Brand Authenticity: Krafts Cream Cheese Lessons

  • Lessons Learnt
  • It’s not about technology, it’s about authenticity.
  • It’s about the story.
  • It’s about real people talking to real people.
  • Real World Authenticity
  • “ Real people talking to real people” “ When you engage the consumer and show them that you have done something that’s unedited, you humanize the brand and that’s invaluable.” Tyler Williamson Sr. Brand Manger, Kraft Foods

Adam & Tyler 4-Week Campaign Results Results

  • Sales of Philly 1/3 Less Fat exceeds most optimistic projections in 2008
  • 535,088 direct online conversations via chat rooms, instant messenger apps and message board forums
  • 50,000 + Blog views
  • 8,000+ views of the viral video on YouTube
  • Over 1,000 ‘friends’ added on social networks
  • 56% expressed intent to visit the website
  • National Press Coverage
  • 90% felt Adam and Tyler should get a promotion
  • Website traffic increased almost 400% over previous year in typically slowest period Q1
  • Extended 1 week program to over a month
  • Adam and Tyler both got promoted
  • Everything we said was true


~ by jamie andrei on September 6, 2009.

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