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The CPG Guys
Growth Oriented Brand Marketing with Kimberly-Clark's Luke Kigel
Aug 8, 2024
Luke Kigel, VP of digital marketing & consumer experiences at Kimberly-Clark, shares insights from his diverse background with brands like J&J and Walgreens. He discusses how modern marketing must adapt to digitally influenced consumers. Luke emphasizes the importance of full funnel marketing and shares what makes a successful campaign. He also dives into the evolving world of retail media, the role of innovation in marketing, and how strong internal relationships drive effective consumer engagement strategies.
43:59
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Quick takeaways
- Innovative advertising solutions like recipe-based ads enhance consumer engagement and foster brand discovery beyond traditional placements.
- Target's denim take-back initiative highlights a commitment to sustainability by encouraging recycling in exchange for discounts, addressing consumer engagement.
Deep dives
Instacart's New Advertising Solutions
Instacart has introduced innovative advertising solutions aimed at enhancing consumer discovery and brand engagement on its platform. These new tools allow advertisers to reach consumers beyond traditional in-aisle placements by incorporating recipes and visual ad units that inspire shoppers with meal ideas. For example, when shopping for chicken, a consumer could discover a recipe for chicken pot pie, showcasing branded ingredients like pastry dough. This approach not only promotes brand discovery but also facilitates strategic product pairings, enabling consumers to easily build their shopping baskets with complementary items.
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