The Science and Math Behind The Art of Kraft’s Delicious Content

Kraft Foods Group, Inc. Kraft CRM Content Marketing Platform: Development + Distribution

Kraft Foods Group, Inc. Content Marketing Brief Create delicious meal solutions that inspire amazing food stories which spread to drive sales and create value for Kraft Foods.

Kraft Foods Group, Inc. 4 Publisher Strengths, Owned Channel Power Critical scale, with better consumer engagement Unmatchable level of content integration Real time and nimble distribution Proven platforms that reach consumers highly receptive to Kraft brands

Kraft Foods Group, Inc. Owned Media Outperforms Industry Content Beats Media

Kraft Foods Group, Inc. There is Math Behind Great Art 6

Kraft Foods Group, Inc. And Math Inside Food 7

Kraft Foods Group, Inc. 8 Math Informs Our Content Plans Data is Ingredient for Success

Kraft Foods Group, Inc. We Know What’s Inside: Tapping the Goldmine

Kraft Foods Group, Inc. Data Guides Content Development

Kraft Foods Group, Inc. Data Drives Cross Channel Programming 11 Magazine: Wow Her Starch results on likelihood to make recipe

Kraft Foods Group, Inc. Website: Inspire Her Engagement with Hero recipe 12 Data Drives Cross Channel Programming

Kraft Foods Group, Inc. 13 Social: Inspire & Connect Her Repins and Shares Data Drives Cross Channel Programming

Kraft Foods Group, Inc. 14 Data Guides Content Distribution

Kraft Foods Group, Inc. 15 Great Content Travels Look For Sparks and Fan the Flames

Kraft Foods Group, Inc. Asking the Audience Yields Delicious Response 16

Kraft Foods Group, Inc. Unparalleled Content Integration Drives Reader Engagement

Kraft Foods Group, Inc. CRM Content Marketing Key Takeaways 18 Powerhouse of culinary insights and consumer cooking behavior that can be accessed for brand planning and insights Leverage and influence multi-channel content calendar to shape brand content strategy and development Content Development Content outperforms media Content placements ignite earned amplification (viral) effect Unique owned channel opportunity to integrate in print editorial Content Distribution Use 1 st Party behavioral data and activity to spark insights, provide real time learning, and power activation Leveraging CRM Data

Kraft Foods Group, Inc. THANK YOU!