Artful Influencer Program BringsKraft $1,366,611 in Media Value

An Influencer Marketing Success Story

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 e�cient 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

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Challenge

A Target® program that utilizedinfluencers 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.

Solution

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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.

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.

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!

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%.

(to Target coupons)

Results

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Let’s Talk

To learn more about TapInfluence’s Influencer Marketing platform:

Email: Info@tapinfluence.comCall: 720-726-4074Visit: www.tapinfluence.com