KRAFT FOODS KEY INFLUENCER PROGRAMS

The Kraft Key Influencer program was a quarterly promotion that users were encouraged to enroll in by email clicking on tracked links that would identify themselves as highly engaged users. They would be asked to answer a number of surveys that would qualify them for one a number of product offerings. A total of 1.8 million consumers did so, resulting in over 400,000 product offers accepted, and more than a 70% redemption rate. These users would be re-invited back to provide feedback and advocate products to friends and family. Brands included DiGiorno, Jell-o, Cool Whip, Fruit 2.0, honey Bunches of Oats, Philadelphia Cream Cheese, Boca, Live Active, Singles Select, and Athenos. The creative touch points were developed from existing visuals that were blow out into micro sites, email, envelope and coupon inserts.