although the Fashionista’s segment is overlapped by all, there will be overlaps between Fan Fanatics,
Social Butterflies and Mini Celebs.
The
Fashionistas

52. Type Purpose Used Segments Identified
• As an outlet to express self as a journal or
poem writing
• Platform for an online store
• Mini Celebs
• Social Butterflies
• Platform to upload singing videos or video
logs
• Mini Celebs
• The most popular photo uploading app
among the Top Influencers.
• Fan Fanatics
• Mini Celebs
• Social Butterflies
• Fashionista’s
• Short 36 seconds video updates of things
happening around the influencers
• Mini Celebs
• Social Butterflies
• A platform where anyone can ask a question
to someone anonymously.
• Some teens found it too intruding and rude
and stopped using it.
• Mini Celebs
• Social Butterflies
Most of the teens are active in multiple platforms

53. The Fan Fanatics

54. Who are they?
• Mainly are the younger teens between 16 years old to 17 years old.
• Close follow their favourite celebrities like One Direction (1D), The Wanted,
Justin Bieber, Big Time Rush (BTR), Janoskian or K-Pop celebrities.
• Tend to quote their celebrities in their tweets and converse with them.
• Encourage followers and tweeps to vote for their celebrities during awards
like the Teens’ Choice Award (TCA; Radio Disney)
• Usually have a lot of followers. This could be mainly due to:
− Fans of the same celebrities follow each other
− Follow tweeps who follow back or request for follow back
• Cute and/or hot boy bands or upcoming singers
• Converse with fellow fans
• Attend concerts – Jonas Brothers, Demi Lovato, The Wanted etc.
• Some are active in ask.fm
• Starbucks, meme’s and shoes
• Fashionistas
• Social Butterflies
The Teens
Like
Overlapping Segments
The Fan Fanatics

55. What do the Fan Fanatics Say?
“@thewanted I just ate a
chocolate and I think I'm
high hahaha follow me?”
– @JSTheWanted
“Eating lots of
chocolates because I
lost 8kg lol :D #KCAUK
#VoteTheWantedUK” –
@JSTheWanted
Chocolates
“@zhermaineluvCRS
Eating chocolates,
listening to music,
watching TV and tweeting
lol #KCAUK
#VoteTheWantedUK” -
@JSTheWanted
“Thankyou kor, @teohaoyang !
↖(^ω^)↗ gifts from japan. Hehe. I'll
eat it well. (: #kitkat #chocolate …
instagr.am/p/Wj7UiJjIUC/ “–
@xinru_
“My office has a Kit Kat
bar. #SUCCESS
#chocolate #KCA
#VoteBTR” -
@SchmidtTheory
The Fan Fanatics

56. Fan Fanatics use a lot of hashtags especially during
awards season
Kids
Choice
Award
MTV
Music
Award
Other hashtags used:
- #maxmonday (The Wanted)
- #tomtuesday (The Wanted)
- #wantedwednesday (The Wanted)
- #sykessunday (The Wanted)
- #24seven and #excitedface
(BTRs new episode release)

57. Following Followers Tweets R6 Score
631 1,334 71,539 45
@JSthewanted
The Fan Fanatic
• Tertiary student – studying in an ITE
• Fan boy for The Wanted
• He encourages people to follow back especially fans of The Wanted
• Always voting for The Wanted for awards which they are nominated.

58. How do we engage them?
The Fan Fanatics
The Fan Fanatics Kit Kat Team
• In tune with hashtags used/linked to their
favourite celebrities
• Shares pictures and videos of their favourite
celebrities
• Enthusiastically vote for their celebrities for
awards
• Tweet to their favourite celebrities
Want to be close to their favourite
celebrities
• Campaigns that features
 A voting mechanism that uses hashtags
 Voting from twitter, facebook and instagram
 Link to a celebrity who appeals to the vast
majority of Fan Fanatics
• Create a space where Fan Fanatics can
gather to talk about their favourite celebrities
 Kit Kat will subconsciously linked to their
celebrities
• Goes for concerts by Jonas Brothers, Demi
Lovato, The Wanted and now, Lawsons
Keen to watch live – pop music and cute
boy bands or singers
• Be one of the sponsors for similar concerts for
awareness and brand image  linked to pop
music and cool boy bands or singers
• Create awareness of sponsorship via
Facebook and/or Twitter. Quote hashtags and
encourage Fan Fanatics to share pictures of
their experience

