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The Science Behind
The Art of Kraft’s Delicious Content
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
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
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.
We Know What’s Inside:
Tapping the Goldmine
Kraft Foods Group, Inc.
Content DevelopmentData Guides Content
Development
Kraft Foods Group, Inc.8
Content Calendar Driven by Deep Insight
And Adapts to Brand Priorities
Content Planning Expertise
Kraft
Content Analysis Tool
Kraft Pantry &
Cooking Studies
CRM Flexible calendar adapts to
brand priorities
Editorial Calendar inputs:
 Seasonal / Holiday / Cultural Events
 Google CFI Recipe Search Trends
 Top Kraft Site Recipe Searches
 Prior Year RBE Performance
 Prior Year Print Starch Results
 Brand Strategy: Signature Recipes
Kraft Foods Group, Inc.9
Data Drives Web Programming
Kraft Foods Group, Inc.
Data Drives Email Programming
10
Kraft Foods Group, Inc.11
Data Drives Social Programming
Kraft Foods Group, Inc.
Data Drives Summer Print Programming
12
Kraft Foods Group, Inc.
Great Content Travels
Look for Sparks in Real Time
Kraft Foods Group, Inc.
Inform Brand/ Retailer Content Decisions
Used CRM Pinterest boards to determine OM recipe post for Facebook
14
Kraft Foods Group, Inc.
Asking the Audience
Yields Delicious Response
15
Kraft Foods Group, Inc.
Real Time Data Inspires
New Content
Kraft Foods Group, Inc.17
Optimizing Through Real Time Data
Kraft Foods Group, Inc.
Content DevelopmentFueling Data-Driven
Marketing
Kraft Foods Group, Inc.
Our Reach Makes Us Unique…
19
…And Our Content Makes Us Rich
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
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
Kraft Foods Group, Inc.
Thank You!

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The Art and Science of Delicious Content (Dana Shank, Kraft)

  • 1. The Science Behind The Art of Kraft’s Delicious Content
  • 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
  • 6. Kraft Foods Group, Inc. We Know What’s Inside: Tapping the Goldmine
  • 7. Kraft Foods Group, Inc. Content DevelopmentData Guides Content Development
  • 8. Kraft Foods Group, Inc.8 Content Calendar Driven by Deep Insight And Adapts to Brand Priorities Content Planning Expertise Kraft Content Analysis Tool Kraft Pantry & Cooking Studies CRM Flexible calendar adapts to brand priorities Editorial Calendar inputs:  Seasonal / Holiday / Cultural Events  Google CFI Recipe Search Trends  Top Kraft Site Recipe Searches  Prior Year RBE Performance  Prior Year Print Starch Results  Brand Strategy: Signature Recipes
  • 9. Kraft Foods Group, Inc.9 Data Drives Web Programming
  • 10. Kraft Foods Group, Inc. Data Drives Email Programming 10
  • 11. Kraft Foods Group, Inc.11 Data Drives Social Programming
  • 12. Kraft Foods Group, Inc. Data Drives Summer Print Programming 12
  • 13. Kraft Foods Group, Inc. Great Content Travels Look for Sparks in Real Time
  • 14. Kraft Foods Group, Inc. Inform Brand/ Retailer Content Decisions Used CRM Pinterest boards to determine OM recipe post for Facebook 14
  • 15. Kraft Foods Group, Inc. Asking the Audience Yields Delicious Response 15
  • 16. Kraft Foods Group, Inc. Real Time Data Inspires New Content
  • 17. Kraft Foods Group, Inc.17 Optimizing Through Real Time Data
  • 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
  • 22. Kraft Foods Group, Inc. Thank You!