Life after LikeMobilizing a loyal online audience into

an army of offline influencers

Julie Fleischer, Kraft FoodsMichael Perry, House Party

What do I make for dinner tonight?

Oh no, not chicken AGAIN!

PHILADELPHIA Cooking Creme:Fighting Chicken Fatigue, the Dinner Dilemma

• One of Kraft’s largest launches ever– Mix of traditional and non-

• House Party’s role:– Generate product trial– Drive reach– Increase brand awareness – Increase purchase intent

Welcome to the Party

• House Party marries social, digital and experiential programs

• Puts brands in consumers’ hands, homes and conversations

• A conversation and recommendation engine, online and off

[PLAY VIDEO]

We met all our program goals – and moreGenerate product trial: 1.1 million trialsDrive reach: Over 23 million impressionsIncrease awareness: 39 point lift in familiarityIncrease purchase intent: 60 point lift in purchase-intent

•Over 41,000 applicants / opt-ins•972,000 hours of engagement•59 point lift in favorability•69 point lift in advocacy-intent

Primary program goals

Additional results

•“Quick and easy,” “Delicious” and “Great texture”

Conversational themes

•$1.75 net profit for every $1 spent

Strong ROI

Making the Mix Work Harder78% of hosts and 60% of guests pay more attention to PHILADELPHIA Cooking Creme ads

joecochrane said... “When I see the logo or a description of the product, especially when I'm out, I tell the people around me what a great product this is and how it makes dinner preparation so easy…”

shelleyp said...“Until I tried the cooking creme i ignored the ads and now I pay closer attention because I never realized how so close to homemade, and how delicious these products are. ..”

Sprint111 said...“When I saw a commercial for the cooking creme, I literally yelled out loud and said, "that's the Philadelphia cooking creme!" I immediately recognized the packaging and product. Now I definitely pay attention [whenever] I see Philadelphia products…”

Key Takeaways• The social-digital-experiential combo works

– Deep trial & engagement– Sharp lifts in awareness & attitudes– Broad reach– High ROI

• Be sure to:– Build social into the plan from the beginning– Recognize and reward advocacy– Give VIP access– Leverage PR and other media– Don’t control, but manage– Keep it authentic and fun

Thanks