It helps that Church & Dwight’s biggest brand—Arm & Hammer—is a value brand, and that 40% of the company’s sales are value brands, a much higher mix than competitors have.
Strong consumer response, including outperforming expected response benchmarks on Meta properties and TikTok, shows the ad “speaks to what the consumer needs,” she said.
The company has acquired seven brands in the past 20 years, including TheraBreath two years ago and Mighty Patch acne treatments last year.
“It takes a different muscle to be so good at M&A,” Pokhriyal said. And the brands Church & Dwight goes after tend to be “digitally savvy and native,” which means the rest of the company can learn from them.
Like other marketers, Church & Dwight is spending more on connected TV and retail media, and looking to take advantage of the convergence of the two in using retail data to help shape buys on CTV and outside retailer properties.
All of that is reshaping how both Church & Dwight and retailers work, Pokhriyal said.
“We have sales and marketing share objectives,” she said. “That’s a new way of thinking: How do we make sure that these silos go away, so we don’t get sort of nickeled and dimed for every single transaction we are doing with the retailer.”
from Digital Marketing Education https://ift.tt/HWuKaMO
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