Connecting awareness with outcomes
The discussion shifted to how brands deal with consumers being familiar with a brand but not knowing their product. Several panelists shared their common experiences in this area.
Collette Lee, senior director of consumer marketing at Abbott Cancer Diagnostics, said there’s a gap between the high brand awareness of Cologuard and the lower awareness of what it does for colon cancer screening.
“Being able to connect those two things in people’s minds, we have essentially expanded the channels,” Lee explained. “We use podcasting to tell the story, like why is this important, why do you have to do it, but then also maintaining that reach we have with CTV and TV.”
Attica Alexis Jaques, CMO, U.S. at Ancestry, said much of what she does for the brand is education.
“We put a lot of our marketing dollars in top-of-funnel but also middle-of-funnel as well, so that we can actually inspire, engage, and really start having conversations with our audiences,” she said.
Elsa de Guzman de Saint Nicolas, VP, marketing excellence at Reckitt, shared that her focus is to leverage distinctive brand assets in a very consistent way.
“We are very demanding with ourselves and our brands on what we stand for, and we never deviate from that,” she said. She does, however, adjust brand messaging to the platform or situation where they’re engaging with people. So, while Reckitt’s Dettol brand partners with nurse training institutes in Nigeria to educate about preventing infection at birth, in the U.K. and Europe, the brand partnered with Roblox to help kids understand the importance of killing germs.
Cushion said a lot of her clients are doing a good job of getting channels to work together. “There’s still work to do,” she admitted. “There’s inertia to overcome, and how we actually buy media in separate channels, but the ones that are getting it right see very positive effects.”
Featured Conversation Leaders
- Sara Brooks, Chief Growth Officer, BetterHelp
- Dani Cushion, CMO, Teads
- Elsa de Guzman de Saint Nicolas, VP, Marketing Excellence, Reckitt
- Attica Alexis Jaques, CMO, U.S., Ancestry
- Dave Kersey, Global Head of Media, SharkNinja
- Collette Lee, Senior Director of Consumer Marketing, Abbott Cancer Diagnostics
- Allison McDuffee, Global Head of Brand Insights and Measurement, Roblox
- Alison Payne, CMO, HEINEKEN
- Jem Ripley, CEO, Publicis Digital Experience
- Mark Stenberg, Senior Media Reporter, ADWEEK
