Kraft rallies women to become engagement champions

October 2013

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.

The Real Women of Philadelphia was born out of a need to grow Philadelphia Cream Cheese's top line. Kraft found an engaged audience, learned from them and built community among them -- and with the brand. Kraft's Jon Levy and Digitas' John McCarus share the secrets of how the Real Women of Philadelphia came to be.
Building a brand in an age of hyper-targeted messaging