Church & Dwight Maps Out AI-Fueled Marketing Strategy

 Church & Dwight Maps Out AI-Fueled Marketing Strategy


AI Helps Ads Get ‘Sticky’ 

AI is helping the company make strong first impressions in “low-consideration categories” like household products, Pokhriyal said. 

AI is being used to track consumer attention and optimize creative content on retailer product detail pages. By analyzing lookalike audiences, Church & Dwight’s team is better able to strategically place the creative and capture the maximum number of views in the crucial, split-second window consumers spend on these pages. 

This AI targeting and creative optimization has led to improved interactions and conversion rates. 

“If you land on an Amazon or a Walmart.com page, we have to make sure that the five seconds you spend looking for Arm & Hammer or laundry sheets … make the right first impression … that you are inspired to add us to the cart,” Pokhriyal shared. “This has done wonders for us because the more the creative is sticky, the higher chances are that the consumer converts and buys the product.” 

Also read: CEO Shakeup: Church & Dwight, Gets New Top Leadership

AI for Aspect Ratios 

Pokhriyal added that once a consumer is engaged by an ad — whether on TV or TikTok — the company has put systems in place to allow for an easier path to purchase. 

“We are making sure that over 90% of every media that you see, be it YouTube, TikTok, Instagram, or anywhere else, will lead you to a cart in one to two clicks if you have the desire to shop our products.”

AI can also play an interesting role here — optimizing different content for different screen sizes, from mobile phones to televisions. 

“AI is helping us make sure that creative is conducted in a way that there is less human touch involved, ensuring it is valid for both the six-inch screen and the 60-inch screen,” she added. 

The ‘Third Shelf’ of Social Commerce 

Pokhriyal also touched on the growing importance of social channels to consumer discovery, referring to social as the “third shelf” of shopping. In addition to physical and digital shelves, social platforms now serve as a space where consumers can engage in spontaneous, late-night shopping — what Pokhriyal described as “serendipity 2 a.m. shopping.” 

The company has positioned itself to meet consumers at the moment of discovery, making sure its products are visible during “the endless scroll.” 

Over 10 of the company’s brands have received the highest number of video views on TikTok across all categories in which they operate, she said, but engagement over time remains the goal. 

“A lot of our content has industry-leading engagement rates … the consumers are not just liking and following our brands, they’re commenting on our posts, they’re sharing our posts, they’re interacting and building community with us,” Pokhriyal added.



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Fallon Wolken

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