Marketer’s Brief: When Peltz Fights P&G, Google Wins

Published by Engagement Labs on July 26, 2017

Here’s another sign that Google wins, no matter the fight: As activist investor Nelson Peltz of Trian Partners pushes his battle for a Procter & Gamble board seat, both are ponying up for paid Google search. People searching the term “P&G” (at least from U.S. and U.K. servers) in the past week are getting ads for both the corporate PG.com and Peltz’s “Revitalizepg.com.” Peltz is buying similar ads against searches on his own name, while P&G is buying ads against queries that include Nelson Peltz and “proxy.”

L’Oreal Wins Cosmetics Word of Mouth Battle
Emerging brands have used social media to carve a growing share of the cosmetics business, but the top performer in combined face-to-face word of mouth and social media over the past 12 months is actually L’Oreal, according to Engagement Labs. L’Oreal won based on strong positive sentiment, which Engagement Labs attributed to the brand’s “Your Skin, Your Story” campaign begun in January. Sephora came in second with strong offline conversation volume and sentiment, but needs to work on its less positive online sentiment, according to the research firm.

Read the full Advertising Age article, here.

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