“don’t bore me: how kraft foods mines consumer insights to create content that’s always spot...
DESCRIPTION
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.TRANSCRIPT
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#cmworld
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 FleischerKraft Foods
@jfly44 • #cmworld
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#cmworld
Kraft CRM Content Marketing Platform
Branded Content
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#cmworld
A platform that
offers Kraft
brands a massive
audience
with unparalleled
integration and
content exploitation
potential3
1.1 billion advertising impressions
1 billion recipes viewed
90 million website visits
1 million Facebook fans
400 million emails sent
15 million magazines read
6 million videos watched
5 million products sampled
1 million App downloads
6 million mobile site visits
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#cmworld4
content marketing platform
EmailInfluencer
Website
Mobile
Magazine
Social Media
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#cmworld
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
Great content attracts a scaled, engaged audience
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#cmworld
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
Great content attracts a scaled, engaged audience
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#cmworld
And we’re bilingual…
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#cmworld8
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
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#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.
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#cmworld
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#cmworld
Jan 1 Jan 8 Jan 15 Jan 22 Jan 31
Important themes
Resolution to eat healthierBack to work, school, schedule
Convenient meals (post-holiday exhaustion)Game Day
Holidays & tentpoles
• New Year’s Day • Slow cooker month
• Chinese New Year
• National Cheese Lover’s Day
Search insights • Black eyed peas• Weight
watchers
• Crock pot• vegetarian
• Vegetarian• Salmon• Banana bread
• Super Bowl• Chili Recipes• Guacamole
• Red Velvet cupcakes
• Weight Watchers
Fresh & available
Pears, citrus, avocado, bananas, broccoli, cauliflower, lettuce, onions, grapes, potatoes, spinach, sweet potatoes
Brand priorities x x x x x
Email Smart suppers under 500 calories
Easy 1-pot dinners
Budget friendly recipes
Fast and Easy Football party
Entertaining Touchdown
Web x x x x x
Social x x x x x
Paid/syndicated/earned
x x x x x
A well-developed calendar is your critical planning tool
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#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.
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#cmworld
Leveraging the Learning Engine
Record setting Facebook engagement
Recipe goes wild on Pinterest
Real-time integration into email
Recipe gets 2nd wind on Pinterest
One of top performing recipes of
2012
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#cmworld
Test, test, test, test again
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#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
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#cmworld
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#cmworld
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#cmworld
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#cmworld
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#cmworld
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#cmworld
Key Takeaways
1. Understand & define your basis of conversation– Information– Utility– Entertainment– Community
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#cmworld
2. Be captivating– Your competition:
EVERYTHING– It’s all CRM in the end
Key Takeaways
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#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
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#cmworld
4. Timeliness matters– Develop processes
that get to real-time– Use nimble
distribution methods– Adjust on the fly
Key Takeaways
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#cmworld
5. The Metric System– Engagement– Return rates– Satisfaction– Virality
Key Takeaways