Case Study: Kraft Heinz achieves a lift in brand favorability and purchase intent with Later

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

Kraft Heinz, a major food and beverage manufacturer, sought to measure the impact of its influencer campaigns on key brand metrics like awareness, favorability, and purchase intent. The company partnered with vendor Later, specifically using its Later Influence service, to understand the true effect of its Instagram campaigns.

Later implemented a targeted influencer campaign and a specialized brand lift study. The solution involved working with micro and macro-influencers to create authentic content, followed by a study to compare an exposed audience against a control group. This approach from Later resulted in a significant measurable impact, including a 40-point lift in brand favorability among non-users and a 15-point lift in purchase intent, alongside 186.8K engagements at a low cost per engagement.

Kraft Heinz