Don’t Bore Me:How Kraft Foods mines consumer insights            to create content that’s always spot-on, right now, and n...
Kraft CRM Content Marketing Platform Branded Content                                  #cmworld
A platform that        400 million emails sent                        6 million videos watchedoffers Kraft                ...
Magazine             Website    Influencer                                  Email                   content marketing plat...
Great content attracts a scaled, engaged audience                          Website                          •   Top 20 end...
Great content attracts a scaled, engaged audience                          Mobile                          • 700M visitors...
And we’re bilingual…                       #cmworld
At the heart of it all: Great Content    •   Delicious food solutions    •   Timed perfectly to correspond to real life ne...
Kraft Foods CRM        Content Marketing BriefCreate delicious meal solutions that inspire    amazing food stories which s...
#cmworld
A well-developed calendar is your critical planning tool                            Jan 1               Jan 8             ...
Delicious is our business• Team of 20+ Culinary Professionals•   Great agency partnerships with deep food knowledge•   30+...
Leveraging the Learning Engine                                                                               One of top   ...
Test, test, test, test again                               #cmworld
Real Time Entertainment: OREO Daily Twist  Delivering the hottest news of the day through the  eyes of the World’s Favorit...
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
Key Takeaways 1. Understand & define your    basis of conversation   –   Information   –   Utility   –   Entertainment   –...
Key Takeaways 2. Be captivating   –   Your competition:       EVERYTHING   –   It’s all CRM in the end                    ...
Key Takeaways 3. Location, location,    location   – Be where s/he is   – Go where s/he goes   – Make yourself     easy-to...
Key Takeaways 4. Timeliness matters   – Develop processes     that get to real-time   – Use nimble     distribution method...
Key Takeaways 5. The Metric System   – Engagement   – Return rates   – Satisfaction   – Virality                        #c...
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“Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content that’s Always Spot On, Right Now, and Never Ever Boring”

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Companies are flocking to content marketing because they believe it gives them a leg up in the attention economy, but using a content-led approach isn’t enough to break through the media morass or stop consumers from clicking away, fast forwarding or zoning out. Great content marketing combines spot-on insights, a strong sense of value exchange, and distribution channels that maximize relationship while minimizing media
costs. Effective content must be captivating, meaningful, timely and sought after. And most importantly – effective content is never ever boring.

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  • These are the Voice Over PointsNo other media partner can deliver:This level of customized integration across channelsThe right consumer who is that engaged with your brandsProven results
  • Pinterest: 5/23-5/28: 419 pins and 1,553 Re-pins; 5/29 – 6/30 1,193 pins and 2,730 Re-pins
  • “Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content that’s Always Spot On, Right Now, and Never Ever Boring”

