CUSTOMER FEATURE: KRAFT FOODS

Building the Turn bank of customer testimonials and case studies was a company-wide priority. A strategic customer relationship with Kraft bloomed into a strategic co-marketing relationship. 

It began with an on-site customer interview while attending Turn Live New York, which led to a co-presentation at a Forrester conference. Knowing we'd need to capitalize on that physical presentation I had a production team capture the 30-minute presentation so I could develop this animation. After seeing what we could develop, I was asked to develop a custom animation for Julie Fleischer's keynote presentation at Content Marketing World in September of 2014.

Kraft Foods former CMO, Deanie Elsner, presented the same video to investors on Wall Street when discussing their approach to back to school. This animation lived on at Kraft and agency of record, Starcom, to educate how and why data was critical to the growth of their business.

At the Forrester Marketing Leadership Forum (2014), Bob Rupczynski, vp of media and consumer engagement at Kraft Foods and Lindsay Leon-Atkins, vp of integrated insights at Starcom joined Turn, now Amobee, on stage to discuss the importance of programmatic and an integrated approach to data for Kraft’s customer interactions. Together we focused on Kraft's use of first-party data (CRM, campaign and website) to build a sustainable competitive advantage and drive results. Watch this video to learn how your business can enhance competitive advantages with the use of your data.
Kraft Foods’ Julie Fleischer, director of media and consumer engagement, joined a room full of marketers at Turn Live New York to talk about how Kraft is using the Turn Platform to understand their customers better. By leveraging that knowledge, Kraft can deliver real-time and relevant campaigns that speak to individuals instead of broad target demographic segments. Kraft has developed an innovative approach to marketing strategy and has achieved real success for brands such as Jell-O, Crystal Light, Oscar Mayer, Cool Whip, Gevalia, Planters, and more.
Content is at the heart of the marketing approach for Kraft Foods. Data is mined to create meaningful content and experiences for their consumers. This processes allows their brands to better understand their consumers and deliver more relevant messages. See how first party data, supported by programmatic advertising, is the key ingredient to this proprietary scaled learning engine.