Delta Faucet “is an old tried-and-true brand that lost its connection with the younger generation,” Frick said. “We were much further behind three to five years ago, and we’re seeing a payoff from doing a lot of this work working with consumers directly.”
Delta Faucet is not alone in its desire to directly engage with its potential customers through content: Kraft, Mondelez, Intel and Microsoft are other OneSpot clients.
OneSpot CEO Steve Sachs said the company started developing this product expansion a year ago after realizing that brands wanted to coordinate communication not just across paid media, but also on their own sites and email newsletters.
“As we were talking with clients, we realized that content sequencing through the ad channel was helpful to them, but ultimately they didn’t really care about whether their content was being seen by people in the ad channel, on their own sites, social or email,” Sachs said.
Delta Faucet, which has used the OneSpot Content Sequencing platform for paid media before, plans to use the vendor again to remarket content. It will extend that strategy into email early next year, Frick said.
“We want to continually provide [consumers] with relevant content across the full life cycle.”