CASE STUDY: Kraft use data to enhance a competitive advantage

Provided by Turn Europe
Kraft applied data-driven insights to better understand customers and tweak their website for more effective communications.

What was the Challenge / Background of the Campaign?

Kraft wanted to better understand their consumers through leveraging their 1st party customer data, and then apply those learnings to direct their advertising and content strategy, in order to deepen consumer engagement. Currently, more than 28 brands across Kraft's portfolio are activated on the Turn platform, with approximately 250 audience segments. Two of the brands are highlighted here, please also see the video for more.

What was the Campaign Objective?

Kraft Mac & Cheese wanted to engage consumers searching for quick & easy, kid friendly meals, and target light & lapsed buyers. Crystal Light: powdered beverages were in decline, so Kraft needed to drive relevancy with non-users to reinvigorate sales.

What was the Solution?

Kraft is using the Turn DMP to look at, explore, and find the critical insights in all of their 1st party customer data. They are creating personas from the full universe of Kraft customers and modelling them to attract and engage others like them with content experiences online across all digital channels. Turn analytics shows where media spend should be refined or optimised, and enables Kraft to see in near real-time the impact not only on brand metrics such as favourability, but also on offline sales, providing a true ROI on their digital programmes.

What were the Results?

Mac & Cheese: Used 1st party data to identify consumers searching for quick & easy, kid friendly meals, then extended those audiences to narrow in on light & lapsed buyers. Early results show +9% increase in brand awareness. Crystal Light: Leveraged data to drive relevancy by programmatically delivering tailored messaging to segments at 2x the efficiency of the campaign CPM. Messages were versioned to increase relevancy to audience segments (health, fashion, entertainment) based on online behaviour. Turn drove 11% lift in purchase intent and 2-3x higher Return on Ad Spend.

What were the Key Learnings of this Campaign?

Turn works directly with Kraft and their agency Starcom to get insights and use them to brand-building success via audience and media execution. The key to this successful partnership is built on trust, communication, integration and innovation.

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