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Customer Profile: Kraft
Overview
With over $37 billion in annual sales, Kraft Foods is the 3rd largest food and beverage company in the world. Kraft turned to Pluck in 2008 to power social media features on KraftFirstTaste.com, an online destination that anchors the offline efforts of Kraft's word-of-mouth marketing machine. The community was deployed alongside invitations to over 400,000 participants from Kraft's offline word-of-mouth campaigns.
Deployment Details
With SiteLife Comments, Blogs, Forums, and Personas, Kraft delivers extended community features to their word-of-mouth efforts – allowing Kraft to maximize the customer insights gained from their most enthusiastic, loyal consumers. In a unique use of Pluck's platform, Kraft also uses SiteLife Comments to deliver a "Question & Answer" feature that enables user-to-user discussion around product features.
