ClickZ Household Newsletter - 10.24.2024

PLUS: Unilever hits double-digit growth in Europe with innovations like Persil Wonder Wash

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Sweeping Trends 🧹

Nestlé is undergoing a strategic reorganization to enhance its digital transformation and streamline decision-making processes. By restructuring its executive board, Nestlé aims to simplify operations and accelerate global initiatives. CEO Laurent Freixe emphasizes the importance of a leaner board to focus on consumers and innovation, driving market share growth. This reorganization includes merging North and Latin America into Zone Americas, led by Steve Presley, and integrating Greater China into Zone Asia, Oceania, and Africa under Remy Ejel. These changes reflect Nestlé's commitment to becoming a real-time, data-driven organization.

The company's digital transformation is underscored by a 9.7% increase in e-commerce sales, now comprising 18.5% of total sales. Leadership shifts include David Rennie succeeding Bernard Meunier in strategic business units, while Philipp Navratil joins the executive board to lead Nespresso. Anna Lenz will head HR, and Antonia Wanner will report directly to Freixe on sustainability. These moves are designed to bolster Nestlé's agility and responsiveness in a competitive market.

Nestlé's restructuring aligns with broader industry trends, as companies like Mars and Constellation Brands also appoint new leaders to drive digital and strategic growth. This wave of leadership changes highlights the critical need for agility and innovation in today's fast-paced consumer goods landscape, where digital transformation is paramount for sustained success.

Unilever

Unilever's European Home Care business is thriving, achieving double-digit growth by innovating to meet evolving consumer needs. Key innovations like Persil Wonder Wash and Domestos Power Foam cater to convenience and self-care trends. A transformed supply chain and strategic marketing, including leveraging TikTok, further drive success.

Surf

Surf's new campaign, led by MullenLowe, revitalizes the brand with a focus on scent and vibrant imagery. Aimed at attracting diverse generations, the campaign features a playful TV spot and extends across various media. This strategic move seeks to inject energy and excitement into the laundry detergent market.

Industry experts highlight key trends in consumer goods and retail, emphasizing the importance of cross-functional collaboration, ROI-focused investments, and data strategy alignment. Retail media's growth necessitates supply chain involvement, while nostalgia marketing and automation in promotion planning present new opportunities. Understanding these trends is crucial for future success.

Reynolds Consumer Products will release its Q3 2024 financial results on October 30, 2024. CEO Lance Mitchell and CFO Scott Huckins will host a webcast to discuss the results. Known for brands like Reynolds Wrap and Hefty, the company leads in U.S. household product market share.

Leading Voices 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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