Case Study: Kraft Heinz Achieves a Lift in Brand Favorability and Purchase Intent with Later Influence

How Kraft partnered with Later to drive a double-digit lift in favorability and intent

Kraft Heinz, one of the world’s largest food and beverage companies, wanted a better way to measure how its influencer campaigns affected top-funnel metrics like brand awareness, favorability, and purchase intent. Working with Later Influence, the company used an influencer marketing program to understand how exposure to its Instagram campaign influenced perceptions of the Kraft brand.

Later Influence helped Kraft Heinz run a tiered micro- and macro-influencer campaign centered on the #LoveForKraft message, supported by a brand lift study to compare exposed and control audiences. The campaign generated 46 Instagram posts, 2.3 million estimated impressions, and 186.8K estimated engagements, while the study showed a +15-point lift in purchase intent among non-Kraft users, a +40-point lift in brand favorability among non-Kraft users, and a +15-point lift in overall favorability.

Kraft Heinz