Kraft Earned $1.3 Million in Media Value — Here’s What You'll Learn:
- Content Marketing Challenges
- Efficient Influencer Marketing Solutions
- Key Tactics and Results from Kraft’s Influencer Marketing Program
For generations, Kraft foods have been beloved and familiar fixtures in America’s kitchens. In fact, 98% of all households in North America have at least one Kraft product in their refrigerators and cabinets. But as this food giant planned for growth in the 21st century, it needed a content marketing strategy that was both efficient in cost and effective for its market – a customer-base that increasingly turns to social media for entertainment and ideas. Traditionally, Kraft invested in recipes that typically cost food brands approximately $500 each to create. These recipes would be promoted, via conventional media buyers, through online placements that cost as much as $1/view.
Kraft sought a content trifecta: high-quality content that was less expensive to create, less expensive to distribute, and more effective in reaching its consumer markets.