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 Fleischer
Kraft Foods
@jfly44 • #cmworld
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Kraft CRM Content Marketing Platform
Branded
Content
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A platform that 400 million emails sent
6 million videos watched
offers Kraft
90 million website visits
brands a massive 1.1 billion advertising
audience impressions
with unparalleled 15 million magazines read
6 million mobile site visits
integration and 1 million Facebook fans
content exploitation 5 million products sampled
potential 1 billion recipes viewed
1 million App downloads
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Magazine Website
Influencer Email
content marketing platform
Social Media Mobile
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Great content attracts a scaled, engaged audience
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
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Great content attracts a scaled, engaged audience
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
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And we’re bilingual…
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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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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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A well-developed calendar is your critical planning tool
Jan 1 Jan 8 Jan 15 Jan 22 Jan 31
Important Resolution to eat healthier
themes Back to work, school, schedule
Convenient meals (post-holiday exhaustion)
Game Day
Holidays & • New Year’s Day • Slow cooker • Chinese New
tentpoles month Year
• National Cheese
Lover’s Day
Search insights • Black eyed peas • Crock pot • Vegetarian • Super Bowl • Red Velvet
• Weight • vegetarian • Salmon • Chili Recipes cupcakes
watchers • Banana bread • Guacamole • Weight
Watchers
Fresh & Pears, citrus, avocado, bananas, broccoli, cauliflower, lettuce, onions, grapes, potatoes, spinach,
available sweet potatoes
Brand priorities x x x x x
Email Smart suppers Easy 1-pot Budget friendly Fast and Easy Entertaining
under 500 dinners recipes Football party Touchdown
calories
Web x x x x x
Social x x x x x
Paid/syndicated/ x x x x x
earned
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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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Leveraging the Learning Engine
One of top
performing
recipes of
2012
Recipe gets 2nd
wind on Pinterest
Real-time
integration into
email
Recipe goes
wild on
Pinterest
Record setting Facebook
engagement
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Test, test, test, test again
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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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Key Takeaways
1. Understand & define your
basis of conversation
– Information
– Utility
– Entertainment
– Community
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Key Takeaways
2. Be captivating
– Your competition:
EVERYTHING
– It’s all CRM in the end
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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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Key Takeaways
4. Timeliness matters
– Develop processes
that get to real-time
– Use nimble
distribution methods
– Adjust on the fly
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Key Takeaways
5. The Metric System
– Engagement
– Return rates
– Satisfaction
– Virality
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