Kraft Foods’ (NYSE:KFT) official Facebook (NASDAQ:FB) page boasts more than 1 million likes. That’s pretty phenomenal considering that it had far fewer fans at the start of the year.

Kraft successfully harnessed the power of social media through a series of creative initiatives that engaged its target audience.

“We just feel that these social programs really help our brand stay very relevant in consumers’ minds,” Rupal Patel, senior associate brand manager with Kraft Macaroni & Cheese, told Ragan’s PR Daily.

Here’s a look at a few of those initiatives that brought in the fans.

Macsurance: This comically clever ad campaign centered around an “insurance policy” for Mac & Cheese in case it is stolen by a loved one. Kraft also launched a Facebook app especially for the campaign. Macsurance alone boosted Facebook ‘likes’ by 25%.

Golden Voice of Love: Kraft also relied heavily on YouTube and Twitter when it launched the Golden Voice of Love campaign focused on Ted Williams, the formerly homeless man who now does voice-overs for Kraft commercials. Along with giving its Twitter followers a chance to win their own special song dedication recorded by Williams, the brand donated about 100,000 boxes of Mac & Cheese to charity.

Old Birds, New Tweets: The brand celebrated its 75th anniversary in April by handing the reins of its Twitter and Facebook accounts to two women who have been around longer than the brand. Frankie and Dottie became instant fan favorites.

Likeapella: Also in April, Kraft posted this mysterious update on its Facebook page: “‘LIKE’ this post, and you never know what may happen.”  About 4,600 people obeyed the command and were rewarded with a seven-minute musical video that included each name.

Krafts’ internal marketing and public relations team worked with the agency Crispin Porter + Bogusky to launch these and other social media initiatives.