Using IPC Insight’s Origin Panel to explore how young women spend their spare time, the pitch team elected to build the campaign around fashion as the most direct way of tapping into this audience’s ‘me-time’ passion.
IPC initiated a cross-media partnership with Heart Radio and experiential agency Stretch Media to produce a campaign that delivered across numerous touch-points. Together they created a strategic platform designed to chart a consumer journey from press and radio to nationwide events and the Senses-branded fashion micro site.
With Pixie Lott as the face of the campaign, “Kit Kat Fashion Senses” formed the unifying, cross-platform theme, enabling the consumer to interact with the brand and ensuring the campaign delivered against objectives…
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