About The Campaign
Kraft Foods, one of the world’s largest confectionery, food, and beverage companies, was looking for a way to increase awareness for Delissio Pizza, its bake-at-home pizza line, and effectively communicate its quality, taste, and convenience.

Firefly was selected for the campaign because of its:

• Brand-safe network of over 2,000 high-quality sites
• Innovative and customizable high share-of-voice video ad units
• Previous success with other Kraft products and campaigns

• Raise awareness for Delissio Pizza by getting users to engage with full-page video ads
• Although landing page visits were important, user engagement and its impact on in-store purchase consideration was the primary campaign goal.

• Implemented Firefly Video across a brand-safe network of 2,000+ sites. Firefly Video can run from any Java Script-enabled IAB unit, which brought massive, high-quality reach to Kraft’s campaign.
• Video teaser units invited users to hover or click to view, which launched a full page video overlay that grayed out all other page content and captured 100% user engagement.
• The campaign was optimized to user engagements and video views, and Kraft paid only for users who launched the full-page video unit, in effect receiving thousands of free impressions.

• Firefly Video performed over 6x better when compared to a previous campaign utilizing targeted rich media banner ads.
• Generated almost 60,000 video views in 5 weeks – an average of almost 12,000 video views a week.