1. Ryan Koechel
DIRECTOR OF ECOMMERCE
Steve Sachs
CHIEF EXECUTIVE OFFICER

2. Launching the Remington i-LIGHT Pro
• New Product, New
Category
• Out of the spa, into the
home
• Heavy emphasis on text
and video content

3. Challenges & Goals
• How to build a relevant
audience for
informational video and
text
• Users need multiple
exposures to different
content
• Other alternatives, not
FDA approved – strong
need to build trust and
legitimacy

4. An interesting wrinkle:
Not all content created equal
“Upper Funnel” Content
Purpose: Drive Category
and Brand Awareness
“Lower Funnel” Content
Purpose: Drive Product
Engagement and Action
“Mid Funnel” Content
Purpose: Drive Product
Positioning and Consideration
Beauty Related How Tos
IPL Education
Remington Ready Blog
3rd Party Reviews
Customer Testimonials
Basic Product Info
Product Usage Guides
Contests
Promotional Content

5. Content Advertising
Definition: Using the infrastructure and data intelligence of the online
advertising ecosystem to target and distribute content.
Example Applications
Using Content
Driven Ad Creative
Programmatic
Targeting &
Flighting
Optimizing and
Sequencing
Content
Tracking
Performance &
Content Insights

6. Remington’s Content Advertising Program
• High Volume of Earned and
Owned Video + Text
– Automatically turned 82 pieces of
video and text content into 235
optimized ad creatives
• Needed to Scale and find
interested users on their turf
– Programmatically placed across
thousands of sites such as
Oprah.com, E! Online and USA
Today
• Sequencing Mattered Greatly
– Retargeted product/consideration
content after demonstrated
category interest

7. Content Sequencing
Category and
Brand Awareness
Product Engagement
and Action
Product Positioning
and Consideration

8. Results
Killer Ad Performance
Nearly 0.5% CTR;
More than 3X Internal Success
Benchmark
Concrete Sales ROI
Nearly 3X sales lift on Amazon
Increased Engagement
Drove substantial new traffic and
return visits to Remington Ready
blog
Content Insights
Content-centric performance
analytics to help guide
video and editorial strategy
Double-Win: Boosting Brand and Driving Sales

9. Best Practice Takeaways
Not All Content Is Created Equal
Upper, mid and lower funnel content need specialized targeting/sequencing to maximize effectiveness.
Content Creation Alone Isn’t a Content Strategy
Distribution, targeting and content-centric analytics have to be part of the picture from the start.
Distribution Is Easy, Targeting Is Hard
Sequencing content for the customer journey and ensuring brand safety require careful planning and the right
“premium programmatic” partner.

10. More Info
http://ones.pt/remcase
Online case study with additional details
Ryan
ryan.koechel@spectrumbrands.com
Steve
steve@onespot.com