Drew Neisser: Look Who’s Drinking The Social Media Kool-Aid Now
The beverage brand is under new media management that is demonstrating their dominance in the field.
Packaged goods brands weren’t the first to embrace social media but now that they have, they are bringing a level of sophistication that early adopters only dreamed about. Case in point, Kraft’s Kool-Aid brand which under the leadership of Tiffany Tamplin, Senior Director of Refreshment Beverages, has mined Facebook data to realign its fanbase, drive app development and even influence its offline media strategy.
Let’s start with the fanbase. Like many brands, Kool-Aid initially measured success by the size of its social footprint not necessarily the quality of its fans. Working with LoudDoor, a market research and audience-targeting platform, Kool-Aid discovered that its Facebook fans were predominately 18-year olds and not moms who actually buy the product. Recalibrating its media buy, Kool-Aid was able to attract the right fans at a cost well below its prior efforts.