In one video, Renfroe says serving Kool-Aid keeps the neighborhood kids close
and chatty. "Two cups down, they're singing like canaries," she reveals. But the sketches don't always mention brands and Kraft hopes this will make them viral.
The videos spring from a desire to "find other relevant and compelling conversations we can have with our customers" that don't involve recipes, says Julie Fleischer, Kraft's director of consumer relationship marketing, content, strategy and integration.
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Kraft is highlighting one of the “beauties” of leveraging social media data - the ability to, as Julie puts it “find other relevant and compelling conversations we can have with our customers.” Before social, think of the time and expense brands would have to spend to find new and interested consumers and interact with them – with Social Intelligence you can easily discover and connect with new markets and consumers faster and more cost-effectively than ever before.