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2011 EFFIE Award Review: 'Real Women Of Philadelphia'

Media Category: Media Idea

Agency:Digitas

Client: Kraft Philadelphia Cream Cheese
Campaign Title: "Real Women of Philadelphia"

Marketing Challenge: Kraft's Philadelphia Cream Cheese was considered America's favorite bagel spread and cheesecake ingredient, but that was no longer enough. Sales had flatlined. Consumers needed new reasons to buy the product.

The challenge was to get consumers to fall back in love with the brand, leveraging key insights into a growing product use -- cooking. Encouraging the use of Philly as an ingredient for recipes could turn sales around and catapult brand loyalty. The Real Women of Philly mixed an old truth -- women thrive when supported -- with a new truth: online sharing is easy, and made magic happen.

Creative Solution: How could we show that cream cheese wasn't just for bagels anymore -- and encourage women to show that to other women? We embraced the simple truth that when empowered by community, women love to share.

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The concept was simple: cook, share, compete. But knowing our consumers only share information from trusted sources, we needed a partner who would inspire home cooks all across the country and spike interest in the contest. After extensive research, we enlisted Food Network star and social media maven Paula Deen to lead the program and promote it where home cooks congregate -- GoodBite, Food Network, etc.

Media Solution: The campaign enabled consumers to create video recipes using the product, post their videos to the site and compete for a chance to go to Georgia for a cook-off. Women started buying Philly, experimenting with recipes, and making new friends through the program's social media channels. On and offline media kept engagement strong.

In addition to the thousands of video entries submitted, consumers were sharing their recipe tips on Facebook, Twitter, and YouTube. Contestants inspired others and recruited new participants. Home cooks became contest evangelists and brand champions -- a community of over 250,000 submitting or consuming content. Together with Kraft, we built an active brand, and we drove real results.

Results:

  • "Real Women of Philadelphia" helped contribute to the first lift in volume for the brand in five years -- Philly achieved a 5.0% growth in sales for Q1 through Q3 2010 vs. 2009, and also a 5.1% lift in net revenue for the same time period.
  • Within the two quarters that RWOP launched, research showed that consumers positively shifted their consideration for cooking with Philly. When asked "For which of the following purposes are you likely to use cream cheese in the next six months," we observed a 27% increase in consumer responses for baking, and a 40% increase in responses for cooking, among control vs. exposed consumers (custom Dimestore study results).
  • Over 24MM video views of consumer-generated recipe content both within the site and syndicated across the Web. (DoubleClick).
  • Over 1MM site views, with over 30% repeat visitors.
  • Over 33M community members through the end of August 2010. (DoubleClick)
  • 36,024 comments posted through the end of August 2010.
  • Over 322MM earned-media impressions from PR, including articles in trade publications, the Los Angeles Times, The New York Times and Click from March through August 2010.

  • All winners were presented June 7 during the 2011 EFFIE Awards gala in New York.

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