1 Empowering the Kraft Consumer iMedia Brand Summit February 2004.
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Transcript of 1 Empowering the Kraft Consumer iMedia Brand Summit February 2004.
1
Empowering the Kraft Consumer
iMedia Brand Summit
February 2004
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Business GoalCreative ExecutionsResults
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Business Goal
Grow topline volume through ownable, equity building food and nutrition messaging, content and functionality
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Defining The Strategic Value ConsumerIdea and Time Starved Cooks
MotivationI turn to the resourcesI can depend on eachand every time to give
me food ideas thatsave me time and makeme feel good about thefood I am putting on the
table for my family
InsightCooking for my family
is one of the mostimportant ways I can
show how much Ireally care for them
but it has to be simple
and delicious
Relevant Brand DifferenceEmpower any cook by providing simple everyday food ideas
Strategic “One Thing”An experience that gives me quick and easy ways to use my
favorite Kraft products my family already trusts and loves
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Consumer Insight At home or at work, Moms are challenged daily to come up with dinner ideas the whole family can enjoy
Solution Develop messaging that speaks to consumer mindset Employ time-driven messaging and day-part targeting to create relevancy Provides “real-time solution” for daily dinner dilemma Include offer to opt-in for future communications
Creative Execution: Everyday Food Simple
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Creative Execution: Seasonal/Holiday Messaging
Consumer Insight Consumers actively seek recipe
and party ideas to make the holidays special for their families
Solution Engage user in seasonal experience Provide value through themed
recipes and activities Showcase multiple Kraft brands Target placements two weeks prior to event
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Creative Execution: Cooking School
Consumer Insights Cooking is an exciting, yet scary, proposition for starter cooks
preparing meals on their own for the first time Consumers love to discuss and share recipes and cooking
techniques with friends and family
Solution Develop a “skill building” experience Utilize the functionality available within new IMVironments to reach
emerging cooks Enables users to control video play Provides tutorial and viral capabilities
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Kraft Cooking School IMV Demonstration
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Helping Consumers Live Better/Eat Better
Creative Execution: Counting Carbs
Consumer Insight Consumer wants to eat healthier
but it’s way too confusing Jell-O at 105 years old is as much
on trend as ever
Solution Demonstrate the depth and breadth of content Showcase contextually relevant content Showcase recipes from an American Icon that help you eat better if you’re counting carbs or calories Allow consumers to make their family a homemade dessert in minutes
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Creative Execution: Counting Carbs
Low Carb JELL-O Recipe
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Creative that Delivers
Empower
Engage
Demonstrate
Branding
Drove qualified traffic and customer acquisitions
3.5% CTR with a 25% Interaction Rate
150,000 active users per day
Double digit gains in purchase intent and unaided awareness
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Thank You!