CPG Marketers Embrace Web Ads With ‘Calls to Action’ | Digital – Advertising Age


0225p12-LYSOL-free-and-clear-fb-game2Social media has created new ways for advertisers to seek a call to action that go beyond the share and the “like.”

In Laurent Faracci’s ideal world, “100% of our digital media would have a call to action.”

After studying effects of brand advertising on e-commerce sites and elsewhere, the U.S. chief strategy and marketing officer for packaged-goods giant Reckitt Benckiser believes that “the return on investment is three times better when you do.”

That’s a back-to-the-future move for CPG marketers, which embraced the “click here” and “enter to win” admonitions of early internet ads but focused more on branding during subsequent decades. Recently, however, they’ve embraced anew the “call to action,” thanks to increased focus on accountability, e-commerce and social interaction. Perhaps most important, the CPG industry, which has long put most of its true marketing budget into promotions, is moving toward offering digital deals.

Lysol Power & Free ran a Facebook program last year whose call to action was getting women to play a first-person-shooter game using a bottle of cleaner to zap germs. It encouraged them to post their scores, invite friends to play or share other content about the product, said Chris Pape, exec creative director at Genuine Interactive, Boston.

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