MROC Case Study - Kraft "My BevLab" Research Community
Overview & Objectives
Kraft's Capri Sun and Kool-Aid brands had reams of survey data on beverage consumption among kids, but still struggled to get a true understanding of what their target segments were like and how their tastes were evolving over time.
MROC Approach
PluggedIN and youth consultants JustKid Inc. worked together with Kraft to build a highly customized research experience for kids that would help keep kids engaged in the research process, while providing continuous access to insights for Kraft. Navigating the tricky waters of COPPA regulations and general research industry guidelines for researching youth audiences, we built a custom research community complete with games, fun profile pages and polls. The community experience ensured the site was "sticky" and encouraged repeat visits, while still providing value data on an ongoing basis.
Results
At over 18 months running and still going, the BevLab continues to provide Kraft with a unique perspective on the targeted youth audience. Frequent testing of new ad campaigns has provided additional value for Kraft above the initial expectations for the community.