Brands Leveraging Shoppable Media

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Household CPG Shoppable Media Case Studies

Two case studies highlight the recent use of shoppable media by household CPG brands that are similar to S.C. Johnson. Proctor & Gamble used an Instagram story that links to a retail website for their 3-in-1 Pantene Pro-V shampoo product in Turkey. Unilever has used shoppable media strategies on Facebook for their PONDS skin care products in the Philippines. More detail on these case studies is included below.

Case Study 1: Proctor & Gamble

1. The Company

  • Proctor & Gamble (P&G) is an American corporation that produces consumer household goods. These include fabric care, hair care, and grooming products. Like S.C. Johnson, P&G also produces a number of household cleaning products under brands like Mr. Clean, Tide, Cascade, and Febreze.

2. The Problem

  • P&G's Pantene Pro-V shampoo line was lacking appeal to younger consumers. The company especially wanted to raise awareness of their products among young female consumers in Turkey, and aimed to communicate the message "being strong is being beautiful" to this demographic.

3. The Solution

  • P&G chose to promote it's 3-in-1 Pantene Pro-V shampoo in an Instagram story (within the last two years). The story featured video footage that was re-formatted from an existing television advertisement. Included in the video were images of young women enjoying their hair as well as the images of the hair care products.
  • A swiping feature in the story invited viewers to "shop now" and provided a link that re-directed to an e-commerce site where they could purchase the shampoo. Screenshots of the Instagram story can be found here.

4. The Results

  • P&G's Instagram story advertisement resulted in a 16% increase in ad recall, a 6% increase in campaign awareness in their target audience, and a 5% increase in message association.

Case Study 2: Unilever

1. The Company

  • Unilever is a British and Dutch consumer packaged goods brand that produces food and drinks, personal care items, and water purifiers, among other goods. Like S.C. Johnson, Unilever produces a number of household cleaning products under brands like OMO, Cif, Surf, Jif, and Sunlight.

2. The Problem

  • Unilever's skin care brand PONDS enjoys global recognition, but is less well-known among younger consumers. Unilever wanted to ensure that PONDS continues to appeal to younger consumers in the Philippines and to position itself as a trendy beauty brand.

3. The Solution

  • Unilever created an in-stream video advertisement for Facebook using re-edited footage from an existing television advertisement. The video used a well-known local celebrity and was targeted at young women. It featured a "shop now" button that linked to a PONDS retail site and enabled viewers to buy the product within a few clicks.
  • See screenshots of the video in the attached file.

4. The Results

  • The PONDS advertisement created a 14% increase in incremental ad recall, a 9.2% increase in message recall, and a 1.2% increase in intent to purchase the item. The video also had an 83% completion rate.
  • As a result of this success, Unilever is planning to use this shoppable media strategy with 6 of its other brands.

Research Strategy

The research team worked to ensure that this research included CPG companies that are similar to S.C. Johnson. Companies were considered similar if they sold similar products to S.C. Johnson and if they were considered to be S.C. Johnson's competitors. Both P&G and Unilever have product lines that overlap with S.C. Johnson. For example, the S.C. Johnson brands Caldera and Method have beauty and grooming product lines that are similar to Unilever's PONDS brand and to P&G's Pantene Pro-V brand. Further, both Unilever and P&G are considered competitors of S.C. Johnson's.

Shoppable media was defined as any type of interactive media content that creates a direct opportunity for customers to buy a product in a few clicks. The "swipe up" feature in Instagram stories met that definition because it could lead to buying the product in 3-5 clicks or taps. Similarly, the "shop now" button on Facebook's in-stream video ads also allow a user to purchase a product in 3-5 clicks or taps.
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