Building a campaign around moms, aunts and grandmothers posting videos on YouTube might have sounded risky at first. But with a few how-to tips and encouragement, the Real Women of Philadelphia produced more user-generated content in weeks than all of Kraft had in the company's history. For the Engagement Project, Kraft Foods' Jon Levy and Digitas LBi's John McCarus tell how they turned home chefs into an army of content creators by letting them engage in real conversations and relationships around the brand.

October 2013