Home  › Social › Social Media
pepto

Pepto Says Big Shift From TV to Digital Increased Sales

  |  April 26, 2011   |  Comments

Cinco de Mayo campaign underscores how the brand's ad spend is now driven by online.

peptoNot long ago, 90 percent of Pepto-Bismol's ad budget was geared towards TV. Now, that percentage is down to 10, the Procter & Gamble brand says, with the majority of the dollars being swung towards digital campaigns.

Kristin Stutz, assistant brand manager for Pepto, spoke with ClickZ about how the shift has lifted retail sales for the stomach remedy product. During the past year for food-and-fun events like the NCAA Final Four, Thanksgiving, and July 4th, her brand has focused online, with YouTube and Facebook advertising leading the way. And it's doing the same for the upcoming Cinco de Mayo holiday.

"The piece we ultimately want to see is an increase in our sales during these time periods," Stutz said. During those previous occasions, she said, "We saw a bump of eight to 10 percent for our sales."

On Monday, Pepto launched a video gadget called "Piñata Smash" on its YouTube channel that lets viewers fill a virtual piñata with items like salsa, guacamole, and chips. Co-developed by creative agency Publicis and digital agency Possible Worldwide, the gadget allows users to create various videos where fun-oriented piñata-gashing activities ensue. The videos, roughly around :30, end with the message: "If you over Fiesta, Pepto has you covered."

This Sunday, a YouTube homepage takeover buy will utilize videos created with the gadget. On May 4, display ads featuring actress Busy Phillips, star of ABC's "Cougar Town," will appear on sites like Evite.com. They'll link to a :28 video dubbed "Busy's Boy Toy" (see below).

"We are running media on invitation sites and also general content networks," Stutz said. "We want to align ourselves with humorous content for Cinco de Mayo."

Facebook video ads will appear on users' newsfeed pages leading up to the May 5 event. "They will feature our favorite 'Piñata Smash' videos," the brand manager explained.

The YouTube videos will also be distributed via the earned media of Pepto's Facebook page (98,000 "likes") and Twitter account (500 followers). Facebook wall post optimization, Stutz said, has become an increasingly important practice for her marketing team.

"When we send out a post on our wall, we track every single one to see how many people are 'liking' it," she said.

It's really all about sales, though, for the 175-year-old multinational company from Cincinnati. "The ultimate end goal measure is to ensure that our activities are building the business," Stutz said.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...