Chapter
01
A Real-Time Operation
A war room in São Paulo and an in-loco team in Rio de Janeiro worked as one integrated operation, monitoring the festival and producing content while culture was happening. The structure supported 312 pieces of content, filters and activations across the brand’s social channels.
War Room + Coverage In Loco312 Contents Created
02 A Festival of Content
Chapter
02
A Festival of Content
Daily editorial formats such as Break News, Break Drops, Opportunities, KitCam and Break do Dia gave KitKat a consistent voice throughout the festival. Community management and sharp responding helped the brand speak directly with Gen Z and activate fandoms in real time.
Break News / Break Drops / KitCamCommunity + Fandoms
03 Platform-Native Performance
Chapter
03
Platform-Native Performance
TikTok, Instagram and Twitter each received content designed for the behavior of the platform. The result was a mix of real-time posts, polls, short-form video and social interaction, with individual pieces generating millions of impressions and tens of thousands of engagements.
TikTok / Instagram / TwitterPlatform-Native Performance
04 Hacking the Festival Conversation
Chapter
04
Hacking the Festival Conversation
KitKat expanded beyond its own channels by creating a genderless fashion collection with Another Place and inserting the brand into content connected to other major festival sponsors. The work appeared across PodDelas Americanas, TikTok coverage and Heineken-related conversations.
Another Place + Sponsor ContentCulture Hacking
05 From Collaboration to Culture
Chapter
05
From Collaboration to Culture
The fashion collaboration moved through creators, fashion profiles and celebrities, while fictional band names and T-shirts created another layer of participation. Ideas born inside the campaign started circulating through the festival audience as cultural objects of their own.
Fashion + Creators + New BandsCultural Reverberation
06 A Break That Made Noise
Chapter
06
A Break That Made Noise
The campaign reached 51 million people, delivered 249 million impressions and 968 thousand engagements, activated more than 400 influencers and placed three hashtags in the Trending Topics. KitKat became the third brand in earned media at the festival, generating more than R$ 8.9 million, and ranked among the four most talked-about brands on Twitter.
Campaign ResultsReach / Engagement / Earned Media
