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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



                             Julie Fleischer
                                   Kraft Foods
                            @jfly44 • #cmworld
                                         #cmworld
Kraft CRM Content Marketing Platform

 Branded
 Content




                                  #cmworld
A platform that        400 million emails sent
                        6 million videos watched
offers Kraft
                       90 million website visits
brands a massive       1.1 billion advertising
audience                   impressions
with unparalleled      15 million magazines read
                        6 million mobile site visits
integration and         1 million Facebook fans
content exploitation    5 million products sampled

potential              1 billion recipes viewed
                        1 million App downloads
3




                                                       #cmworld
Magazine             Website



    Influencer                                  Email

                   content marketing platform

                 Social Media          Mobile




4                                                       #cmworld
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
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
And we’re bilingual…




                       #cmworld
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/year
8                                                          #cmworld
Kraft Foods CRM
        Content Marketing Brief
Create delicious meal solutions that inspire
    amazing food stories which spread
      to drive sales and create value
              for Kraft Foods.




                                        #cmworld
#cmworld
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
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
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
                          Pinterest




Record setting Facebook
engagement




                                                                                    #cmworld
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 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
#cmworld
#cmworld
#cmworld
#cmworld
#cmworld
Key Takeaways

 1. Understand & define your
    basis of conversation
   –   Information
   –   Utility
   –   Entertainment
   –   Community




                               #cmworld
Key Takeaways

 2. Be captivating
   –   Your competition:
       EVERYTHING
   –   It’s all CRM in the end




                                 #cmworld
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
Key Takeaways

 4. Timeliness matters
   – Develop processes
     that get to real-time
   – Use nimble
     distribution methods
   – Adjust on the fly




                             #cmworld
Key Takeaways

 5. The Metric System
   – Engagement
   – Return rates
   – Satisfaction
   – Virality




                        #cmworld

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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”

  • 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. Kraft CRM Content Marketing Platform Branded Content #cmworld
  • 3. A platform that 400 million emails sent 6 million videos watched offers Kraft 90 million website visits brands a massive 1.1 billion advertising audience impressions with unparalleled 15 million magazines read 6 million mobile site visits integration and 1 million Facebook fans content exploitation 5 million products sampled potential 1 billion recipes viewed 1 million App downloads 3 #cmworld
  • 4. Magazine Website Influencer Email content marketing platform Social Media Mobile 4 #cmworld
  • 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. 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
  • 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/year 8 #cmworld
  • 9. Kraft Foods CRM Content Marketing Brief Create delicious meal solutions that inspire amazing food stories which spread to drive sales and create value for Kraft Foods. #cmworld
  • 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. 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. 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 Pinterest Record setting Facebook engagement #cmworld
  • 14. Test, test, test, test again #cmworld
  • 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
  • 21. Key Takeaways 1. Understand & define your basis of conversation – Information – Utility – Entertainment – Community #cmworld
  • 22. Key Takeaways 2. Be captivating – Your competition: EVERYTHING – It’s all CRM in the end #cmworld
  • 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. Key Takeaways 4. Timeliness matters – Develop processes that get to real-time – Use nimble distribution methods – Adjust on the fly #cmworld
  • 25. Key Takeaways 5. The Metric System – Engagement – Return rates – Satisfaction – Virality #cmworld

Editor's Notes

  1. 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
  2. Pinterest: 5/23-5/28: 419 pins and 1,553 Re-pins; 5/29 – 6/30 1,193 pins and 2,730 Re-pins