Kraft Philadelphia Cream Cheese Case Study
The following case study for Kraft Philadelphia Cream Cheese was written by Sarah Kessler and can be viewed in its entirety at Mashable.com (link below):
Asking kitchen-savvy women to not only invent their own dishes, but also shoot, edit and upload videos to a contest website seems like a recipe for disaster. But when Kraft invited women to do just that in its latest online promotional campaign for Philadelphia Cream Cheese, it got about 5,600 more responses than the 400 it set as its goal. With Paula Deen at its helm, what was intended to be a one-year campaign blossomed into a thriving social network of more than 30,000 women.
“When it was all laid on the table, I couldn’t believe the opportunity. I had to pass on an ‘attagirl’ or a boost to more women out there,” explained Paula Deen at a recent promotional luncheon.
When someone seated at a nearby table reminded Deen that the campaign has also been successful in selling more cream cheese, she looked sarcastically surprised. “It did? I hadn’t even thought of that!” she said.