    1. 1. Don’t Bore Me:How Kraft Foods mines consumer insights to create content that’s always spot-on, right now, and never ever boring Julie Fleischer Kraft Foods @jfly44 • #cmworld #cmworld
    2. 2. Kraft CRM Content Marketing Platform Branded Content #cmworld
    3. 3. A platform that 400 million emails sent 6 million videos watchedoffers Kraft 90 million website visitsbrands a massive 1.1 billion advertisingaudience impressionswith unparalleled 15 million magazines read 6 million mobile site visitsintegration and 1 million Facebook fanscontent exploitation 5 million products sampledpotential 1 billion recipes viewed 1 million App downloads3 #cmworld
    4. 4. Magazine Website Influencer Email content marketing platform Social Media Mobile4 #cmworld
    5. 5. Great content attracts a scaled, engaged audience Website • Top 20 endemic food site, on par with Realsimple.com • Outrank endemic competitors on page views & time spent • Outperform external publishers exceeding Kraft media KPIs Emails • 380MM emails sent last year • Industry leading, with 30%+ open rate and nearly double engagement vs. benchmarks Magazine • Magazine subscribers equivalent to industry leader: Food Network magazine • Beloved title with nearly double the subscription renewal rate vs. industry • Engaged consumers who actually make our recipes #cmworld
    6. 6. Great content attracts a scaled, engaged audience Mobile • 700M visitors/month on Kraft’s mobile website – up 93% over YAG • Growing channel: site traffic sessions up 200%+ since 2010, ~1MM per month Social Media • Facebook: 906M Likes – above Allrecipes.com • Pinterest: 2.5MM+ pins/repins, more followers than Betty Crocker • YouTube: 11.3MM video views and 17M subscribers, more than Pillsbury Influencer • 700M brand loyalists • Efficient cost per trial of <$1 vs. $1.37 for FSI #cmworld
    7. 7. And we’re bilingual… #cmworld
    8. 8. At the heart of it all: Great Content • Delicious food solutions • Timed perfectly to correspond to real life needs • Choreographed with a well-integrated calendar • Derived from attitudinal and behavioral insights • Optimized in real-time • Tested and perfected 52 weeks/year8 #cmworld
    9. 9. Kraft Foods CRM Content Marketing BriefCreate delicious meal solutions that inspire amazing food stories which spread to drive sales and create value for Kraft Foods. #cmworld
    10. 10. #cmworld
    11. 11. A well-developed calendar is your critical planning tool Jan 1 Jan 8 Jan 15 Jan 22 Jan 31 Important Resolution to eat healthier themes Back to work, school, schedule Convenient meals (post-holiday exhaustion) Game Day Holidays & • New Year’s Day • Slow cooker • Chinese New tentpoles month Year • National Cheese Lover’s Day Search insights • Black eyed peas • Crock pot • Vegetarian • Super Bowl • Red Velvet • Weight • vegetarian • Salmon • Chili Recipes cupcakes watchers • Banana bread • Guacamole • Weight Watchers Fresh & Pears, citrus, avocado, bananas, broccoli, cauliflower, lettuce, onions, grapes, potatoes, spinach, available sweet potatoes Brand priorities x x x x x Email Smart suppers Easy 1-pot Budget friendly Fast and Easy Entertaining under 500 dinners recipes Football party Touchdown calories Web x x x x x Social x x x x x Paid/syndicated/ x x x x x earned #cmworld
    12. 12. Delicious is our business• Team of 20+ Culinary Professionals• Great agency partnerships with deep food knowledge• 30+K recipes in on our KraftRecipes.com• 60% submitted by our consumers• Success is measured in recipes made, ratings, reviews, likes, shares, etc. #cmworld
    13. 13. Leveraging the Learning Engine One of top performing recipes of 2012 Recipe gets 2nd wind on Pinterest Real-time integration into email Recipe goes wild on PinterestRecord setting Facebookengagement #cmworld
    14. 14. Test, test, test, test again #cmworld
    15. 15. Real Time Entertainment: OREO Daily Twist Delivering the hottest news of the day through the eyes of the World’s Favorite Cookie • 100 straight days of content developed real-time featuring pop culture news, milestones, and celebrations OREO celebrates the kid inside all of us #cmworld
    16. 16. #cmworld
    17. 17. #cmworld
    18. 18. #cmworld
    19. 19. #cmworld
    20. 20. #cmworld
    21. 21. Key Takeaways 1. Understand & define your basis of conversation – Information – Utility – Entertainment – Community #cmworld
    22. 22. Key Takeaways 2. Be captivating – Your competition: EVERYTHING – It’s all CRM in the end #cmworld
    23. 23. Key Takeaways 3. Location, location, location – Be where s/he is – Go where s/he goes – Make yourself easy-to-find – Make paid a part of the equation #cmworld
    24. 24. Key Takeaways 4. Timeliness matters – Develop processes that get to real-time – Use nimble distribution methods – Adjust on the fly #cmworld
    25. 25. Key Takeaways 5. The Metric System – Engagement – Return rates – Satisfaction – Virality #cmworld

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