#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

#cmworld

Kraft CRM Content Marketing Platform

Branded Content

#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

#cmworld4

content marketing platform

EmailInfluencer

Website

Mobile

Magazine

Social Media

#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

#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

#cmworld

And we’re bilingual…

#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

#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.

#cmworld

#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

#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.

#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

#cmworld

Test, test, test, test again

#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

#cmworld

#cmworld

#cmworld

#cmworld

#cmworld

#cmworld

Key Takeaways

1. Understand & define your basis of conversation– Information– Utility– Entertainment– Community

#cmworld

2. Be captivating– Your competition:

EVERYTHING– It’s all CRM in the end

Key Takeaways

#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

#cmworld

4. Timeliness matters– Develop processes

that get to real-time– Use nimble

distribution methods– Adjust on the fly

Key Takeaways

#cmworld

5. The Metric System– Engagement– Return rates– Satisfaction– Virality

Key Takeaways