Strategy
Theme Anticipation:
We led the narrative by positioning KITKAT® in the media before brand actions at Rock in Rio were widely discussed.
Strategic Outlets:
We prioritized Tier 1 media and those with strong Gen Z alignment.
Micro-narratives:
We maximized the storytelling of each brand action to amplify impact.
Conversation Triggers:
We created strategic moments to spark broader conversations around the brand.
Fashion Territory:
We developed an exclusive clothing collection with the label Another Place.
Execution
Opportunity mapping for editorial diversification.
Dedicated team in Rio de Janeiro, with support in São Paulo.
Daily nationwide media outreach with content produced on-site.
Daily pitch agenda with strategic journalists.
Presence in major stories about the festival, brand activations, giveaways, and celebrities.
Concrete
Results
35,5 M
IQEM-V*
400
influencers
activated
110
Organic
Press Mentions
3rd Place Among Brands with
the Highest Media
Exposure Strength**
*IQEM-V: Internal metric for earned media performance **CDN Research
