8. Motivation to make something amazing
Owned 24/7 consumer
activation touch-point
Ease of sharing &
recording the meals I make
Competitive point of difference to
promote & activate with retailers
Increased strategic
capital and return to
Kraft
Kraft Cheese
Lower risks &
media costs to Kraft
Fun of sharing meals I make with peers
Share
Something
Amazing
Engagement
Platform
New experiences of
value to consumer
MomMe
Lower risk &
emotional trigger
to MomMe
Positive Feedback from Kraft & my peers
Reduced spend
in digital & traditional working dollars
Lower risk of being stuck in my
boring routine
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9. Our approach to understanding the shopper
marketing journey
360 insights & CRM started first by
educating ourselves through the
Kraft Foods A&U study
Seven
In-Depth
Interviews
Kraft A&U
Research
Online
listening
on
Cooking
We then conducted seven
In-Depth Interviews – five general
target and two Kraft Influencers
We also listened to online
conversations to better understand
the role of social media when
cooking
Shopper Marketing
Journey
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10. Our view on shopper marketing in digital
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11. TIMELINE OF MOMS DAY
Kris’s Touch
Points
Teri’s Touch
Points
“The Mad Dash”
Errands,
Email,
Facebook,
Me Time
Wake up
Kids
home
from
school
Get kids
ready for
school
Quick Dinner
Family
Dinner
Wind Down
Full Dinner
Decide what’s
for Dinner
based on
recipe
Decide what’s
for Dinner
based on
what’s in the
house
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Size of Circle = Amount
of Free Time
Both Moms are exposed to video
gaming through their kids
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12. The consumer mindset within the shopper
marketing journey.
INSPIRATION
COOK
SHARE
Open
Proud
Compelled
“The recipes I get are mostly
online. But I am online a lot
so I like looking at pictures,
food blogs and things like
that. Being inspired by new
things to try. That’s kind of
on an ongoing basis, I do it
for fun because I love it”
“It’s usually just another
household responsibility
but sometimes I want to
show off my skills or
prepare one of [my
family’s] favorite meals”
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“if I said something and
someone writes, “oh
what’s that- that sounds
really good!” Then I’ll
post that recipe. It’s the
same, if any of my friends
on Facebook see it…”
Proprietary & Confidential
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13. Pride is the #2 emotion related to cooking.
My family loved my
lasagna rolls last night for
dinner So tonight I'm
making chicken
enchiladas. Cooking the
pollo now in my crock pot
50%
45%
40%
I love my family to the max.
They turned my frown upside
down. Now to thank them I’m
cooking them dinner. Chicken
yellow rice and broccoli
35%
30%
25%
@lala_lizz hand over your
chilli and enchilada
recipe..in a message..I'm
cooking dinner tonight.
20%
15%
10%
5%
0%
Caring
Pride
Satisfaction
Stress
Interest
Emotion
Source: 360i analysis of Sysomos data spanning September 2010- 2011. Sample size 100 Twitter posts
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13
14. Our Kraft Cheese Shopper Marketing Insight
SHOPPER INSIGHT:
The supermarket is a place for me to
wander, explore and discover. By the
time I get to the dairy aisle I’m not
seeking or expecting to find
inspiration.
Purchase
Decision
CONSUMER INSIGHT:
I am proud of what I make for my
family and enjoy sharing
that pride with others.
By activating her sense of pride and her desire to discover
in-store Kraft Cheese can connect with MomMe on a key
emotional trigger that competitors will not.
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16. Our current digital strategy (Oct. 2011)
Where INSPIRATION meets
ACTIVATION
Find It
Be where she can find us
Paid Media
Make It
Inspire to make it w. Kraft
Visual Recipes
www.360i.com
Share It
Get her to share us w/ others
Social Media
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17. For consumers to share it must MOVE them by tying
back to a real world experience or emotional trigger
Rarely Shared
Shared A Lot
• Video Ads
• Movie Trailers
• New Product Announcements
• New products I’ve tried
• Recipes
• Recipes I’ve made
• Ads that are funny
• Ads that made me laugh
• Tips & Tricks
• Tips & Tricks I’ve learned/used
• Photos I’ve seen
• Photos I’ve taken
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18. Brand facilitated content is more effective than brand
initiated content in organic reach & engagement
Likelihood to share and receive engagement in social networks.
