With digital media on the upswing, CPG brands have an opportunity to revamp their marketing strategies. A McKinsey & Co study found that although 53 percent of senior CPG leaders consider digital technologies to be a priority, only 29 percent have a plan to put this into action. Whether they realize it or not, many CPG marketers already have the assets and tools to create digital campaigns–they just need a bit more vision behind the execution.
The study also noted CPG leaders don’t use 75 percent of the data that they capture. This is where they are undermining extremely profitable material. Marketers should use data about their consumers and partner it with real-time information, such as their product preferences or their climate conditions, to make their messages more effective for a specific audience.
Some brands are already personalizing their ad content in innovative ways, proving that addressing individual needs is a key factor to video marketing success. Let’s take a look at a few of these CPG brands who have used real-time data to create relevance with their target audience and ultimately produced more sales.
Snickers “Hungerithm” Campaign
Snickers took emotional eating to a whole new level with their Australia-based “Hungerithm” campaign. The brand created an algorithm that altered the price of a Snickers bar depending on the mood of the consumer. They were able to monitor about 14,000 posts a day and lower the price of a Snickers bar at 7-Eleven locations based on the general tone of the Internet. For example, if people were tweeting a lot of angry comments with emojis, the company website would announce a 50 cent drop in the price.
Why This Works
Even though this isn’t a video execution, this campaign shows that marketers can incorporate real-time data in new and creative ways. The concept is in line with Snickers’ “You’re Not You When You’re Hungry” motto, encouraging people to eat Snickers when they’re feeling a little low. Because the campaign uses real-time data, it appeals to the consumer at the perfect time (offering the lowest price for a Snickers bar when a person needs it the most). It also monitors real-world events, which makes the ad extremely relevant to just about any group of consumers.
Pantene Weather Campaign
Pantene partnered with Eyeview to create hyper-local, weather-specific promotions for their hair-care products. The team ran a campaign that showcased different products based on the real-time weather of the viewer’s location, so the product they were seeing would help them with their hair-care needs for that day. For example, when the forecast called for rain in New York, viewers saw a video ad for Smooth & Sleek Finishing Conditioner, a product that is helpful in humid weather. Using Eyeview’s audience amplifier, we identified an incremental buying audience to effectively reach the right people.
Why This Works
Pantene knew that people feel good when their hair looks good and that weather could be a huge factor in throwing that off. They wanted consumers to know that they were available for all weather-related hair-care needs. Bringing in real-time data for each specific viewer based on their current location and weather conditions showed consumers that Pantene understood the pain points of their consumers and their products were the solution in any weather condition.
Campbell’s “SoupTube” Campaign
Campbell’s developed a personalized video campaign in Australia, using a Google tool to track what users were searching and viewing on YouTube. They were able to personalize 1,700 ads based on those searches and show users messages within the video ad that aligned with what they were searching. Beyonce fans who avidly searched for the “Single Ladies” video saw a Campbell’s ad asking, “Dinner for One?”, while other users looking for “Orange Is the New Black” were served ads with cheeky copy about prison food.
Why This Works
Campbell’s left no room to take chances. The ad campaign ensured that whoever was watching their ad related to the specific video they saw. It was a huge success–Campbell’s saw a 55.6 percent increase in soup sales during the extremely hot summer months of Australia, where soup sales are typically low, which shows the power of personalized video advertising. The company made sure that every ad they served had an interesting message for the consumer, and they increased the probability of a viewer being interested in their product because of the ad. The level of personalization itself was minimal as it was only limited to text, but it provided an opportunity for the brand to connect with consumers in a new way.
Video has always been a powerful tool for CPG marketers, but by pairing personalization features with sight, sound and motion, marketers can create ads that truly resonate with their target audiences. Using personalization within a CPG marketing strategy allows brands to create real connections and incite action from their audience.