Case Study: KitKat achieves viral social engagement (4.3M views, 245K comments in 48 hours) with Shuttlerock

Igniting debate in Australia regarding KITKAT eating etiquette

KitKat enlisted Shuttlerock to boost brand awareness and drive engagement around the playful debate over the “correct” way to eat a KitKat. Facing a conversation-driven brief across Facebook, Instagram, TikTok and Twitter, KitKat needed platform-optimized social video ads and creative assets to spark talkability and capture real-time audience participation.

Shuttlerock repurposed existing footage featuring Michael Caton into three conversational videos with interactive polls, ensuring each asset was optimized and compliant for the target platforms. Shuttlerock’s cross-channel rollout drove 4.3 million organic views, 245,000 comments and 70,000 Twitter votes within 48 hours, plus national press coverage, delivering strong brand engagement and measurable reach.

KitKat

Joyce Tan

Head of Marketing Confectionery