Brand-initiated
• Purely functional
• Shared 1% of the time
• $0.27 revenue & $0.14 profit
Brand-initiated
• Visual
• Functional
www.360i.com
Brand-facilitated
• Visual
• Personal
• Emotional
• Experiential
• Timely
• Contextually relevant
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19. Benefits to SSA Mobile Application
Short Term
• New customer relationship
opportunity for key accounts
• Study to prove impact on sales
• Always-on 1:1 marketing tool
• Generates massive content
inventory that brand does not
possess
• Creates emotional connection
to Kraft
Long Term
• Reduces paid media expense
• Reduces reliance on price
promotion & coupons
• Creates new customer
partnership opportunities
• Reduces reliance on recipe
marketing
• Creates competitive barrier to
Sargento
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20. Brand-facilitated content creates revenue by driving
unpaid traffic to recipes while reducing expenses.
Working
Unpaid impressions
• Pinterest: 2.5MM unpaid impressions and 9,410 engagements of 140 photos
• Per Photo: Facebook 25, Pinterest 8,547
Traffic to KraftCheese.com
• Recipe print = $0.27 revenue & $0.14 profit
Non-Working
Reducing content & Ad development costs
• $500 per photo
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21. Why use a mobile app to generate content?
• Most appropriate device in the context of meal creation
• Simple, proven method for consumers to take & share food photos
• Sharing to social networks happens automatically
• Always-on touch point to enhance retailer relationship
• MomMe is already downloading & using photo sharing apps in droves
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21
23. MomMe in the last 30 days
1.3MM MomMe’s have used smartphone APPS for BOTH
recipe tips AND taking & sharing photos in social media
• 45% take a photo daily (45% once per week)
• 43% post a status update to Facebook daily (38% once per week)
• 75% share photos using Facebook
• 23% share photos using Instagram
• 52% recall seeing ads in mobile games
• 40% sent picture of product to family in retail store
• 51% scanned barcode of product in retail store
• 71% download an app once per month or more
Comscore MobileLens Audience Profile June 2012
Geography : United States Time Period : June 2012(3 MO. AVG.) Base : ( 25-34 [Age] OR 35-44 [Age] OR 45-54 [Age] ) AND
Female [Gender] AND Accessed Food/Recipes/Cooking Tips [Application access subcategory] AND Accessed photo or video
sharing service [Application access subcategory]
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24. Kraft Partners with Taste of the NFL
for Superbowl 2013
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25. Kraft Partners with Taste of the NFL and
Feeding America for Superbowl 2013
Take the Make Something Awesome Two-Bite Nacho
Cup challenge online or on your phone for a chance
to win Superbowl tickets in 2014
Event: Ex. Chicago
• Meet Superbowl Champion Chicago Bear Shaun Gayle
and Taste of the NFL Chicago Bear Chef At A Jewel-Osco
Live tasting & press event
• Win a private dinner for two at “Naha” prepared by Chef
Carrie Naha in Chicago when you download our Make It
App
Consumer Promotions:
• In-store Display: Mix, Match & Save: Buy RTB salsa, chips,
olive bar & Kraft Singles and save
• FSI: Mix, Match & Save w/ Kraft Singles & Taste of NFL’s
Two-Bite Nacho Cups
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29. We are at the cusp of a shift from old technology (PCs) to
new(mobile). PC growth like landlines in 2002, will flat-line.
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30. As more than half of adult users go online
using their phones today.
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31. The percentage of people accessing the
Internet via mobile is doubling every two years
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32. Ad spending has not caught up to the rapid
acceleration in time spent in the mobile channel
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33. Mobile photo sharing is the fastest growing app
category
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34. Consumers continue to spend more time with photo & video apps
as it becomes part of their daily life
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35. For example, Instagram attracted 40MM consumers in 16
months. Female users outnumber males 2:1
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36. The market value of a monetized mobile app
user is at least $3.87 in annual revenue.
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Notes de l'éditeur
Eating our product is an emotional experience. That experience is not captured, nor shared at any point in the shopper marketing experience. Our greatest asset and strongest emotional trigger is also our most under-utilized in all of shopper marketing. These images create a feeling. They make you think of meals you’ve had with your friends and family. Recipes your grandma made. And inspire you to make something amazing yourself. All of these images were taken and shared by someone on the Internet. SSA merely facilitates and sponsors the widely practiced nature of it.
