Kraft PHILADELPHIA Case Study: House Party
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houseparty.com For general inquiries and request for proposals: [email protected] 800-393-1102 1 + million product trials 60 point increase purchase intent 175% ROI Our campaign for Kraft’s launch of PHILADELPHIA Cooking Creme far exceeded expectations and drove ROI Challenge Introduce and position this new product as a pre-seasoned, easy to blend creme to address consumers’ number one dinnertime dilemma: chicken fatigue Solution 10,000 House Parties on March 12, 2011 that... • Integrated with “Dinnertime Dilemma” launch communication • Put the brand in consumers hands with easy recipes to broaden their dinnertime options • Included a sweeps to win the chance to cook live via Skype with celebrity chef Todd English; four lucky winners were featured live on his HSN program, cooking with the same pan and ingredients for a truly memo- rable experience Results • Over 41,000 Opt-ins for 10,000 host slots • Over one million product trials • 39 point increase in brand familiarity • 60 point increase in purchase intent • Over 22 million brand impressions • 175% ROI: For every $1.00 the brand spent, it got back $1.75 in net profit (Results validated by ChatThreads analysis of Nielsen sales volume data in test/control markets) “House Party provides a great way to engage in a dialogue about products, have direct feedback, and generate word of mouth.” Valerie Moens, Sr. Manager of Corporate Affairs, Kraft PR week 2010
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Transcript of Kraft PHILADELPHIA Case Study: House Party
houseparty.com
For general inquiries andrequest for proposals:
800-393-1102
1+ million
product trials
60point increase
purchase intent
175%ROI
Our campaign for Kraft’s launch of PHILADELPHIA Cooking Creme farexceeded expectations and drove ROI
ChallengeIntroduce and position this new product as a pre-seasoned, easy to blend creme to address consumers’ number one dinnertime dilemma: chicken fatigue
Solution10,000 House Parties on March 12, 2011 that...
• Integrated with “Dinnertime Dilemma” launch communication
• Put the brand in consumers hands with easy recipes to broaden their dinnertime options
• Included a sweeps to win the chance to cook live via Skype with celebrity chef Todd English; four lucky winners were featured live on his HSN program, cooking with the same pan and ingredients for a truly memo-rable experience
Results• Over 41,000 Opt-ins for 10,000 host slots
• Over one million product trials
• 39 point increase in brand familiarity
• 60 point increase in purchase intent
• Over 22 million brand impressions
• 175% ROI: For every $1.00 the brand spent, it got back $1.75 in net profit (Results validated by ChatThreads analysis of Nielsen sales volume data in test/control markets)
“House Party provides a great way to engage in a dialogue about products, have direct feedback, and generate word of mouth.”
Valerie Moens, Sr. Managerof Corporate A�airs, KraftPR week 2010
