Case Study: "The Science Behind the Art of Kraft's Delicious Content"
•Download as PPTX, PDF•
4 likes•1,671 views
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (9)
Similar to Case Study: "The Science Behind the Art of Kraft's Delicious Content"
Similar to Case Study: "The Science Behind the Art of Kraft's Delicious Content" (20)
More from iMedia Connection
More from iMedia Connection (20)
Recently uploaded
Recently uploaded (20)
Case Study: "The Science Behind the Art of Kraft's Delicious Content"
- 1. The Science and Math Behind The Art of Kraft’s Delicious Content
- 2. Kraft Foods Group, Inc. Kraft CRM Content Marketing Platform: Development + Distribution
- 3. Kraft Foods Group, Inc. Content Marketing Brief Create delicious meal solutions that inspire amazing food stories which spread to drive sales and create value for Kraft Foods.
- 4. Kraft Foods Group, Inc. 4 Publisher Strengths, Owned Channel Power • Critical scale, with better consumer engagement • Unmatchable level of content integration • Real time and nimble distribution • Proven platforms that reach consumers highly receptive to Kraft brands
- 5. Kraft Foods Group, Inc. Owned Media Outperforms Industry Content Beats Media
- 6. Kraft Foods Group, Inc. There is Math Behind Great Art 6
- 7. Kraft Foods Group, Inc. And Math Inside Food 7
- 8. Kraft Foods Group, Inc. 8 Math Informs Our Content Plans Data is Ingredient for Success
- 9. Kraft Foods Group, Inc. We Know What’s Inside: Tapping the Goldmine
- 10. Kraft Foods Group, Inc. Data Guides Content Development
- 11. Kraft Foods Group, Inc. Data Drives Cross Channel Programming 11 Magazine: Wow Her Starch results on likelihood to make recipe
- 12. Kraft Foods Group, Inc. Website: Inspire Her Engagement with Hero recipe 12 Data Drives Cross Channel Programming
- 13. Kraft Foods Group, Inc. 13 Social: Inspire & Connect Her Repins and Shares Data Drives Cross Channel Programming
- 14. Kraft Foods Group, Inc.14 Data Guides Content Distribution
- 15. Kraft Foods Group, Inc.15 Great Content Travels Look For Sparks and Fan the Flames
- 16. Kraft Foods Group, Inc. Asking the Audience Yields Delicious Response 16
- 17. Kraft Foods Group, Inc. Unparalleled Content Integration Drives Reader Engagement
- 18. Kraft Foods Group, Inc. CRM Content Marketing Key Takeaways 18 • Powerhouse of culinary insights and consumer cooking behavior that can be accessed for brand planning and insights • Leverage and influence multi-channel content calendar to shape brand content strategy and development Content Development • Content outperforms media • Content placements ignite earned amplification (viral) effect • Unique owned channel opportunity to integrate in print editorial Content Distribution • Use 1st Party behavioral data and activity to spark insights, provide real time learning, and power activation Leveraging CRM Data
- 19. Kraft Foods Group, Inc. THANK YOU!
Editor's Notes
- 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
- Content is more than the frosting on the cake for us. It drives critical consumer engagement with our brands. For Velveeta/ Rotel Super Bowl promotion, CRM content
- That math for us is data…..and perhaps we should add data scientists to our job titlesTo begin with, pull in data from many sources to provide insights into what content we should develop. We define and monitor KPIs for our content distribution channels to ensure our content makes an impact, through paid s well as earned distributionWe hold ourselves rigorously accountable to ensure our content drives resultsData from our channels can provide insights for brands own campaigns, identify business opportunities, inform communication decisions through test efforts, identify segments for trial incentives, and of course enable data driven media activation
- That math for us is data…..and perhaps we should add data scientists to our job titlesTo begin with, pull in data from many sources to provide insights into what content we should develop. We define and monitor KPIs for our content distribution channels to ensure our content makes an impact, through paid s well as earned distributionWe hold ourselves rigorously accountable to ensure our content drives resultsData from our channels can provide insights for brands own campaigns, identify business opportunities, inform communication decisions through test efforts, identify segments for trial incentives, and of course enable data driven media activation
- CRM Database consolidates consumer interactions with KraftEmails sent, opened and content clicked-onWeb registrations and content viewedPhone calls made to Kraft Consumer Relations and Brands discussedMagazine subscriptionConsumer Promotions enteredConsumer information in the database is personally-identifiable and describes the consumer 14,000,000 US English and 1,000,000 US SpanishAppended and self-reported Demographics: age, kids, HH size, marital status, genderBrand and Category Purchasing from KantarExpanding to capture all consumer interactions on Kraft web sites thru cookiesBrand Affinities identified based on consumer interactions with Kraft contentEach Kraft recipe is tagged to identify Kraft Branded ingredients and describe the type of recipe
- The starting point in the consumer recipe journey is knowing HER.BU + CRM culinary work together to amplify each other’s efforts and create efficienciesKPIs: consumer response to a food idea; measured through Starch, web & email resultsGoogle Consumer Food Index (CFI) helps us mine consumer food solution and recipe search behavior. It also helps us optimize the types of content we develop and the recipe names.Culinary Center recently field a Cooking Behavior Study to understand recipe sources, recipe selection and satisfaction, cooking behaviorsPantry study to ensure our content is relevant with how our consumers cook. Olive oil is on the upswing, yet ground cinnamon and vanilla flavoring is on declineBrands often use ethnographies, focus groups and other research tools to add to the arsenal of information that shape our development.
- Pinterest remains top site referrer to kraftrecipes.com, driving 5% of desktop traffic (avg. 180M visits per month)Organic = 95% of Kraft pins, 3.2MM impressionsView recipes on KraftRecipes.com and pinInspired and pin from a friend’s boardPin content from weekly Recipe by Email (RBE)….premium module drives @400M impressionsCurated boards, 65K followers
- Edit 52% vs 34%Ad 71 v 60But we track our reader’s commitment to our magazine…renewals are doubel the industry, and our acquisitionrate is 3x the industry as well