Playtex spends online media budget cautiously
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| Source: facebook.com/Playtex/ |
When we talk about online ads, some benefits usually comes up from our mind. Online ads are better targeting, easy to track, and cost efficient. Though media spend on digital platform sometimes is not the largest portion of media budget, we still want to spend those money very smart and effectively.
Playtex, a company with wide range of product portfolio and long history. Their bras are famous about all the functional benefits. Compared to other bra brands, which also sold on hanes.com, playtex has the highest customer loytalty. Therefore, their online media spending is relatively preciser and focuses on retain their customers.
Google Ad Words
In their SEM(Search engine marketing) strategy, instead of buying just "bra" as a very broad key word, Playtex picks the relevant key words combination.
"Playtex+bra" directly helps those users who already have the brand name in thier mind.
"bra+18 hours" key words combination helps those users who know or hear about their signature collection but probably don't remember the brand name.
"support+bra" key words combination aims those suers who seek to find high performance bra.
Retargeting on social media
Playtex also retargets those users who leave their website without finishing transection. After I visit Playtex website, I receive sponsored content on Facebook. It makes the exploring journey switches from official website to social media platform. On social media, Playtex provides videos as content in order to meet user's behavior in social context. Video is entertaining but also informative. It well communicates what Playtex stands for.
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| http://www.facebook.com/Playtex/videos/vb.120177481327977/1062715873740795/?type=2&theater |
Partnership with influencer
As a bra brand, whose products need to communicate more than aesthetics, Playtex also partnerships with blogger, the curvy life. They invited her not only writing review but also giving away free bras to her readers in order to reach more potential customers. This is a typically way to engage female consumers.
Playtex's online ads strategy plays safe but right to the point.
We can tell from all these observations that Playtex puts more focus on their conversion rate when they spend their marketing budget. Instead of widely targeting by demographics, they rather target those people who actually take actions and at least show interest on their products. I assume that probably Playtex position themselves on a niche market so they are not as aggressive as main stream lingerie brands in terms of ads exposure. After all, every dollars we spend on marketing are all expected to become returns as revenue.
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