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Case Study

Kraft Case Study Video

the rundown

In this case study, we learn how Kraft created Comida Kraft, a culturally relevant in-language destination intended to reach out to the Hispanic community, including a YouTube channel, Facebook page, and mobile site. The various channels keep consumers engaged with Kraft and encourage repeat visits to discover new content. We also learn that Hispanics are much more likely to click on search ads than their general population counterparts.

The Goals

  • To reach out to U.S. Latin consumers
  • To engage U.S. Latin consumers with the Kraft brand

The Approach

  • Create a culturally relevant and in-language CRM program
  • Use various digital platforms like Facebook, YouTube, and mobile
  • Search used as a key component in digital strategy

The Results

  • Launch La Comida Kraft community online
  • Engage Latin community through La Comida across many media platforms
  • Latin community more likely to click on search ads than the general market
 

Download the rundown