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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

More 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…
    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
  • 3. … So We were Inspired to Seek Out These Couples and their Conflict over Miracle Whip
    … And Capture them on Video
    PLAY 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…
    Digital
    Promoted Tweets Surrounding Primetime TV commercials
    Custom units housing promotional video and pulling in real-time social media posts
    Digital
  • 6. …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
  • 7. 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…
  • 8. Are YOU on #TeamMiracleWhip??