TikTok Made Me Do It: Ranch Dill Pickles
I will admit it, I used to knock TikTok. Who needs another social media platform? Well, shortly after succumbing to peer pressure, I signed up for the app, started posting, and found some amazing things that I probably wouldn t have seen if it wasn t for TikTok.
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Recently, I saw something on TikTok that piqued my interest. I like pickles. I don t love them, but I like them. I also like ranch dressing. It s a mainstay in our refrigerator. When I saw a video of combining the two together, I knew I had to try it out.
Operator
Good day ladies and gentlemen and welcome to The Clorox Company Third Quarter Fiscal Year 2021 Earnings Release Conference Call. At this time, all participants are in a listen-only mode. At the conclusion of our prepared remarks, we will conduct a question-and-answer session. [Operator Instructions] As a reminder, this call is being recorded. I would now like to introduce your host for today s call Ms. Lisah Burhan, Vice President of Investor Relations for The Clorox Company. Ms. Burhan, you may begin your conference.
Lisah Burhan
Vice President, Investor Relations
Thanks Christy. Welcome everyone and thank you for joining us. We hope you and your families are continuing to stay safe and well. I ll start by providing some context to this quarter to give you an understanding of the dynamic environment we re seeing as we begin to emerge from this pandemic. Then I ll have my usual topline commentary with highlights from each of our segments. Kevin will then address our t
By Alexandra Bruell Bacardi last October ran a test to tell whether its campaign promoting Bombay Sapphire in the U.K. could boost sales and brand favor and in the process help answer a broader question about the long-term fate of its digital marketing as the way consumers are targeted for ads faces a shift. The campaign took 10,000 anonymized identities of people who had visited the gin brand s distillery or website, and sent them offers like promotional emails or Instagram ads promising drink recipes and early access to new products. The result was a click-through rate, which indicates how often ad exposures lead to clicks, around 9% higher than previous campaigns that relied on common but now endangered targeting methods, such as using data from third-party sources. The new campaign also saw a 14% increase in cost efficiency as measured by a cost-per-click metric.
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