Surely a Page of Youth (Sponsored by KitKat)

Overview

A vertical IP content case study that launched an SNS account from scratch centered on “high school students’ youth dedicated to exams and club activities,” achieving approximately 250 million views and the highest market share in history.

Launched the SNS account “Surely a Page of Youth” from scratch with the aim of reaching Gen Z and reconstructing the “supporting exam students” brand message. Centered on short dramas × trending content, we continuously depicted the real concerns and youthful moments of high school students through vertical videos. Through a design that linked short dramas and TV commercials narratively, and integrated deployment with OOH and LIVE streaming, we expanded the brand in two contexts—exams and club activities—as a brand IP originating from SNS.

Challenge

Unable to grasp Gen Z insights, the creative design and touchpoint design for “how to deliver” were not established.

While KitKat had long-standing brand equity as a “supporting exam students” brand, Gen Z insights were not sufficiently understood, and it was unclear what kind of expression (How) should be used for delivery. With stagnant market share, insufficient reach to younger audiences, and weak repurchase and loyalty formation compared to competing products, there was a need for a means to correctly deliver the brand message to the difficult-to-approach Gen Z.

Solution

Design the real youth of high school students as vertical IP, and link short dramas, trends, TV commercials, and OOH in an integrated manner.

Built an SNS account from scratch with “high school students’ youth dedicated to exams and club activities” as the core theme. In short dramas, we narrativized the real concerns that high school students face, thoroughly designing them to generate empathy and comments. By having the cast featured in the dramas also appear in trending content, we maximized viewers’ emotional investment.
Furthermore, in the March 2025 club activity support campaign, we linked the story in a three-part structure—short drama “Prelude” → TV commercial → short drama “Finale”—realizing a new form of expression where vertical videos and TV commercials complemented each other. We also created the composite value of owned media originating from IP.

Results

Achieved approximately 250 million total TikTok views, brand purchase intent increase, product offtake, sales increase, and the highest market share in history.

Total SNS views reached approximately 250 million, recording about 200 posts and 3.2 million likes. We achieved No.1 in comparison with competing accounts in the chocolate confectionery category, growing into an account that 1 in 2.5 Gen Z individuals have viewed.
We also demonstrated high results in advertising efficiency, including brand purchase intent increase, CPV lower than YouTube, and brand favorability increase. Through the exam campaign & linkage with KitKat GOLD, sales achieved a significant year-over-year increase, and market share was updated to the highest in history. This became a case study that proved that corporate IP originating from SNS directly contributes to brand equity expansion and actual sales.