Why Data Targeting Was a Natural Fit for Cotton Marketers
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The trade group that markets products made with cotton wanted to get the message of the fiber’s breathability and quality closer to where consumers were actually shopping. Cotton is “an ingredient brand,” said Jill Orsini, advertising director at Cotton Inc., meaning its marketing efforts are “brand agnostic.” So, while the organization wanted to remind people that they should buy products made from cotton, only looking for audiences that viewed certain product categories, or items with particular brand names, did not suffice.
Working with Bazaarvoice, Cotton Inc. determined whether people were in the market to buy products such as bath towels or denim jeans containing cotton by using SKU-level description data showing when items list cotton in their materials listings. When the not-for-profit served those audiences ads promoting the benefits of cotton over synthetics, it found the approach may have helped boost sales of items made with its ingredient.
The campaign also inspired an idea to use the results to convince brands and retailers to tout cotton in product names and top-line descriptions on product pages.
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