REAL WOMEN OF PHILADELPHIA by Digitas Boston for Philadelphia

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REAL WOMEN OF PHILADELPHIA

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Industry Cheese
Media Promo & PR, Case study
Market United States
Agency Digitas Boston
Associate Creative Director Crystal Smith
Released March 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: KRAFT
Product/Service: PHILADELPHIA CREAM CHEESE
Agency: DIGITAS
Agency: KRAFT ONE
Date of First Appearance: Mar 22 2010
Entrant Company: DIGITAS, Boston, USA
Entry URL: http://www.realwomenofphiladelphia.com/
Executive Vice President, Chief Category/ Marketing Officer: Mary Beth West (Kraft)
Senior Vice President of Marketing: Howard Friedman (Kraft)
Marketing Director: Dan O'Leary (Kraft)
Brand Manager: Adam Butler (Kraft)
Director of Advertising: Jill Baskin (Kraft)
Consumer Activation: Lisa Wade (Kraft)
Vice President/ Group Director of Brand Content: John McCarus (Kraft One)
Vice President/ Director of Media: Lisa Mathison (Kraft One)
Associate Director: Marissa Mulford (Kraft One)
: Samantha Deevy (Kraft One)
: Dana Shank (Kraft One)
Worldwide Creative Director: Mark Beeching (Digitas)
Vice President/ Group Creative Director: Christine Beardsell (Digitas)
Senior Vice President of Marketing: Anita Puri (Digitas)
Executive Vice President/ Creative Director: David R. Mitchell (Digitas)
Associate Creative Director: Crystal Smith (Digitas)
Vice President/ Director/ Marketing: Debra Myszynski (Digitas)
Vice President/ Group Director/ Executive Producer: Steve Torrisi (Digitas)
Founder: Greg Goodfried (Eqal)
Vice President of Branded Content and Communities: Matt Seigel (Eqal)
Media placement: Print - "Cooking With Paula Deen" Magazine - 1 March 2010
Media placement: Paid Search - Google, MSN, Yahoo - 22 March 2010
Media placement: :15 Cable TV Spot (Cable Cluster - Prime) - ABC, NBC, CBS - 22 March 2010
Media placement: :15 Cable TV Spot (Women's Cable Cluster) - Oxygen, Food Network, TLC - 22 March 2010
Media placement: :15 Cable TV Spot (Adult Entertainment Cluster) - E!, Bravo, AMC - 22 March 2010
Media placement: Digital Media - Food Network, GoodBite, Pauladeen.com, YouTube.com, Google Content Network - 22 March 2010
Media placement: The View TV Integration - The View - 26 March 2010
Media placement: Digital Partner/RWOP Community Launch - PaulaDeen.com - 26 March 2010

Insights, Strategy & the Idea
Our objective was to encourage consumers to use cream cheese in more recipes to increase sales, a measurement that had been flat for five years.

Our communication objective was to demonstrate how PHILLY adds a rich, creamy twist to everyday meals. To inspire usage beyond bagels and cheesecake through the skills & voices of Philly advocates; empowering them to spread the word about cooking with PHILLY.

Our consumer is social, a connector, an explorer. She seeks new experiences in her life and through her cooking. PHILLY loyalists were open to using PHILLY as a cooking ingredient. Meanwhile, non- PHILLY loyalists used the Brand through traditional ways of spreading & baking. The Brand's desire to spark greater usage and the consumer desire for recipes led to a powerful community program idea: leverage our Loyalists usage behaviours to influence Non-loyalist behaviours and drive more cooking use.

Creative Execution
Through an online branded video series & a community platform, PHILLY consumers united to inspire, create, share and learn endless new ways to use PHILLY in everyday meals. With beloved food personality and home cook, Paula Deen, as host, Real Women of PHILADELPHIA helped bring women together to build a shared experience which became about much more than cooking - it became about sharing joy with friends and family, inspiring confidence and encouraging personal growth.

A rich mix of channels including digital brand partnerships, online media, paid search, print, social media, PR and TV worked together to drive support to the RWOP community platform. The voices of the growing community were amplified and recipes were distributed through every channel.

Results and Effectiveness
Communication plan sparked 40M Community Registrations and 8M recipe submissions. 1.3MM users visited the RWOP Community. We also received 31MM total views of Cooking with PHILLY Recipe Videos across the web through video media distribution. Ultimately, we reach a total of 90.63% of W25-54 population Online and engaged with 50MM W25-54 unique users.

Program resulted in 32% Lift in Sales (Comscore) and a 15% Lift in Purchase Intent (Dimestore).