Too much of anything is never a good thing; and that is what has happened to the young adults in China and Singapore who are getting more and more stressed over their social media commitments. A recent study shows that the young adults aged between 19 to 26 years accept that the time they spend on social networking sites (SNS) has a negative impact on their job or studies. They now need a break.
That is what the latest campaign from Nestle looked to address with the help of marketing communications agency JWT.“Young adults are super wired, and that’s created an ever-present social obligation that’s starting to wear them down. They feel they have to look at and ‘like’ their friends’ photos and status updates to keep up and show they care. This demographic is clearly suffering from rising levels of social media stress. They really need a break,” said Angus Fraser, Managing Director of JWT Singapore.
All that social networking is taking a toll on their work and personal lives. Indeed, social networking is intruding into every facet of young adult’s lives. 45% of young Singaporeans visit social networking sites during lectures and class; and 14% of young adults in China say they tap away during meetings, according to JWT Singapore’s survey. The survey further showed that all that social networking is taking a toll on their work and personal lives. For instance nearly half of employed young adults in China and Singapore say they’ve recently been late for a meeting because they were checking SN sites.
“For many, opting out is not an option,” adds Fraser. According to the survey over half say they feel pressure to be in constant contact on social media, and 60% say that their friends often ask them in person to check out photos and comments they’ve post on social networking sites. Over half say they feel obligated to ‘like’ or comment on their friends’ photos and status updates.
So Nestle and JWT Singapore took the “Have a Kit Kat break” concept to the digital space, and created the Kit Kat Social Break Widget, which can be downloaded for free at www.kitkat.com.sg/socialbreak. “Kit Kat is constantly on a look-out for new ways to take a break. The Social Break Widget is a fun, irreverent pioneering tool that lets young people take a much-deserved social media break. They certainly seem to need it!” said Magdalene Tan, Group Brand Manager (Confectionery), Nestle Singapore.
So how does this widget help in taking a break? This innovative widget, which is the first of its kind according to Nestle, sits on a consumer’s desktop computer and automatically does updates on various social networking sites that the consumer is registered with. So the widget automatically ‘likes’ photos that the users’ friends have tagged them in on Facebook, auto-shares articles that friends have posted on LinkedIn, and tweets back short, quick responses, like ‘tell me more’ and ‘let’s meet up and chat’ to messages the users have been tagged in on Twitter. All the consumer needs to do is download and pre-program.
Nestle and JWT worked out the concept of this widget because the survey showed that almost 60% of young adult in these markets said they wished there was a service available to help them manage their social media commitments. “Small wonder! social media lays a person’s professional and personal accomplishments bare for all to see. The Kit Kat widget is the perfect, fun way to lighten the load yet keep up with social appearances. It’ll make you look connected, clued in and responsive, all while you’re having a break,” said Valerie Cheng, executive creative director, JWT Singapore, who led the team that created the widget.
The agency and the brand expect this widget to catch on in the market very fast. They see it striking a chord with users who are suffering from social networking fatigue.“Kit Kat has been encouraging people to take a break since 1957. This innovative widget brings that time-honoured message into the digital age. It’s great that we now have a tool to help people take a break where they need it the most – online!” concludes Valerio Nannini, managing director, Nestle Singapore (Pte) Ltd.