59. The Social Butterflies

60. Who are they?
• Range from young teens to early 20’s
• Tweet very frequently in a day – similar to a mini daily journal. Talk about
things happening to them throughout the day.
• Get to know trending items faster (example: the gwiyomi trend)
• Share pictures, meme’s and quotes on love and relationship on tweeter.
Usually active on Instagram as well. Frequently converse with their friends
(on tweeter) and followers.
• Moderate fans of k-pop and boy bands
• Socialize with their friends – shopping, school activities, dates etc.
• Hanging out or going out with friends around the area close to them. These
are mainly out of city center like Tampines Mall, Sengkang.
• Go to town only when they need to shop for something specific or as a
hangout over weekends – Bugis, Arab Street, Cineleisure
• Hangout consists of food mainly from McDonald’s, Pizza’s, StarBucks and
ice creams like Ben & Jerry’s, Coldstone and Swensen’s.
• Depending on interests, some like to head down to the beach over
weekends – Sentosa and East Coast Park
• Fashionista’s
• Moderate Fan Fanatics
The Teens
Like
The Social Butterflies
Overlapping Segments

61. What do the Social Butterflies Say?
“I sell chocolates because
wanna earn a bit of cash
for mom. That's it. No
other intentions.” –
@mohdnoorhakiki
“Who's with me. We
chill chill mango makan
chocolates je. Heheh.
Good nights guys,
have fun in school.…”
– @mohdnoorhakiki
Chocolates
“@miraneutronwane
hehehehe yay so i you're lucky
you'll get some chocs when
we meet hehehe ��� can't
wait too! Supper also jadi
lah!”- @SH3ILA
“Hahaha my brother is ashamed that
I've got abs and he got fats! Lol, and
he purposely fed me with chocolates
and sweets. LOL THANKS’” –
@wildgirlxxx
“Why is my brother so
nice to me today?
Hahahais, he gave me
chocolate and a leg
massage :')” -
@wildgirlxxx
The Social Butterflies

62. Following Followers Tweets R6 Score
451 550 50,849 46
@mohdnoorhakiki
The Social Butterfly
• Converse with friends on Twitter
• Always hanging out with his friends and likes to take pictures of himself and friends.
• Working at Singapore Flyer and Pastamania before school reopens. Working 2 jobs to help mother out.
• Selling chocolates as well
• Travel via MRT
• Keek user
• Instagram: @mohdnoorhakiki

63. How do we engage them?
The Social Butterflies Kit Kat Team
• Journal about their life almost every hour of
the day
• Converse with their friends and followers on
twitter
• Shares pictures, meme’s and relationship
quotes.
Attention seekers
• With a new launch of campaign or promotion,
engage the Social Butterflies to talk about it
with hashtag quote.
• Use videos, pictures or quirky quotes.
• Possible one-day curator for a campaign.
Example: @hellofrmsg
• Track the Social Butterflies to know what’s
new and what’s not online and offline• Get to know about latest online trends
• Could be early online trend adopters
In the know of online trends
The Social Butterflies

64. The Mini Celebs

65. Who are they?
• Mainly late teens or early 20’s
• They have youtube videos of them singing covers and as a videolog (or mini
talk shows).
• Some started online shops – aspiring entrepreneurs
• Have followers or their mini fan base. Example: @blackalogy has a fan club
twitter dedicated to him
• Tweet about day to day happenings but not as frequent as the Social
Butterflies.
• Users of ask.fm, keek, instagram and Youtube
• Some could be emo’s tweeting about love and relationship matters.
• Take advantage of their interests and cultivate it to be something bigger.
Example: Singing, collecting items, interest in love/relationship matters etc.
• Sneakers, snapbacks, clothes
• Shopping – Orchard, Vivo City, Asos (online)
• Social Butterflies
• Fashionistas
The Teens
Overlapping Segments
The Mini Celebs
Like

66. What do the Mini Celebs Say?
“what would you do it your
girlfriend is sad, like she...
— I'd take her out, buy
her some chocolates
ask.fm/a/30iq3k2b.” –
@Izzraimy
“Raw egg - Cover in melted chocolate -
Wrap in aluminum foil - give it to
person you hate - RUN AWAY because
that person will probably puke.” –
@blackalogy
Chocolates
“@_SarahhMel Look.
I'm sorry okay babe.
My bad. Let me
make it up to you. I'll
come over tonight,
and send you some
chocolates” –
@Izzraimy
The Mini Celebs

