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