Pavone flexes shopper marketing muscle for Zep

Modern marketers understand the power that a good commerce media strategy can have for a brand’s bottom line. That’s why cleaning products brand Zep partnered with Pavone on a shopper marketing campaign that blends commerce media and retail media to introduce the brand to new consumer audiences in more than 1,600 east coast stores. 

The “Let There Be Mess” campaign targeted consumers both online and in stores. In-store efforts included shelf talkers and box talkers in Harris Teeter, Target, Wakefern and Publix locations in 16 states. Online, Pavone’s commerce media team used a mix of programmatic ads and paid social media  to target household category shoppers while leveraging click to cart technology allowing shoppers to put products directly into retailer carts.

The work kicked off in November 2023 and ran through January 2024. 

The six-week campaign was a success, driving a 51% sales lift across in-store and digital supported stores. Repeat sales showed that the campaign’s impact continued even after the six-week effort ended.

Next up for Pavone: A spring cleaning sofa-to-shelf campaign that kicked off in March. The campaign uses a connected commerce strategy and marks the brand’s first use of over-the-top (OTT) advertising to support Zep’s top markets and key retailers.