As influencer marketing matures, more and more marketers are emphasizing measuring the impact and outcomes of their influencer marketing efforts. While the content of Kraft Heinz’s influencer marketing campaigns were high quality and aligned with their brand messaging, the brand's ability to measure the impact on how the influencer campaigns were affecting their primary marketing metrics - brand awareness, favorability and purchase intent - was limited.
The Kraft brand team wanted to leverage influencers’ authentic love, experiences, and passion for the brand through a #LoveForKraft campaign on Instagram — and to ultimately increase brand awareness, favorability and intent.
The #LoveForKraft Campaign & Brand Lift Study
The campaign, which ran and was analyzed December 2018 through February 2019, involved 46 macro- and micro-influencers promoting their favorite Kraft products on Instagram twice per month.
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About the Brand
The Kraft Heinz Company is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go.
Based in Chicago, the company houses more than 200 household brands and operates across 40 global markets.