Life after Like Mobilizing a loyal online audience into an army of offline influencers Julie Fleischer, Kraft Foods Michael Perry, House Party

What do I make for dinner tonight? Oh no, not chicken AGAIN!

PHILADELPHIA Cooking Creme: Fighting Chicken Fatigue, the Dinner Dilemma One of Kraft’s largest launches ever – Mix of traditional and non- House Party’s role: – Generate product trial – Drive reach – Increase brand awareness – Increase purchase intent

Welcome to the Party House Party marries social, digital and experiential programs Puts brands in consumers’ hands, homes and conversations A conversation and recommendation engine, online and off

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We met all our program goals – and more Generate product trial: 1.1 million trials Drive reach: Over 23 million impressions Increase awareness: 39 point lift in familiarity Increase purchase intent: 60 point lift in purchase-intent Over 41,000 applicants / opt-ins 972,000 hours of engagement 59 point lift in favorability 69 point lift in advocacy-intent Primary program goals Additional results “Quick and easy,” “Delicious” and “Great texture” Conversational themes $1.75 net profit for every $1 spent Strong ROI

Making the Mix Work Harder 78% of hosts and 60% of guests pay more attention to PHILADELPHIA Cooking Creme ads joecochrane said... “When I see the logo or a description of the product, especially when I'm out, I tell the people around me what a great product this is and how it makes dinner preparation so easy…” shelleyp said...“Until I tried the cooking creme i ignored the ads and now I pay closer attention because I never realized how so close to homemade, and how delicious these products are...” Sprint111 said...“When I saw a commercial for the cooking creme, I literally yelled out loud and said, "that's the Philadelphia cooking creme!" I immediately recognized the packaging and product. Now I definitely pay attention [whenever] I see Philadelphia products…”

Key Takeaways The social-digital-experiential combo works – Deep trial & engagement – Sharp lifts in awareness & attitudes – Broad reach – High ROI Be sure to: – Build social into the plan from the beginning – Recognize and reward advocacy – Give VIP access – Leverage PR and other media – Don’t control, but manage – Keep it authentic and fun

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