case study: "the science behind the art of kraft's delicious content"
TRANSCRIPT
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The Science and Math Behind The Art of Kraft’s Delicious Content
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Kraft Foods Group, Inc.
Kraft CRM Content Marketing Platform:Development + Distribution
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Kraft Foods Group, Inc.
Content Marketing BriefCreate delicious meal solutions that inspire
amazing food stories which spread to drive sales and create value
for Kraft Foods.
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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
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Kraft Foods Group, Inc.
Owned Media Outperforms Industry
Content Beats Media
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Kraft Foods Group, Inc.6
There is Math Behind Great Art
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Kraft Foods Group, Inc.7
And Math Inside Food
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Kraft Foods Group, Inc.8
Math Informs Our Content PlansData is Ingredient for Success
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Kraft Foods Group, Inc.
We Know What’s Inside:Tapping the Goldmine
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Kraft Foods Group, Inc.
Data Guides Content Development
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Kraft Foods Group, Inc.11
Data Drives Cross Channel Programming
Magazine: Wow HerStarch results on likelihood to make
recipe
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Kraft Foods Group, Inc.12
Website: Inspire HerEngagement with
Hero recipe
Data Drives Cross Channel Programming
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Kraft Foods Group, Inc.13
Social: Inspire & Connect Her Repins and Shares
Data Drives Cross Channel Programming
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Kraft Foods Group, Inc.14
Data Guides Content Distribution
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Kraft Foods Group, Inc.15
Great Content TravelsLook For Sparks and Fan the Flames
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Kraft Foods Group, Inc.16
Asking the Audience Yields Delicious Response
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Kraft Foods Group, Inc.
Unparalleled Content Integration Drives Reader Engagement
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Kraft Foods Group, Inc.18
CRM Content Marketing Key Takeaways
• 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
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Kraft Foods Group, Inc.
THANK YOU!