Asking kitchen-savvy women to not only invent their own dishes, but also shoot, edit and upload videos to a contest website seems like a recipe for disaster. But when Kraft invited women to do just that in its latest online promotional campaign for Philadelphia Cream Cheese, it got about 6,000 responses. That’s right, six thousand.
Sales of Philadelphia increased 5% in Year 1 of this program.
Things We Did
- Kraft Foods, Philadelphia Digital AOR
- Member Integrated Marketing Team
- Brand Shark Tank Presentation
- Program Strategy
- Digital Concepting