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Miracle Whip: Not for Every Relationship

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Rupal Patel, Kraft Foods, Inc. …

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

Published in: Business, Technology

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  • 1. Taking Engagement Campaigns to the Next Level through Real-time Marketing Tactics Miracle Whip September 20th, 2011
  • 2. After our Q1 “Love/Hate” Campaign, Consumers Kept the Conversation Going… Jana Laughlin Shouse Who say's Love 's what holds a marriage together …at our house its 'Micracle Whip ,ok both he he 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....
  • 3. … So We were Inspired to Seek Out These Couples and their Conflict over Miracle Whip PLAY VIDEO … And Capture them on Video
  • 4. 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!
  • 5. Using a Dynamic, Social Vid-isplay Media Mix… Promoted Tweets Surrounding Primetime TV commercials Custom units housing promotional video and pulling in real-time social media posts Digital Digital
  • 6. …Married with a Few Other Unique Real Time Tactics Produced inspirational video content inside of 48 hours utilizing Facebook user posts Leveraged partners to surround relevant breaking news stories as they were reported Digital Digital
  • 7. Delivering Consumer Engagement with Impressive Results  Engaged Consumers to Create and Share Authentic Brand 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
  • 8. And the Winner is…
  • 9. Are YOU on #TeamMiracleWhip??

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