Take a time-tested holiday tradition, the community Cookie Exchange, and re-invent it in an interactive form supported across multiple channels. The holiday issue of what’s cooking was the primary acquisition tool, including a survey while demonstrating membership benefits. Members are encouraged to share cookie recipes and invite non-members to participate by signing up to join. Members received a beautiful 2004 recipe calendar with their magazine, which featured a double-page spread launching the Cookie Exchange. Consumers were encouraged to visit the kraftcanada.com/cookies micro site for recipes, baking tips, and interactive functionalities that help them plan a cookie exchange and customise their e-invite.

The Holiday 03 campaign was tremendous success, exceeding the campaign sign-up target by 72%. Referrals accounted for 40% of the total campaign sign-ups. That’s 77% more sign-ups than any previous referral campaigns. This proves that fostering deeper relationships with consumers builds loyalty while supplying credible advocates for the brand and the programme. The Cookie Exchange micro site generated 165% more visits than previous seasonally-themed micro sites. The site successfully involved and engaged visitors, generating the second stickiness or highest number of pages viewed of all kraftcanada.com sections. Additionally, 21% of all members referred the site to a friend.