Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Miracle Whip: Not for Every Relationship

on

  • 3,571 views

Rupal Patel, Kraft Foods, Inc.

Rupal Patel, Kraft Foods, Inc.
SR. ASSOCIATE BRAND MANAGER
MIRACLE WHIP

Statistics

Views

Total Views
3,571
Views on SlideShare
1,743
Embed Views
1,828

Actions

Likes
1
Downloads
12
Comments
0

5 Embeds 1,828

http://thecontentlab.icrossing.com 1784
http://www.tumblr.com 19
http://webcache.googleusercontent.com 17
http://cmsummit.com 7
http://www.cmsummit.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Miracle Whip: Not for Every Relationship Miracle Whip: Not for Every Relationship Presentation Transcript

  • Taking Engagement Campaigns to the Next Level through Real-time Marketing Tactics
    Miracle Whip
    September 20th, 2011
  • After our Q1 “Love/Hate” Campaign, Consumers Kept the Conversation Going…
    Robert E. Kirsch
    I love MIRACLE WHIP, I grew up on it & still buy it today. On the other hand my WIFE HATES IT. She grew up on Hellman'Mayo. We fight about it all the time. In 30+ years of marriage we still primarily argue about 3 things...Money, religion, & Mayonnaise
    Lou DeYenno
    The wife doesn't like anything other the "real mayonnaise" and I loves miracle whip!
    So, I purchased a store brand mayo and switched the contents...hoping she would think the mayonnaise was loosing its quality...and I could switch her back to Miracle Whip...news at 11....
    Jana Laughlin Shouse
    Who say's Love 's what holds a marriage together …at our house its 'Micracle Whip ,ok both he he
  • … So We were Inspired to Seek Out These Couples and their Conflict over Miracle Whip
    … And Capture them on Video
    PLAY VIDEO
  • Wanting to Hear More, We then Asked Consumers to Tell us Their Stories…
    Introducing the “Not for Every Relationship” Contest
    Tell us how Miracle Whip impacts your relationship
    for a chance to WIN $25K for your wedding or divorce!
  • Using a Dynamic, Social Vid-isplay Media Mix…
    Digital
    Promoted Tweets Surrounding Primetime TV commercials
    Custom units housing promotional video and pulling in real-time social media posts
    Digital
  • …Married with a Few Other Unique Real Time Tactics
    Digital
    Produced inspirational video content inside of 48 hoursutilizing Facebookuser posts
    Leveraged partners to surround relevant breaking news stories as they were reported
    Digital
  • Delivering Consumer Engagement with Impressive Results
    • Engaged Consumers to Create and Share AuthenticBrand Content
    Over 250 user-generated videos that included stories of personal brand usage and emotional attachment
    • Increasing Brand Conversation:
    Social Media posting volume increased 631% vs. 7 weeks prior
    51 Media Articles garnering 98MM impressions
    • Resulting in Increased Sales: Buy Rate up 14% vs. ‘09
  • And the Winner is…
  • Are YOU on #TeamMiracleWhip??