Data-Driven
Data-driven media is the application of data and technology to identify and match the right audiences to the right message at the right moments.
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PROGRAM
2016 BRONZE
Serving What's Trending
We needed to reframe perceptions of Kraft Heinz declining dessert brands. Understanding how women's recipe seeking behavior changes daily with their social media feed, we realized they now have a taste for whats trending. Through precision targeting and automated messaging, we designed a dynamic programmatic solution that served micro-segments of Moms trending recipes we predicted would be most relevant to them using data. The campaign resulted in increased market share and brand favorability for Kraft Heinz dry packaged dessert brands.
Brand:
Kraft Heinz Dry Packaged Dessert Brands: Jell-O, Cool Whip, JET-PUFFED and Bakers Chocolate
Client:
The Kraft Heinz Company
Agency:
Starcom
Language:
English
2014 SILVER
FINALISTS
MEDIAS NOCHES BIMBO Y BIMBOLLOS BIMBO
LA GRAN GUÍA DE JOCHOS Y HAMBURGUESAS
Nosotras Intimawear
Nosotras Intimawear: Una Revolución Sostenible y Empática en el E-commerce
Inca Kola
La teoría de la retornabilidad de “Albert E”.
