With Kraft looking to promote Philadelphia Cream Cheese as a multi-purpose cooking ingredient, they and Flite had to create an ad which could both drive sales and raise awareness.
The need for engaging creative, meant that a Creative Management Platform (CMP) such as Flite, was a natural fit. The main push was through social media, and can certainly be seen as a success. Compared to Google Double Click, the campaign drove 320% higher ad engagement, and 245% higher CTR. Flite enabled this by designing a custom display unit which personalised ads based on search and trending data from leading food sites, and recipes and images from kraftrecipes.com.
Case Study Content
Kraft, through its media agency Starcom MediaVest, partnered with Flite, a creative management platform (or CMP), to drive adoption of Philadelphia Cream Cheese as a multi-purpose cooking ingredient. SMV worked with Flite to develop a custom display unit and leveraged dessert recipes and images from kraftrecipes.com to personalize the ads based on search and trending data from leading food sites. The 1:1 marketing campaign of content-powered ads ran for 2015 and drove engagement up by 320% and increased CTR by 245%.
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