Content marketing has proved to be four times more effective than advertising for Kraft Foods Group.
The cheese and condiment giant has already seen returns on its recipe content-marketing and digital investments. Last month, Director of Media and Consumer Engagement for Kraft Foods Groupreported that Kraft’s content marketing was four times more effective than even its targeted ads.
That’s not to say Kraft’s targeted ads aren’t impressive. Kraft’s successful display advertising is also detailed in L2’s 2014 Digital IQ Index: Food. Yet with sophisticated segmentation and targeting based on 22,000 attributes, content earned 1.1 billion impressions for Kraft last year.
Kraft is also one of several enterprises to have invested in a consumer facing recipe-based website. The site serves recipes from the Kraft and sister brands Velveeta and Philadelphia, and counts 100 million annual visitors. The KraftRecipes website also earns more monthly traffic than any other enterprise recipe site, with just under 4 million unique monthly visitors in March 2014. The site features recipe ratings, recipe reviews, and is one of only three parent sites that features recipe videos.
KraftRecipes also lets users share recipes via email and with social buttons, including Pinterest, Twitter and Facebook. L2′s Recipes Insight Report found that four in five enterprise sites encourage sharing through Pinterest for additional content syndication, more than any other social platform.
In fact, Pinterest helps Kraft in more ways than one. Kraft experiments with promoted pins on the social bookmarking site, and is able gather trends and data on recipe and product popularity on Pinterest. In turn, it is able to tailor promoted pins based on results and target individuals rather than segments.
The success of Kraft’s content marketing is a testament to winning combination of digital competence and serving relevant recipe content.
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