How KitKat closed FMCG’s billion-dollar blind spot
2.3x stronger ad recall | 3.8x higher offline conversions
35,572 verified supermarket visits
+42% purchase uplift (Germany) | +39% purchase uplift (UK)
In a crowded FMCG market, KitKat’s brand awareness was already strong, but digital media couldn’t prove a direct impact on sales. The typical broad-reach approach was inefficient, exposing ads to non-shoppers and wasting media spend.
KitKat’s core aim was to prove that mobile ads could drive measurable, in-store purchases; not just engagement metrics.
In partnership with MEmob, KitKat deployed Europe’s first closed-loop, location-intelligent mobile campaign, directly linking mobile exposure to verified in-store behavior. By targeting real, repeat shoppers during key “snack-time” moments and leveraging AllPings‘ location intelligence, KitKat focused on high-intent shoppers based on real-world mobility patterns.
Excelate DSP delivered ads to verified shoppers, optimizing for proximity to stores and peak shopping hours. Meanwhile, Stretch’s O2O (Online-to-Offline) attribution model confirmed the direct sales impact of each ad, transforming attention into measurable sales.
What This Case Demonstrates
- The power of turning mobile attention into real-world sales through precise targeting
- How location intelligence can refine ad delivery and cut out media waste
- Why attribution and verified ROI are crucial to justifying mobile media investment
- How KitKat set a new standard for measuring incremental sales in FMCG with mobile campaigns