67. @haiqalray Following Followers Tweets R6 Score
18,732 65,969 43,866 55
The Mini Celeb
• 16 years old male
• A blogger. Just signed up to ask.fm and looking forward to try out.
• Apple fan – owns a Macbook Pro and iPhone 5.
• Currently venturing into online business and manage to get a few sales. Also trying out singing.
• Looking forward year end trips to Gold Coast and Bangkok.
• Hang out areas: Orchard, Cineleisure, shops in Vivocity and East Coast Park for jogs and long board.
• Youtube: http://www.youtube.com/user/hrzagger
• Instagram: @haiqalray_

68. How do we engage them?
The Mini Celebs Kit Kat Team
• Leveraging on their interests to be somebody
• Use video channels like keek and Youtube
• Have a following (fans or followers) on Twitter,
Keek, Youtube and ask.fm
Want to be somebody
• Engage with the Mini Celebs to create user
generated content for Kit Kat
• Give them opportunities to self promote
• Leverage on talent competitions to generate
interest and be the brand behind their
success.
• Sponsorship of media channels example: the
Mini Celebs Youtube channels (sponsored by
Kit Kat).
The Mini Celebs

69. The Fashionistas

70. • Range from young teens to early 20’s
• Tweets about their shopping trips, what they want to get and share pictures
of the things they like/bought.
• On top of that, they are mainly social butterflies and mini celebs where they
engage with their friends and followers on Twitter.
• Heels, ladies’ shoes, sneakers, snapbacks, clothes, accessories
• Shopping – Takashimaya, Somerset, Orchard, Bugis, Arab Street, Vivo City,
Tampines Mall, Asos (online)
• Brands – Vans Shoes, Cotton On, H&M, Havaianas
• Hangouts/Food – Cineleisure, Zirca, McDonald’s, Simpang Bedok,
• Social Butterflies
• Mini Celebs
• Fan Fanatics
The Teens
Overlapping Segments
The Fashionistas
Like
Who are they?
Every segment has the influence of Fashionistas. Therefore for
engagement basis, it is best to engage through the other
segments

71. Following Followers Tweets R6 Score
2,493 2,925 88,050 38
@SchmidtTheory
The Fan Fanatic
• 19 years old female
• Big Time Rush (BTR) fan – follows all @ and most # for the band
• Tweets to celebs and has conversations with other fans
• Likes going for concerts: Jonas Brothers, Demi Lovato
• Likes shoes. Always taking pictures of shoes currently wearing or newly bought shoes.
• Likes Starbucks
The Fashionista

72. Following Followers Tweets R6 Score
1,015 2,582 59,182 43
@mraros
The Social Butterfly
• Works in Awfully Chocolate – because she likes chocolates
• Likes ice cream, clothes and shoes (fashion). Likes Vans and Havaianas
• Shops around Orchard Road
• Enjoys partying especially when her boyfriend goes along
• Hang out mentioned: Cineleisure , Zirca, Attica
• Blog: http://www.m-iraros.blogspot.sg/
The Fashionista

73. @Izzraimy Following Followers Tweets R6 Score
4,727 4,301 62,062 50
The Mini Celeb
• 19 years old male
• Collector of snapbacks and sneakers
• Designer for Dime Clothing
• Works out in the gym because he wants a nice muscular body
• Shops online at Asos.
• Used to have ask.fm but have disabled it because he found it too intrusive.
• Youtube: https://www.youtube.com/user/RandmSnapzProduction
The Fashionista

74. Summary

75. The segments and drivers
The Social Butterflies
The Mini Celebs
The Fan Fanatics
The
Fashionista’s
• It is important to understand the drivers for each segment before targeting them separately.
• The Fashionista segment is overlapping the 3 main segments as we identified these groups are
Fashionista’s at different levels
• There would be overlaps between the 3 main segments – the Fan Fanatics, the Social Butterflies and
the Mini Celebs, strategy should be aimed based on the main segment influence.
Want to be close to their
favourite celebrities
Keen to watch live – pop
music and cute boy
bands or singers
Attention seekers
In the know of online
trends
Want to be somebody

76. What do these people do during a break?
They tweet! :)

77. Parting tips