Kraft wanted creators to share how they warm up on a cold winter day with a cup of hot cocoa. The brand asked creators to use their imagination and show their favorite cup of cocoa using Swiss Miss and Jet-Puffed products.
Kraft partnered with Social Native to find and activate new consumers to purchase the Kraft products and share their experience warming up with hot cocoa on a cold winter night.
The brand activated 25 unique creators and reached a total of 575K new consumers. The content averaged a 4.74% engagement rate, 183% higher than the food & beverage average engagement rate of 1.67%.
Average engagement rate
New consumers reached