While traditional TV remains the greatest storytelling medium, the CPG brand, like MINI, is evaluating ways digital can support awareness campaigns. One-third of Colgate’s TV budget in China is now dedicated to online video, which supports that notion, but Haber said the brand does not prioritize the channel over the creative.
“There’s so much conversation about data and technology, but what are we actually delivering?” he asked. “What’s the point of knowing you were exposed to my ad if [the message that’s] delivered to me doesn’t move me?”
Despite its emphasis on the creative and building an emotional attachment with moms who may buy Colgate toothpaste monthly for their children, Colgate’s Haber said last-touch attribution remains a challenge for the brand. In some ways, Colgate has an easier time marketing in non-US markets because TV is still the single dominant medium.
In the US, digital video, social media and mobile are arguably in the beginning stages of trumping traditional TV, and the brand has morphed its investments accordingly. While Haber fondly referenced 1950s variety show “The Colgate Comedy Hour,” he acknowledged content creation was not the brand’s specialty, selling toothpaste was.
Contrast that with MINI, which has a program called “MINI as Media,” which in part crowdsources customer content for use in videos, campaign creative and other assets.
In spite of content distribution partnerships with traditional and new media publishers Hearst Men’s Group and BuzzFeed, “with digital, it’s still hard to get great content out there and get seen,” Nadler admitted.