Case Study: Kraft Foods achieves increased recipe discovery and website traffic with Pinterest

Kraft Foods - Customer Case Study

Kraft Foods joined Pinterest in 2012 to make it easier for people to discover and share everyday, achievable meals, tapping the platform’s large audience and recipe-focused behavior. The challenge was to shape content marketing around what resonates visually and seasonally, drive awareness and website actions, and increase traffic to KraftRecipes.com.

Kraft used Pinterest as a real-time insights engine—mining save and clickthrough data to guide content creation, curation and amplification. By optimizing Pins with well-lit, colorful food visuals and seasonal/social hooks, reviewing weekly performance, and orchestrating distribution, Kraft achieved a significant traffic lift to KraftRecipes.com, produced a top-performing Thanksgiving Pin, and shared learnings across brand teams (leveraging Pinterest features like the Save button) to improve campaigns.

Kraft Foods

Jennifer Feeley

Associate Director of Digital Strategy and Channel Activation