OASIZ's TikTok Initiative Boosts KitKat Sales Among Gen Z Audiences

OASIZ and Their Impact on KitKat's Success through TikTok

In a significant development within the marketing sector, OASIZ, a forward-thinking company specializing in vertical short videos, has leveraged TikTok to greatly enhance KitKat's sales figures. Their TikTok account, named 'きっと青春の1ページ' (translated as 'Surely a Page of Youth'), has resonated with Generation Z, particularly regarding themes that engage this audience effectively.

Since its inception in August 2024, this account has become a remarkable platform that highlights the bittersweet experiences of high school students dealing with club activities and examinations. With over 100 million total views, it's clear that this initiative has had a robust impact on KitKat's sales, emphasizing the successful synergy between storytelling and brand marketing.

Engaging Storytelling and Community Connection

The TikTok account meticulously weaves together stories that resonate with high school students, a core demographic for KitKat. Featured themes include the distinct realities of students from different academic backgrounds, the complex balance between studying for exams and navigating teenage relationships, and the competitive spirit within school clubs like the brass band.

Through narrative-driven content that dives deep into the authentic challenges faced by high schoolers, the platform has also recorded impressive engagement metrics—2.5 million likes and 17,000 comments, signifying a well-tuned connection with its audience.

OASIZ didn't stop at TikTok alone; the company extended their reach by developing television commercials that align with the storyline of their short dramas, thereby solidifying the brand's messaging and visibility across multiple platforms.

Brand IP Development and Collaborative Growth

OASIZ's innovative approach transcends conventional advertising; the brand has evolved into a recognizable IP, creating layers of interaction with its audience. Notably, they engaged creator UnPalunPal during a drone show event at the Daifuku Tenmangu Shrine on New Year's Day 2025. This live demonstration contributed towards building excitement and anticipation around KitKat’s image as a supporter of student life.

In collaboration with the singer AI, OASIZ scheduled a live stream on the TikTok account, further amplifying the events and driving engagement. This strategy facilitates a growing bond with Generation Z, contributing directly to brand loyalty and impulsive purchasing behavior that boosts sales figures.

In May 2025, they partnered once again with UnPalunPal to provide a surprise acknowledgment for hard-working club students, showcasing their commitment to real-world narratives that resonate with their audience’s struggles and victories.

Evolving Marketing in the Age of Short Video Content

As vertical short videos gain traction across platforms like TikTok, Instagram Reels, and YouTube Shorts, audience behaviors are becoming increasingly mobile and dynamic. The rise of 'vertical short dramas' has set a new trend as brands strive to capture attention and evoke emotions swiftly within limited view times.

Historically, many attempts at short narratives have generated discussions and engagement but faced challenges in translating this into direct sales results. OASIZ has adjusted this paradigm by positioning themselves not merely as a user of short video formats but as creators of an enduring brand narrative—an impressive feat in the contemporary marketing arena.

For sensitive audiences like Generation Z, OASIZ specifically crafted content that aligns with KitKat’s support messages for exam takers and club members, promoting organic engagement rather than conventional advertisements. This strategy fostered a clearer path from brand recognition to consumer goodwill and, ultimately, purchasing decisions.

Looking Forward

Continuing with this model, OASIZ aims to deepen its efforts in creating brand IPs through vertical short videos, enhancing collaboration with Gen Z consumers to establish supportive brand messaging that resonates. With plans to participate in the cyber event, nominating for the CyberAgent Vertical Award at the Short Short Film Festival and Asia in June 2025, OASIZ is poised to further elevate their innovative marketing approaches.

In summary, OASIZ’s strategic prowess in utilizing vertical short video platforms signifies a promising evolution of how brands can connect authentically with young audiences, resulting in remarkable sales uplifts and brand loyalty. As they continue to navigate this rapidly changing landscape, OASIZ stands as a distinctive example of creativity and effective marketing in the digital age.