About the company: 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. In 2015, the Kraft Heinz Company had 13 different brands with $500 million or more each in annual sales. Kraft has served American families for over 100 years now. This has positioned them in a unique way where the products they offered fits into American lifestyle and the way they raise their families. Kraft Heinz are running a campaign for almost a year now supporting modern families. Family Greatly Kraft’s research showed that 80% of parents today feel pressured to be ‘perfect’ parents whereas 80% of the children would prefer having great parents over the perfect ones. “There’s no one perfect way to family, as long as you’re doing it with love and conviction, we support how you family.” says Anne Field, director of brand building for Kraft. Kraft believes that parents don’t have to be perfect in order to be great therefore they launched a campaign called #FamilyGreatly that emphasizes that there is no wrong or right way to raise a family as long as you do it with conviction and love. Rather than hiring professional artists or reality show families, Kraft decided to get the ‘real American families’ onboard. “When we first identified this insight, we knew it clearly spelled out what we believe as a brand. When we shared it with families, we felt such power in this universal truth. And as mom of two young daughters and a daughter myself, I couldn’t wait to share this message.” Anne Field, Director of Brand Building for Kraft Kraft, as a part of its communications campaign, invites families to engage with #FamilyGreatly on social media, sharing the realities, joys and challenges of family life on @KraftBrand Facebook, Twitter and Instagram channels. In order to set the ball rolling, Kraft got its employees to kick start the conversation on behalf of the brand. Audience and participants will hear from these Kraft parent employees about their own genuine and heartfelt experiences.
Media. Monitoring. No one understands the utility of social media in the development of products better than than those in the thick of the media monitoring industry, the champions of multiple products which, like digital butterfly nets, capture curated data from the far corners of the online world, with the aims to organize, analyze, and report on that data in an impactful way. In effect, social media research in this industry IS the product. In Canada, a competitive set of top industry players, such as Cision Canada, have made the monitoring, organizing, and analysis of traditional and social data their full-time business by developing digital media monitoring/analysis platforms and bringing them to market. And, given the nearly daily shifts in digital technologies and modes of communication, pushing out new user-friendly, contemporary communications products for clients (mostly those in PR, marketing, advertising, and communications across an expansive list of industries), and meeting the demands of the market in a timely and effective way, are vital in staying relevant to the needs of the communications and PR professionals who’s primary need is to keep their fingers on the pulse.
Organisation Name: Home Depot Industry: Home Hardware, Construction, DIY Web Reference: Home Depot, HD Media Relations, Clickz Review, Social Success, AdAge What is the Home Depot Doing? In an effort to empower its cliental, the Home Depot has experimented with various points of attraction. Stuff the competition was slow to react on, in the business world its known that being pro-active will… Read more »
ORGANIZATION NAME: MAPLE LEAF FOODS Maple Leaf Foods – The Morning Rush INDUSTRY: FOOD SERVICES NAME OF CONTACT: MICHAEL MCCAIN, CEO If, “Transparency is the new currency” … What do you do when it hits the fan? When the worst scenario possible happens… What do you do? How do you (literally in the case of Maple Leaf Foods) save your bacon? Customer engagement,… Read more »
Are you celebrating vanity metrics in your organization? The term vanity metrics sounds as fluffy as the impressive numbers behind it. Think 406,852 likes, over a million followers, 500 hits a day. What do those numbers actually say? Is there a story behind those numbers and are those numbers generating the desired results? In her article “Kiss Vanity Metrics Goodbye”… Read more »
For the first time in Canada, at the 2013 40th Canadian International AutoShow, a new marketing strategy for Hot Wheels® and GM Chevrolet, in conjunction with Twitter, was created to increase product awareness and development for their Hot Wheels® Camaro® Concept Car. The show runs from Feb 16 until Feb 24 at the Metro Convention Centre. TrojanOne, a well recognized… Read more »
A sad tale of employee involvement through social media came when an Applebee’s employee shared with the world a receipt from a customer who wrote “I give God 10% why do you get 18”. Web Source: NBC News www.nbcnews.com/business/applebees-social-media-faux-pas-learning-experience-1B8251556 Applebee’s social media strategy was poorly handled. One source says the “Applebee’s commits ‘social media suicide’”. The posting went viral through… Read more »
Ever see an ad on Facebook trying to sell you something? Sure you have. That for me, is Social Media Marketing. Companies utilizing Social Media platforms such a Facebook, Twitter, Youtube etc. to sell their product and or service, this is starting to become very common in the market place, because it works. Well, there are also Companies such as… Read more »
The battle line is drawn. Everyone in business should be involved in social media. The statistics in the two video links below are staggering: