long loved kinder chocolate bars finally arrived in the U.s., but needed a social content plan for launch & to drive participation in #KidFlag sweepstakes & visit to kinderland (nyc activation)

Social Approach:

• Introduce Kid Flag on @KinderUS as an example of how Kinder helps families connect over sweet moments. 

• Increase social volume for launch to drive Kid Flag participation and excitement for Kinderland. 

• Engage target families sharing relevant content within agreed upon criteria: e.g., sweet family moments, parent + kid crafts, love of chocolate, etc.

• Cadence: Publish 3-4X weekly between October 24 and November 11

• create posts & calendar

• Create engagement guide, FAQs, messaging

results On Instagram:

• Collab posts leveraging our celebrity and influencer partners helped achieve high reach, earning 222K total impressions

• Collab Reels, Kid Flag and Kinderland content performed well-above benchmark engagement rates (ER)

• Research content featuring Lizzie struggled to garner engagement and weighed down average ER; without this content, channel ER is 4.3%

  Secondary Channels:

• Facebook: Resharing the TODAY show Kinder Chocolate clip with Leslie Odom Jr. earned a 14.2% ER, likely resonating because of the video asset, top tier media outlet and celeb talent