Success Story

Miracle Whip

Miracle Whip Case Study

“Rocket Fuel enabled us to deliver a social-media effort outside of Facebook for Kraft Foods. It drove more than 45,000 visitors to engage with the MIRACLE WHIP Facebook site, and encouraged them to request a free sample.”

Stephanie Zuk
Associate Director Starcom

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Goal

Motivate consumers to interact with MIRACLE WHIP via Facebook

Challenge

Building product penetration and awareness among new consumers

Product Used

Rocket Fuel for Direct Response

Advertiser

Goal

  • Drive consumers who do not currently purchase MIRACLE WHIP to submit their information via Facebook in order to get a free sample
  • Attract visitors to the MIRACLE WHIP Facebook fan page

Challenge

  • Build awareness among new consumers
  • Drive purchase lift
  • Increase household penetration

Results

  • Attracted over 45K new visitors to the MIRACLE WHIP Facebook landing page
  • Outperformed CTR goal by 80%
  • Increased lift of CTR up to 41% in desirable psychographic segments (Leaders, Go-Getters, Actives)
  • Delivered higher CTR among $75K-plus HHI audience
  • Boosted CTR 112% by the end of the campaign
  • Increased product trial and expanded the MIRACLE WHIP consumer base

Product Used

  • Rocket Fuel for Direct Response

Why Rocket Fuel?

  • Ability to optimize to desired audience
  • Exceptional capability to drive sales
  • Superior customer service

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for MIRACLE WHIP? They tend to be:

  • Non-MIRACLE WHIP consumers within specified geographic regions (50% to specific regions, and 50% nationwide)

Popular Content Categories

  • Coupons
  • Moms
  • Family