Kraft Dinner (uniKD.com)
Problem
Kraft Canada wanted to expand the demand for its Kraft Dinner product beyond a "kids-only" offering to attract a new audience of teenage consumers. To achieve this objective, Kraft needed to change teens' perception of Kraft Dinner and engage this consumer segment in a meaningful conversation.
Problem
- Create UniKD.com, a site where teens come to share ideas, play games and enter contests while earning points to increase their on-site status and win prizes
- Employ social media to create and build equity around the KD brand, while engaging Kraft's new target consumer in the media channel where they were most active
- Leverage Kraft's existing web site to host an online community for teens to create user-generated content, thus creating a site "made by teens for teens" to provide Kraft with valuable feedback on products and promotions
HOME PAGE:
Results
- Traffic volume to UniKD.com and number of pages viewed exceeded similar program benchmarks by 50-200%
- Program achieved 73% of the forecasted annual member target within the first quarter of the program
- Point accumulation exceeded forecasts, demonstrating heavier than anticipated program participation
- +30,000 members and growing every day
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