Kraft wants to make it easy for people to discover and share everyday, achievable meals. They joined Pinterest in January 2012 because the service reached Kraft’s desired audience and had significant scale. It also helped that recipes were already one of the most popular interests on Pinterest.
Now, Pinterest has transformed the way Kraft thinks about its content marketing.
“Pinterest has become a powerful tool for us to garner real-time insights, mine data and influence content creation, curation and amplification” said Jennifer Feeley, Associate Director of Digital Strategy and Channel Activation.
“Pinterest has become a powerful tool for us to garner realtime insights, mine data and influence content creation, curation and amplification”
Kraft learned that well-lit, appetising food visuals with some colour contrast are most commonly saved. Recipes tied to seasonal and social events also perform well. Kraftrecipes.com saw a significant traffic lift after testing and optimising 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 review save and clickthrough rates from Pinterest and data from other social channels to learn what people like. They also look to see which other food Pins are popular, helping them identify food trends, such as treats in a jar, push pops or baby reveal cakes. Once they spot what’s working, they immediately optimise 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.”