Consumer Packaged Goods
From building brands to launching new products, making connections between online behavior and offline sales is critical to CPG.
Studies
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Marketing Mix Evaluation for Cadbury
How can you make chocolate seem even more irresistible? A media mix study conducted with Gfk found the optimal combination to get people's mouths talking and watering:
- Online channels had an impressive total reach of 30.8%
- Online provided ...
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Understanding the ROI of Gillette's Multimedia Campaign
Gillette and Google worked together to understand the return on marketing investment of the Gillette Future Champions campaign.
Key findings:
- YouTube delivers 6% incremental net reach over TV.
- YouTube is highly effective in delivering against brand KPIs.
- Used together, YouTube ...
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Inside Look at the Beauty Boomer
As the boomer generation approaches 65, are they seeking ways to look younger or feel healthier? This study of Beauty Boomer decision makers discovered:
- The Web is their top source for purchase decisions
- 63 percent have turned to online search ...
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Geo-Targeted Search & Display Ads Drive Cereal Sales
What's the best way for a simple online text ad to get customers walking into a brick-and-mortar store? This study with SymphonyIRI found:
- All test markets that implemented search and display showed lifts from +2.2% to +4.7 ...
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From Online Display to Quaker In-Store Sales
How successful was Quaker's "Quaker Talk" display campaign? We measured the offline impact with Nielsen and found:
- Households exposed to the campaign on YouTube and the Google Display Network purchased +9% more units of Quaker Instant Oatmeal and -8 ...
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Paid Search Drives Offline Sales for Food
Does paid search help drive people to stores, even for a category like food? We tested the offline impact of paid search on four brands and found:
- An average of 3.1% lift in offline sales when maximizing paid search ...
Preview the Study Download: PDF , PPT
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Value of Search for CPG New Product Launches
How do you maximize the impact of a new CPG product launch? A Compete study found:
- As consumers become aware of products post launch, rely on search engines to help them find new product pages
- 1 in 3 searchers discovered ...
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What Makes Moms Click for CPG
Feeding your kids is important. So how are moms using search to aid in the grocery shopping process? This study in partnership with OTX and BabyCenter dug deeper to find:
- 76% of moms turn to community recipe sites when they ...
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Videos
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Social & Digital
Case Study
Social & Digital
Seth Sternberg, CEO of Meebo, believes that social mixed with digital produces an awesome interaction between paid and earned media. Hershey's ran a great program where users designed a Hershey's kiss to send to their friends. Hershey's drove awareness of ...
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Global Targeting
Interview
Global Targeting
Werner Domittner, Global Head of Customer Marketing at Diageo, is excited about the marketing opportunities made available through better targeting of groups, especially the emerging middle class in Eastern Europe, Asia/Pacific, and Latin America.
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Proctor & Gamble
Case Study
Proctor & Gamble
Werner Domittner,, Global Head of Customer Marketing at Diageo, admired the Procter & Gamble "moms" ad campaign during the Olympics that featured ten or twelve different P&G brands.
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Using Mobile
Interview
Using Mobile
Mark Addicks, SVP & CMO of General Mills, describes using mobile for incentives, location-based coupons, updates, and long-form messages. In addition, customers use mobile for internet research on products and recipes. A better understanding of consumer behavior around mobile is ...
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Social Media, Strategic Thinking
Interview
Social Media, Strategic Thinking
Mark Addicks, SVP & CMO of General Mills, explains that social has been one of the key drivers of the new marketing environment. Knowing what role a product plays in people's lives helps a brand develop and market products to ...
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Agility
Interview
Agility
Mark Addicks, SVP & CMO of General Mills, explains that new marketing necessitates agility because of the shift from mass "push" marketing to marketing based on relevance.
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Relationship with Consumers
Interview
Relationship with Consumers
Mark Addicks discusses how digital has intensified the relationship with consumers by opening up two-way communication. Digital allows brands to play a role in consumers' lives through apps, direct email, and social networks.
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Search Zero Moment
Interview
Search Zero Moment
Mark Addicks, SVP & CMO of General Mills, describes General Mills' attempts to impact the pre-shopping "zero moment of truth." Search is important to get into consideration.
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Brand DNA
Case Study
Brand DNA
Kevin George, SVP and Global CMO of Beam Global Spirits and Wine, explains that if you can identify what a brand is about and what problem it is solving, and you know how to communicate that in a message, the ...
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Understanding Consumers Digitally
Case Study
Understanding Consumers Digitally
Kevin George, SVP and Global CMO of Beam Global Spirits and Wine, discusses using technology to understand consumers. Online panels of bartenders provide resources for understanding changing customer tastes and trends. Social media allows brands to instantly monitor audience reaction ...
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Customer Experience
Interview
Customer Experience
Kevin George, SVP and Global CMO of Beam Global Spirits and Wine, describes the changing face of marketing as focused on the customer experience. Understanding the customer experience helps a marketer choose appropriate touch-points. Don't let technology drive the strategy; ...
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Personalize Digital
Interview
Personalize Digital
A. G. Lafley, Retired Chairman of Procter & Gamble, believes that digital is effective because of the personal nature of the conversation. Digital facilitates third-party endorsement of products, processes, and services.