How 275,000 Superfans helped Kraft launch a major new subline and restage a declining beverage brand.

275,000 Crystal Light Brand super fans shared Crystal Light INSIDER program content and offer with 47 million friends and family-focused on new subline MOCKTAILS.

Gaining consumer trial for the brand from 675,0000 new consumers.

$12 million incremental sales in the first six months due to the Brandcloud program. The total brand trend from -11% to +9%*. Program ROI 288%.

*Kraft conducted an integrated assessment of the program looking a social data, A&U tracking, panel data, MMA analysis, and Shopper marketing analysis of program offer redemptions and sales impact.