Henkel has launched a retailer-led full-funnel commerce strategy for its Bloo toilet cleaning brand, in partnership with WPP Media.
The campaign implements a connected retail media system, using shopper data and closed-loop measurement and is aimed at activating consistent brand messaging from initial brand exposure through to point-of-purchase.
According to the company, the campaign integrates data-driven messages personalised to shoppers’ needs across on-site retail display banners, AV, proximity Digital Out-of-Home (DOOH), Online Video, Social, ITV and retailer-owned platforms.
Jennifer Manning, Managing Partner at WPP Media’s Wavemaker, said that by combining data, media and retail partners, the brand will be able to reach consumers at “key decision-making moments,” along the purchase path.
“Retail media is transforming how brands connect with shoppers and this campaign for Henkel Bloo is a clear example of that shift in action,” commented Manning.
This is just the latest in a number of retail media partnerships recently realised within the space. Last week, Criteo and DoorDash announced their expanded retail media commerce partnership, while GoWit and Numatec have also inked a similar deal. Indeed, since 2020, the sector has seen annual growth of around 23%, becoming one of the fastest-growing advertising channels globally.
As brands seek to drive and measure incremental value, this rapidly expanding sector is converging with affiliate and performance marketing to create a multi-layered and interconnected commerce ecosystem.
If you’re looking to understand more about the retail media landscape and tap into its revenue streams, you should be attending this year’s PI LIVE Europe - Festival of Partnerships.
We’re introducing an entire summit dedicated to breaking down the integration of retail and commerce media into performance marketing, sharing real-world examples, and demonstrating how teams align e-commerce, performance and partnership functions. So, it’s the place to be if you’re looking to crack commerce.
Stay tuned for more information on this summit, and reach out to Drew Cameron for more information on how you can get involved in this year’s PI LIVE Europe.
