Finding what works
Kraft learned that well-lit, appetizing food visuals with some color contrast are the most often repinned. Recipes tied to seasonal and social events also perform well. Kraftrecipes.com saw a significant traffic lift after testing and optimizing their pins.
“We are obsessive about content performance,” said Dana Shank, associate director of CRM content strategy and media monetization. “Pinterest helps us find the sparks of content resonating in real time. We can then fan these flames immediately with further content distribution throughout our own channels.”
Each week, the Kraft team reviews repins and clickthrough rates from Pinterest and data from other social channels to learn what people like. They also look to see what other food Pins are popular, which helps them identify food trends, like treats in a jar, push pops or baby reveal cakes. Once they spot what’s working, they immediately optimize content throughout their marketing. For example, this delectable pumpkin dessert had an orchestrated distribution strategy and was Kraft’s most successful Thanksgiving Pin.
The team shares insights from the data with individual brand teams, as this can help brands choose images and recipes to feature in marketing campaigns, social channels and brand packaging.
“Pinterest has been an amazing addition to our ever-changing digital ecosystem,” Feeley added. “We are continually adjusting our sails with each new Pinterest release to ensure our content is continuously percolating to the top of recipe and food searches.”
Suggestions from Kraft Foods
Add the Pin It button to your site
Use well-lit, high resolution food photography to attract recipe repins
Create Pins around seasonal events and holidays to attract Pinners looking for specific content