Kraft foods stands out among CPG brands as an innovator in data-driven campaigns. Interested in exploring just how much audience insights affect campaigns, People Pattern ingested digital behaviors from a sample audience of 29,883 customers.
On a high level, Kraft’s audience is largely made up of Caucasian females, most which are over the age of thirty.
People within the Arts & Music persona makes up 49% of KraftFood’s audience. These folks are creative types–women interested in DIY, cooking, and consumer electronics. The top persona segment is concentrated in key DMAs around the country. Based on the data, geographic hotspots include urban hotspots like New York, Boston, Chicago and Los Angeles, with Chicago hosting the most dense population of Kraft’s audience.
Bubbling up from the conversation, women were focused on “Recipes”, often using words like “eggs”, “strawberries”, “taste”, and “1/4” to discuss the topic.
The most popular named entity among the demographic was The Food Network, suggesting possible sponsorship and partnership opportunities for the CPG giant.
This segment is skilled in cooking and crafting, but wishes to learn and expand their knowledge. Kraft would benefit from targeted messaging specific to the kinds of things the segment is interested in, delivered in a manner that encourages them with new, brand-centric recipes.
With deep audience intelligence, Kraft could become the authority on innovative new recipes made from more traditional household ingredients.
It’s up to Kraft to drive engagement and bring net-new customers to the table. Based on audience insights, brands like Kraft have the ability to connect with specific segments, groups and demographics, optimizing product messaging and building the brand’s reputation as trustworthy, informative, and valuable to the consumer.
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