Download Kraft $1366611 in Media Value

Artful Influencer Program Brings
Kraft $1,366,611 in Media Value
An Influencer Marketing Success Story
Challenge
Traditional content methods cost
too much for too little impact.
Kraft foods have been beloved and familiar fixtures in America’s
kitchens for generations. In fact, 98% of all households in North
America have at least one Kraft product in their refrigerator or
cabinet(1). Still, as the food giant planned for growth in the 21st
century, it sought a content marketing strategy that was both efficient
in cost and effective for its market—a customer base that increasingly
turns to digital media and social channels for instruction,
entertainment, inspiration, or advice.
Traditionally, Kraft invested in branded recipes that cost approximately
$500 each to create. These recipes would then be promoted via
conventional media buys and 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 targeted consumer markets.
1. Nielsen Homescan
1
Solution
A Target® program that utilized
influencers as content creators
and distributors.
Kraft had a specific challenge in mind: to drive more customers into
Target to buy Kraft products. They'd found that coupons alone weren't
enough.
So, they turned to TapInfluence to create an influencer marketing
program targeted at “household CEOs”: family decision-makers who
made or planned food purchases.
The program carefully selected 180 bloggers with verified audiences
who fit Kraft's consumer profile.
In just two weeks, the plan was approved and rolled out. During the
month of December 2013, these 180 influencers developed original
recipes (prompted by suggestions from Kraft, when needed,) that
featured at least one ingredient from a list of targeted products: Kraft
Shredded Cheese and Natural Cheese Slices, Planters Peanut Butter,
Maxwell House Coffee, and more. Each recipe blog post included a link
to a Target coupon, and the influencers distributed the posts to their
audiences with Facebook and Twitter shares.
2
Results
Views
Clicks
(to Target coupons)
3
More than 759,000 blog
and 178,000 pins.
The program, titled “A Little Help for the Holidays from Kraft,” certainly
delivered a gift to its sponsors: for a marketing spend of $43,000, Kraft
generated nearly 760,000 blog post views from around 180 recipes.
Pins
Example: The Center Cut Cook blog featured a recipe for Peanut Butter
Buckey Bars that attracted more than 167,000 views; The Country Cook’s
Jalapeno Popper Dip recipe pulled more than 16,000 pins.
Shares
Overall, the month-long program drove nearly 16,000 clicks to its
coupons. On Pinterest alone, the recipes were pinned more than 178,000
times: 34 influencers inspired at least 1,000 pins each; ten passed 5,000
pins!
Tweets
Calculated in terms of comparable costs through traditional media buys,
the Kraft influencer marketing program delivered at least $1,366,611 in
total media value for an ROI of 3,100%.
A sampling of
Let’s Talk
To learn more about TapInfluence’s
Influencer Marketing platform:
Email: [email protected]
Call: 720-726-4074
Visit: www.tapinfluence.com