2020 results have driven strong product sales in 2021 for Hershey’s retailers, consistent with industry expectations for a major rebound in trick-or-treating in 2021. Hershey’s continues to leverage Google search data as it executes its Halloween 2021 media plan.
“By leveraging the power of both first-party and third-party data, we can use insights to understand what’s most important to our consumers right now and build the organizational muscle to be prepared even in uncertain times,” Chappell says.
The beauty industry has been significantly impacted during ig database the pandemic due to quarantines, salon closures, mask wearing, and a general lack of social interaction.
Subcategories like skincare and hair color flourished in 2020 as consumers ditched the salon for at-home treatments. Makeup, on the other hand, was relegated to video meetings and sometimes eliminated from the daily routine as people masked up and worked from home.
But during the first quarter of 2021, L'Oréal noticed renewed demand for makeup. The company used Google Search data to monitor category shifts and understand when and where there would be demand for key makeup products.
The data revealed that restrictions and safety guidelines were correlated with searches for makeup products; areas where restrictions were relaxed also saw an increase in searches. This insight allowed L’Oréal to strategically plan its marketing efforts across a variety of media platforms during the first half of the year.
“ Data is key to ensuring we are responding to consumer needs and creating personalized experiences so they feel engaged and interested in our products ,” says Shenan Reed, SVP and Head of Media for L’Oréal USA.
As the holiday season approached, L’Oréal took a hard look at how the pandemic impacted not only the “what” of beauty marketing, but also the “where.” With YouTube viewership shifting to connected TV (CTV) devices, L’Oréal increased its visibility on the TV screen. In doing so, it was able to drive higher brand lift on CTV than with multi-device marketing.
L’Oréal is also turning to the power of automation within search to segment and personalize communication with consumers during the holidays. While a customer who is ready to purchase may receive a message guiding them to a specific retailer, a customer in an exploratory stage may have the opportunity to discover and engage through virtual try-ons or other digital experiences to help them find their perfect shades.
" During the holiday shopping season, we'll be closely monitoring our campaigns across all platforms to adapt to any changes or capture unexpected opportunities. Automation helps us make informed, real-time decisions to do so ," Reed says.