The Science and Math 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.

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

Kraft Foods Group, Inc.

Owned Media Outperforms Industry

Content Beats Media

Kraft Foods Group, Inc.6

There is Math Behind Great Art

Kraft Foods Group, Inc.7

And Math Inside Food

Kraft Foods Group, Inc.8

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

Kraft Foods Group, Inc.11

Data Drives Cross Channel Programming

Magazine: Wow HerStarch results on likelihood to make

recipe

Kraft Foods Group, Inc.12

Website: Inspire HerEngagement with

Hero recipe

Data Drives Cross Channel Programming

Kraft Foods Group, Inc.13

Social: Inspire & Connect Her Repins and Shares

Data Drives Cross Channel Programming

Kraft Foods Group, Inc.14

Data Guides Content Distribution

Kraft Foods Group, Inc.15

Great Content TravelsLook For Sparks and Fan the Flames

Kraft Foods Group, Inc.16

Asking the Audience Yields Delicious Response

Kraft Foods Group, Inc.

Unparalleled Content Integration Drives Reader Engagement

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

Kraft Foods Group, Inc.

THANK YOU!