Every good marketer knows that content is king. Dana Shank, Associate Director at Kraft will show us how Kraft continues to prove the theory true time after time. She’ll share case studies regarding how Kraft’s top brands reach and sell to millions of fans and followers of their various marketing channels through delectable recipes, news items advertising and more. She’ll also provide insight on the importance of measuring results and creating a test and learn environment to insure ROI goals are met.

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!