ClickZ Household Newsletter - 10.10.2024

PLUS: Explore Conagra's recovery & Blueair's innovative purifier.

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 8 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed Ad Week 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Sweeping Trends 🧹

Cleanipedia, launched in 2013, has adeptly tapped into Gen Z's burgeoning spending power by leveraging platforms like TikTok and Instagram. Initially a website offering scientifically grounded cleaning advice, Cleanipedia has expanded its reach to engage younger audiences with its Home Care brands, including Dirt Is Good, Cif, Domestos, Sunlight, and Comfort. This strategic pivot addresses a historically underserved demographic in the cleaning sector, as Gen Z is poised to become the world's highest-paid spending group in the coming decade. Notably, over a third of Gen Z derives cleaning tips from TikTok, where Cleanipedia has amassed a significant following.

The platform's success on TikTok is evident, with Cleanipedia's content contributing to a 2.4 billion global viewership and a third increase in traffic since 2023. This engagement translates into consumer behavior, as over half of TikTok users have purchased household products after exposure on the platform, with a substantial portion being unplanned buys. Cleanipedia's involvement in TikTok's CleanTok community, which boasts nearly 150 billion views, underscores its influence and authority in the space.

By collaborating with a diverse range of influencers, Cleanipedia fosters authentic conversations and boosts sales. For instance, a trend initiated by "cleanfluencers" using Cif Cream Cleaner led to a 38% increase in purchases among UK adults under 28. This approach has solidified Cleanipedia's position as a leading authority in the digital cleaning advice landscape.

Conagra faced a rare earnings miss due to a manufacturing disruption at its Hebrew National plant, impacting sales and volumes. Despite setbacks, there are signs of recovery in frozen foods and snacks categories. Management remains optimistic, reiterating FY25 guidance, but macroeconomic challenges continue to concern investors.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

Household Essentials 🛋️

Blueair introduces the ComfortPure 3-in-1 Air Purifier, combining heating, cooling, and purification for year-round comfort. With HEPASilent technology, it removes 99.97% of airborne particles. Its sleek design and user-friendly controls, including app integration, make it a versatile addition to any home environment.

Simonton windows, known for quality and innovation, have earned the Good Housekeeping Seal, confirming their excellence in energy efficiency and safety. This recognition assures homeowners of a wise investment, backed by warranties. Simonton continues to lead in providing durable, stylish, and secure window solutions for modern homes.

The American Cleaning Institute's 2024 Sustainability Report highlights the cleaning industry's commitment to sustainability. Key initiatives include using sustainable feedstocks, reducing emissions, and improving packaging circularity. The report emphasizes innovation, collaboration, and transparency, with many members aligning with global climate goals and promoting eco-friendly practices like cold-water washing.

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

ClickZ is a Contentive publication in the DTC Ecommerce division