Positioning the ultra-sophisticated, deliciously smooth Kinder Bueno as the ultimate adulting reward.
As Kinder Bueno is often mistaken for a kids’ treat, we were tasked to make Kinder Bueno more relevant to women aged 20-something. For this generation, adjusting to adult life can be challenging, from remembering to buy loo roll, to switching energy providers (as reflected on social media with the popular hashtag #adulting). As such, we positioned the ultra-sophisticated, deliciously smooth Kinder Bueno as the ultimate adulting reward. Via social listening, research and testing we pinpointed the hottest adulting triumphs of this age group and, to make it even more relevant with our audience, we teamed up with comedian and musical mastermind Brett Domino to create a catchy ‘adulting’ anthem.
The campaign kicked off with a master film, followed by contextually relevant 10 second edits targeted based on search behaviour, so if you googled ‘recipes’ we served you an ad all about spice rack struggles. To build deeper campaign recognition, we retargeted those who engaged with the original assets with playful GIFs. In addition to paid support, each asset was organically uploaded to Facebook, Instagram, YouTube and Twitter, including the 45second extended edit.
Reactive social. Troubleshooting adulting issues
To create further conversation around the concept of Adulting, we partnered with various influencers who reflected the tone of the campaign, to create unique content by challenging them to “The Adulting Quiz”. Given our audience were highly engaged, we ensured we were reactive on social, aiding them with their troublesome adulting issues and rewarding them with delicious Kinder Bueno. We even helped one girl bleed her radiator in real-time.
Now that’s Adulting!
The results were overwhelming; the campaign definitely struck the right chord with our audience, as they shared and commented in their thousands. Generating over 35 million views in total, it reached 66% of the population within our selected demographic. People were definitely interested in what Bueno had to say, with a 96% watch through rate that totals nearly 4.4 years of viewing. Not only were people watching, but the campaign was resonating, with a 4.4% lift in brand awareness (best in class for females 25-44).
By tapping into a relatable social phenomenon, serving up some undeniable truisms and establishing a new fun tone of voice, we help to give Kinder Bueno a fresh new relevance amongst its target audience. We’d say that deserves a Kinder Bueno indeed.