Every good marketer knows that content is king. Dana Shank, Associate Director at Kraft will show us how Kraft continues to prove the theory true time after time. She’ll share case studies regarding how Kraft’s top brands reach and sell to millions of fans and followers of their various marketing channels through delectable recipes, news items advertising and more. She’ll also provide insight on the importance of measuring results and creating a test and learn environment to insure ROI goals are met.
2. Kraft Foods Group, Inc.
CRM Mission
Create delicious meal solutions
and communicate across relevant channels
to inspire shareable food stories
which drive sales and
create value for Kraft.
GOAL
Be the BEST publisher for our brands and
retail partners
3. Kraft Foods Group, Inc.3
Source: Web and Mobile Commodore December 2013. Print Rate Base. Internal Data.
A trusted content source
PRINT
+15MM
magazines
read
VIDEO
+9.3MM
watched
MOBILE
+27MM
mobile site
visits
WEB
+91MM
website visits
RECIPES
+164MM
recipes viewed
EMAIL
+457MM
sent each year
SOCIAL
+3.7MM
followers
4. 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
5. Kraft Foods Group, Inc.
Owned Media Outperforms Industry
Content Beats Media
18. Kraft Foods Group, Inc.
Content DevelopmentFueling Data-Driven
Marketing
19. Kraft Foods Group, Inc.
Our Reach Makes Us Unique…
19
…And Our Content Makes Us Rich
20. Kraft Foods Group, Inc.
Proprietary Advantage for Programmatic and
Customized Content Opportunities
20
KRAFT CRM
creates, grows and curates
proprietary data that distinguishes Kraft from competition
CREATES GROWS CURATES
21. Kraft Foods Group, Inc.21
Content is king! Mine historical performance
and incorporate with cultural/ food trends,
broader web recipe behavior, and brand
marketing needs to guide programming
But distribution is queen! Owned channel
opportunity to measure and respond, by
tapping real-time performance to inspire
new content and drive distribution
Depth of content provides valuable first
party data. Harness data to fuel marketing
efforts across the organization
The Science Behind the
Art of Kraft’s Delicious Content