Case Study: "The Science Behind the Art of Kraft's Delicious Content"

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

Kraft Foods Group, Inc.

We Know What’s Inside:Tapping the Goldmine

Kraft Foods Group, Inc.

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

Kraft Foods Group, Inc.

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!