Five reasons why KitKat got 28,000 shares with a single tweet — nestle.com

How did KitKat succeed in getting almost 28,000 shares for a single tweet about Apple's #Bendgate issue? Nestlé’s Global Head of KitKat, Stewart Dryburgh, explains: 1) Moment marketing “The KitKat brand leverages what we call ‘moment marketing’ – the ability to move fast, to hook on to topical or news events and to use it to make a social comment, adding value to consumers’ breaks.” 2) Brand personality “Part of our brand essence is having a sense of humour – an empathetic, laugh with you, not laugh at you, sense of humour. We’ve played on that with this tweet, threading together a news story, a key brand attribute and the brand’s unique sense of humour, to make people smile. We’ve done it several times, with KitKat in Space being another example.”

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