MOM LIFE by BBE, Digitas Boston for Kraft Foods

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MOM LIFE

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market United States
Agency BBE
Agency Digitas Boston
Released March 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: KRAFT
Product/Service: KRAFT FOODS
Agency: DIGITAS
Agency: BBE
Date of First Appearance: Mar 5 2009 12:00AM
Entrant Company: DIGITAS, Boston, USA
Entry URL: http://www.nycworkshowcase.com/shows/cannes%5F2010/pages/kraft.html
Senior Vice President Brand Content Platform: Stephanie Sarofian (Digitas)
Vice President/Group Director Brand Content: John McCarus (Digitas)
Vice President/Creative Director: Christine Beardsell (Digitas)
Branded Content Producer: Ina Burke (Digitas)
Vice President/Group Director Executive AV Production: Steve Torrisi (Digitas)
Vice President/Director Business Affairs: Marta Infante-Stajek (Digitas)
Executive Producer: Samantha Giberga (BBE)
Chief Executive Officer: Matt Wasserlauf (BBE)
Media placement: Pre-Roll And Syndicated Content - Hulu - 5 March 2009
Media placement: Pre-Roll And Syndicated Content - YouTube - 5 March 2009
Media placement: Pre-Roll And Syndicated Content - Parenthood - 5 March 2009
Media placement: Pre-Roll And Syndicated Content - Real Savvy Families (Www.realsavvyfamilies.com) - 11 March 2009
Media placement: Pre-Roll And Syndicated Content - E Online - 19 March 2009
Media placement: Pre-Roll And Syndicated Content - Mommy Track'd - 2 April 2009
Media placement: Pre-Roll And Syndicated Content - Totally Beauty - 2 April 2009
Media placement: Pre-Roll And Syndicated Content - Blinkx - 16 April 209
Media placement: Pre-Roll And Syndicated Content - Mama Source - 22 April 2009
Media placement: Pre-Roll And Syndicated Content - Top TV Bytes - 30 April 2009

Results and Effectiveness
Jen and Barb have created an environment where moms can go to share their own stories or hear other moms. Because of their openness women trust them and the choices they make for their families. Jen and Barb are not touting the brands, but capturing the core messaging the brand is trying to get out into the market while weaving it into the theme of each episode. An additional result is the opportunity for the brands to present their products in an atmosphere outside of the traditional commercial, thus allying consumers with their own overlapping needs and preferences.

Creative Execution
Kraft created a web show starring two mothers to whom women across the county could relate. Associate Kraft brands with real-life challenges, adventures and joys of raising a family. Make the show available on many different female targeted sites and portals such as Hulu, YouTube, Parenthood and Real Savvy Families. Along with the momlife.com site and an intense PR effort, Jen and Barb's web episodes brought to life two high-profile brand ambassadors that women across America adore and emulate.

Insights, Strategy & the Idea
Kraft wanted to integrate their products into an addictive source of entertainment for their target audience – moms. With a brand presence spread over products from Oreos to Maxwell House, Kraft leveraged web-entertainment to connect mothers and their brands. Women used to sit around the fire sharing stories. Now they communicate online. The mode of communication has changed, but the need hasn’t; women still need other women. Moms have limited time, so shows are five minutes, shorter than a coffee break and infinitely more interesting to share with friends. Going beyond traditional advertising, Kraft built a community around common interests. 24/7 access, interactivity and humour were musts as were actionable elements like recipes and organisational strategies. Integration with Kraft brand initiatives, like Philadelphia Cream Cheese’s Real Women of Philly with Paula Dean and Oscar Meyers' Good Mood Mission strengthen relevancy, engagement and brand recognition.