This year, Twitter saw over 13.8M daily impressions in Canada centered around the NFL postseason, making Twitter fertile ground for reaching football fans and increasing KITKAT’s association with the NFL. KITKAT became an In-Stream Video Sponsor of NFL Canada content, pre-rolling KITKAT ads on in-game highlights — including the biggest plays, touchdowns, and moments — as they were Tweeted in real time. To reach the right audience at the right moment, it layered on demographic, keyword, handle, interest, and TV targeting to reach the most engaged fans at peak times. KITKAT also increased its click-per-view bids during moments of high engagement and lowered them when engagement tapered off, ensuring a strong brand presence without overpaying for it.

@KITKATca was one of the first brands that Nestle Canada promoted with Twitter’s In-Stream Video format. By kicking off premium NFL content, it engaged football fans when it mattered most and achieved over 3 million views during the postseason.

Twitter’s In-Stream Sponsorship allowed KITKAT to capture receptive users by pre-rolling timely, premium, brand-safe content. Twitter’s targeting tools were a huge boost too: On average, Twitter provides accurate demographic targeting 76% of the time, beating the 59% for standard Nielsen Digital Ad benchmarks.

With this campaign, KITKAT proved that when the creative, the content partner, and the targeting come together in perfect alignment, the results can be sweet indeed.