Cadbury Continues to Raise Eyebrows!

Friday, May 29, 2009

Once again a CPG company is raising the bar (and yes, eyebrows) with another video hit. Hopefully you've seen Cadbury Dairy Milk Eyebrow video.



Below is a graph from Google Trends showing search volume for both videos. (Gorilla in Red, Eyebrows in Blue) While Eyebrows has not yet reached the viral impact that the Cadbury Gorilla had in 2007,Eyebrows does have 5 Million views so far, and more and more parodies and remixes are showing up every week.




Gorilla continues to live on through remixes, as Cadbury slides over and lets the consumers steer the brand for a little while. Here are a few Gorilla remixes from fans featuring The Fray, Nirvana, Cameo's Word Up and Radiohead, as well as a remix with Total Eclipse of the Heart! and Wilson Phillips!

It's great to see CPG brands pushing fun and highly entertaining content, not to mention allowing the consumers to share their own creativity back with the world. Does it sell more chocolate? Staying top of mind and allowing others to build on to a super creative and entertaining video must have a positive branding effect.


Posted By Rich Godwin, Manager of Sales CPG West

Analytics Webinar with Avinash Kaushik

Thursday, May 21, 2009

Little Changes, Large Results: 5 Things Marketers Can Do Now

In today's tough economic climate, it's increasing important for marketers to utilize resources effectively - in particular, media dollars - in order to maximize ROI.  But often times, marketers overlook what's immediately achievable.

A few weeks ago, Google Analytics Evangelist, Avinash Kaushik, led a discussion on the 'Top 5 Things Marketers Can Do Now" in order to maximize ROI. We realize some of you may have missed the opportunity to hear Avinash speak, but may still be interested in the tips he was able to provide.  As such, we've posted a recording of his talk onto the Google Brand Channel on YouTube, which you can access here.

After viewing this recording, you'll learn how to immediately implement Avinash's tips for using data-driven insights to guide your marketing message and media strategies.  You'll walk away knowing how to improve marketing efficiency, drive insights into consumer behavior, and generate greater returns on your marketing investments.

4 Best Practices for Consumer Packaged Good Marketers Targeting U.S. Hispanics Online

Wednesday, May 20, 2009

Trend data from one of Google's Internal tools shows how search impressions on Hispanic consumer packaged good related keywords have been on the rise. 

US Hispanics Search 

Impressions

The above trend lines are a reflection of the consumer search behavior behind US Hispanics, a demographic that is highly attractive to many advertisers due to their expected growth and predicted purchasing power. 

Often, marketers find it challenging to develop media campaigns because they are unsure as to whether or not their targets are bi-lingual or Spanish speaking, and whether they search in English, Spanish or both.  We have seen multiple research studies that suggest different preferences, and we think that factors such as the consumer's age, gender, and acculturation play int the  overall preference.  As such, our first best practice for marketers who are trying to target US Hispanics is:

1.  Create search campaigns that include keywords buys and ad copy in both English and

 Spanish - After an initial test period, optimize and see which words and ads are working best.  It is much easier to start broadly and then prune away what doesn't work, and it is far too risky to leave out an entire audience.

Recently, Scarborough Research's "The Power of the Hispanic Consumer Online " report identified 13 local markets with an above-average concentration of Hispanic adults and examined their internet patterns. They noted that in Phoenix, AZ, Hispanic internet access has grown 43% since 2004, the highest of any Hispanic market.  On the flip-side, Hispanic Internet access grew only 4% in San Francisco.  CPG marketers looking to make a large impact with product launches in specific markets should implement best practice number two: 

2.  Geo-Target your search campaigns - heavy up in the strategic DMAs to help drive traffic into stores that matter.

Scarborough's Research has also found that Hispanics are more likely than other cellular users to utilize many cellular features, including internet access and email.  Hispanics are highly dependent on their cell phones to stay closely connected with family, friends and the latest trends.  Quite easily, CPG marketers can ensure their ads reach Hispanics when they are on the move with best practice three:

3.  Extend your search campaigns to Mobile Search

Finally, if a consumer is already searching in Spanish and is compelled to click on a Spanish search ad, chances are that the consumer has an expectation to land on a Spanish section of a brand's website.  Whenever possible, CPG marketers should remember:

4.  Ensure click through to an appropriate landing page - start and end a transaction in the same language to maintain a positive experience for the user.

We hope the best practices

presented above can help jump start your U.S. Hispanic campaigns.  Keep in mind that the interactive marketplace for this audience is still nascent.  Brands that are first-movers within this space could lay the groundwork for creating greater opportunities for lifetime brand loyalty.

Posted by Jenny Liu, Industry Marketing Manager, CPG