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Explore how Unilever’s “Acne Squad” journey from launch to triumph was rooted by a ROI focussed strategy since day 1 meticulously planned and executed by ETML
Acne Squad, a comprehensive skincare solution for all acne stages, aimed to achieve predictable month-on-month sales growth rather than just generating awareness. With no historical digital footprints and entering a new category, the brand needed to build trust and drive conversions through robust digital marketing and authentic communication. ETML’s holistic approach balanced branding and performance, resulting in a 17X increase in brand search volume, over 2X monthly ROAS on paid channels, and a 16X increase in revenue from Q1 to Q4, demonstrating their effectiveness in launching Acne Squad as a successful digital-first brand.
Major highlights include :
-Full funnel approach
-Creative signals for identifying right audience
-Data and dashboards for real time insights
-First Party Data Activation
Click here to read their case study in detail
1. INDUSTRY BUZZ:
Ecommerce major Flipkart launches Flipkart IRIS, an insights platform for brands
Flipkart has launched Flipkart IRIS (Insights and Research Intelligence System) to provide brands with detailed customer behavior insights and actionable intelligence. This platform helps brands make data-driven decisions to improve conversion rates, sales, and overall performance. It aims to uncover growth opportunities, optimize marketing campaigns, and measure brand health.
Google Marketing Live 2024: Everything you need to know
Google Marketing Live 2024 showcased AI-driven advancements like Google PMax for rapid creative production, immersive Shopping Ads with virtual features, and visual storytelling enhancements. New ad formats, including AI-generated overview box ads and AI-powered ads for tailored recommendations, aim to boost user engagement. Additionally, the availability of Ads Data Manager and brand tools empowers marketers to centralize data and create compelling brand profiles for personalized advertising experiences.
VC funds take a new shine to new gen’s D2C brands
VC funds are increasingly investing in D2C brands targeting the new generation, signaling a growing trend in the retail industry. These D2C brands are leveraging digital platforms and social media to reach younger consumers and disrupt traditional retail models. Investors are drawn to the agility and scalability of these brands, as well as their ability to quickly adapt to changing consumer preferences. With the rise of e-commerce and digital marketing, brands are reshaping the retail landscape and attracting significant attention from venture capitalists seeking promising investment opportunities.
WhatsApp might be able to generate images quickly using Meta AI, new update in the works
Before AI tools became widespread, image generation was limited to skilled designers. Now, tools like Midjourney, Microsoft Copilot, and Google Gemini allow anyone to create images easily. WhatsApp is reportedly developing a new feature to further simplify this process, according to WA Beta Info. The feature will add a shortcut in the chat attachment sheet, enabling users to generate AI-powered images quickly without switching to the Meta AI chat. This update will use Meta AI, capable of complex reasoning and visualizing concepts, making image creation more accessible and efficient.
2. ETML SPEAKS:
We tried controlling the “Branding KPIs” for a leading D2C brand and this is what happened!
In the evolving advertising landscape, the pursuit of cost efficiency persists, driving advertisers to innovate in campaign optimization to enhance engagement and maximize RoI. Traditional branding campaigns often prioritize metrics like video views or impressions, which lack meaningful engagement or qualified sessions. A paradigm shift proposes prioritizing qualified sessions over conventional metrics, leading to promising improvements in cost per session, per qualified session, and session duration. However, this revised approach had a major drawback. Read the article to learn more.
D2C marketing myopia: How narrow focus on discounts can undermine brand value
D2C brands often face ongoing challenges in the online sales world where competition is fierce. Many brands rely on sales and discounts to boost sales and attract new customers. While these tactics can lead to short-term gains, overly relying on them can harm a brand’s long-term reputation and value. With the rise of e-commerce platforms, brands must constantly find ways to stand out and draw in customers. However, an excessive focus on discounts may not always lead to sustained growth. Click here to read more.
3. DATA & ANALYTICS:
How to create and configure custom dimensions in GA4
Custom dimensions in GA4 allow for personalized data analysis by describing attributes of the data, such as source/medium or event names. Events and event parameters are key concepts in GA4, with automatically collected parameters and custom parameters enabling detailed data collection. Custom dimensions, categorized into user-scoped, event-scoped, and item-scoped, provide flexibility in data analysis. It’s important to check if desired data attributes are already covered by automatic events or enhanced measurement events before creating custom dimensions.
Google’s first-party data unification Ads Data Manager available to all
Google has launched its Ads Data Manager tool, aimed at helping advertisers consolidate and activate first-party data for more effective AI-driven campaigns. This tool simplifies the process of unifying disparate data sources into a single analytics hub, facilitating personalized advertising strategies. With AI’s increasing importance in advertising, data quality becomes crucial for optimal campaign performance. The tool offers capabilities like combining online and offline data, audience analysis, and campaign performance measurement, underscoring Google’s commitment to enhancing advertisers’ targeting and optimization capabilities.
4. GROWTH STACK:
3 questions on video culture answered by YouTube’s expert on trends
This article highlights the importance of understanding YouTube’s latest trends for video marketers. Trends include the popularity of diverse content topics, conversational video formats, and virtual creators. Short-form content remains significant, with wide appeal and increased consumption, especially among Gen Z. Allocca emphasizes the importance of considering short-form content as a conversation and encourages experimentation. Successful creators on YouTube use multiple formats tailored to their audience’s interests, focusing on originality and creativity to engage viewers effectively.
Embarking on your Google search journey? Simplify your approach with Smart Search campaigns
Google Smart Search campaigns empower small businesses with user-friendly solutions tailored for various objectives like generating calls, driving foot traffic, or increasing website interactions. These campaigns utilize advanced technology to showcase ads across Google platforms such as Search, Maps, Gmail, and YouTube. Setting up is streamlined, involving budget allocation, defining target demographics, locations, and keywords. Minimal ongoing management is needed, and businesses pay only for clicks received, ensuring cost-efficiency.
