Download - Kraft PHILADELPHIA Case Study: House Party

houseparty.com

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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