Kraft Digital, Case study YOU GOTTA LOL by Kraft Foods, MEREDITH INTEGRATED MARKETING

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YOU GOTTA LOL

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Industry Grocery and Other foods
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Kraft Foods
Creative Director Marisa Fuoco
Agency MEREDITH INTEGRATED MARKETING
Released October 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: KRAFT FOODS
Product/Service: ENTERTAINMENT SERIES
Agency: KRAFT FOODS
Agency: MEREDITH
Date of First Appearance: Oct 4 2010
Entrant Company: KRAFT FOODS, Glenview, USA
Entry URL: http://www.yougottalol.com/
Senior Director of Customer Relationship Management: Kelley Woodland (KRAFT FOODS)
Director of CRM Content Strategy: Julie Fleischer (KRAFT FOODS)
CRM Manager: Theresa Cockburn (KRAFT FOODS)
Director of Channel and Consumer Experiences CRM: Sarah Rogovin (KRAFT FOODS)
Associate Director of CRM Digital Marketing: Joanne O'Leary (KRAFT FOODS)
Associate Director of CRM: Jennifer Feeley (KRAFT FOODS)
Senior Manager of CRM Digital Marketing: Sage Wodarz (KRAFT FOODS)
Senior Manager of CRM Digital Marketing: Karen Edelstein (KRAFT FOODS)
Manager of CRM Digital Marketing: Joy Henderson (KRAFT FOODS)
Senior Vice President: Georgine Anton (MEREDITH CORPORATION)
Executive Producer: Seth Feldman (MEREDITH CORPORATION)
Content Director: Peggy Katalinich (MEREDITH CORPORATION)
Creative Director: Marisa Fuoco (MEREDITH CORPORATION)
Senior Video Producer: Lawrence Alitowski (MEREDITH CORPORATION)
Senior Writer: Emily Shay (MEREDITH CORPORATION)
Account Director: Josh Blacksmith (MEREDITH CORPORATION)
Digital Design Director: Jay Machain (MEREDITH CORPORATION)
Media placement: Webisode Series - Kraftrecipes.com, Mrecipes.com; MobiTV, BlipTV, YouTube - October 4, 2010

Insights, Strategy & the Idea
To promote its iconic brands and connect emotionally with consumers, KRAFT envisioned a new approach to branded entertainment unlike anything else in the marketplace.

A recent cooperative study by Nielsen and the Today Show found that women 25-44 are a major force behind rapid adoption of online video content. And not only do they watch videos online – they share them too. The short-form video format was chosen as the ideal way to break through the clutter and connect with Kraft’s consumers.

The result is You Gotta LOL, a breakthrough series of branded webisodes that deliver authentic, relatable comedy and invite moms to take a moment to laugh out loud and share the laughter with friends.

Creative Execution
Shot in front of a live audience at the Gotham Comedy Club in New York City, KRAFT’s You Gotta LOL webisodes are unique – delivering quality stand-up comedy that is funny, uplifting and family-friendly.

Featuring “The Funniest Mom in America,” Anita Renfroe, this innovative series invites moms to take a moment for themselves and share a laugh. Each weekly 2-minute webisode highlights an iconic brand like Ritz crackers or Maxwell House – engaging consumers with utterly true slice-of-life comedy, inspired by moms’ reality and the brands’ core consumer insights. And Kraft is delivering it with a clever multi-channel, integrated approach that includes presence on Facebook, Twitter, YouTube, mobile phones, in email and on KraftRecipes.com.

Results and Effectiveness
You Gotta LOL’s unconventional approach broke new ground for KRAFT and the industry. Consumer response has been overwhelming, generating over 5 million views (the original projections were 500,000) and a click-through rate of 3-5%. The program also received extensive coverage in trade and consumer media, including a segment on CNBC’s “Power Lunch.” Due to this groundswell of success, 50 new videos were created for 2011.

It turns out, laughter is not only the best medicine; it also proves to be a very effective way to promote snacks.