ClickZ Kitchenware Newsletter - 11.07.2024

PLUS: Wilton's 95-year refresh & Oprah's kitchen picks shake up retail

November 07, 2024 • Estimated Reading Time: 7 minutes

Insight of the Week 📖

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

Macy’s recent 43% discount on the Le Creuset Enameled Cast Iron Round Oven highlights the value of featuring premium kitchenware in seasonal promotions. By partnering with an iconic brand like Le Creuset, Macy’s appeals to quality-conscious consumers, expands the reach of high-end products, and leverages the holiday shopping season to drive sales. Emphasizing the oven's versatility also meets demand for multifunctional kitchen solutions, showcasing the impact of well-timed, value-driven promotions in strengthening brand positioning.

Wilton's recent advertising campaign, "The Wonderful World of Wilton," commemorates its 95-year legacy in baking and decorating. This initiative introduces a refreshed logo and vibrant packaging, aiming to inspire both seasoned and novice bakers.

  • Brand Evolution: Wilton's rebranding underscores the importance of evolving to stay relevant. Assess your brand's visual identity and messaging to ensure they resonate with today's consumers.

  • Community Engagement: By fostering a community around baking, Wilton enhances customer loyalty. Consider strategies to build and nurture a community that aligns with your brand's values.

  • Multi-Platform Presence: Wilton's campaign spans streaming TV, social media, and in-store promotions. A diversified marketing approach can effectively reach a broader audience.

  • Educational Content: Wilton emphasizes education and inspiration. Providing informative content can position your brand as a trusted resource, encouraging customer engagement.

BRAND ENDORSEMENT
Did Your Brand Make Oprah’s Favourite Things List?

Oprah's "Favorite Things" list for 2024 is here, showcasing top food and kitchen products, which reflects key consumer preferences ahead of the holiday season. Being included on this high-profile list, featuring brands like Ninja, De’Longhi, and Cravings by Chrissy Teigen, signals not just Oprah's endorsement but also points to growing consumer demand for functional, stylish, and high-quality kitchen items.

Brands that make Oprah’s list gain a significant boost in visibility and credibility. For marketers, it’s a powerful opportunity to tap into the influential "Oprah effect" and elevate brand recognition. For those not on the list, reviewing these top selections can offer strategic insights into trending products and innovations valued by consumers, helping guide product development and marketing strategies for the coming year.

Homes & Gardens highlights common mistakes in using Dutch ovens, such as preheating without oil, using high heat, and employing metal utensils, which can damage the cookware's enamel.

For kitchenware marketers, this underscores the importance of educating consumers on proper product use to enhance customer satisfaction and prolong product lifespan. Providing clear usage guidelines and care instructions can differentiate your brand and foster customer loyalty.

Dacor’s new Undercounter Collection is a great example of how luxury brands can expand thoughtfully to meet evolving consumer demands. By incorporating precise temperature controls, customizable finishes, and adaptable installations, Dacor taps into what today’s discerning customers seek: performance, flexibility, and a premium experience in every detail.

This launch underscores the value of blending innovation with design versatility to stay relevant in the high-end market. It’s a reminder of how meeting customers where they are—whether through new tech or adaptable design—can elevate brand appeal and loyalty in the competitive kitchen appliance landscape.

Leading Voice📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Ad prices fell in Q3 2024, impacting ad spend growth in search and social. Retail media saw a click surge, while new formats outpaced traditional channels. Amazon DSP and Google Performance Max showed significant growth. Lower prices increased ad volume, especially in retail media's purchase funnel.

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