Case Study: Kraft Heinz boosts awareness and positive perceptions with Popular Pays

Kraft Heinz boosts awareness 11 points with Popular Pays

Kraft Heinz, a large food and beverage company, needed to strategically activate an influencer marketing program to enhance perceptions of its My Food and Family content hub. Their challenge was finding an efficient way to source the right partners and, crucially, to measure the program's true impact on consumer awareness and intent, which traditional metrics could not accurately demonstrate. To address this, they turned to the vendor Popular Pays for its influencer marketing software and strategic guidance.

Popular Pays provided a solution that included its platform for campaign activation and a partnership with Group RFZ for measurement. Using Popular Pays' brief builder and first-party data, Kraft Heinz efficiently managed two campaigns that achieved a 5.7% engagement rate and over 8 million impressions. The Group RFZ analysis proved the program's profound impact, showing significant lifts in awareness, including an 11-point increase in aided awareness and a three-fold increase in unaided awareness among parents, ultimately driving positive perceptions and intent to visit the site.

Kraft Heinz