Digiday+ Member Article

There was a time when wholesale brands like those owned by Procter & Gamble and Johnson & Johnson mostly relied on brand advertising to drive awareness and preference. But in the direct-to-consumer era, everyone is becoming a direct marketer.

Since the first half of 2018, Gillette has more than doubled the number of direct-response ads it’s running on Facebook. Gillette ran 647 conversion ads on Facebook from January to May. Then, from June to November, that number jumped to 1,407. During the same time period, Pampers tripled the number of DR ads it ran on Facebook, from 128 in the beginning half of the year to 381 in the second half of the year. Aveeno, meanwhile, went from running 59 conversion ads to 148, while Neutrogena went from running only 21 ads to 154, according to BrandTotal data, which tracks both active and dark ads across social media.

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