Marketing Commodities vs. Sexy Brands

At Crafted, we work with a range of brand sizes and industries, as well as cultural appeal in the market. we've noticed stark differences with the challenges our clients who are in charge of marketing household items like toilet paper and cleaning products....

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we wanted to share some learnings....

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w, let's address the challenge of marketing commoditized products. Commoditized products don't have natural desirability. Nobody wants to run onto Instagram to promote their new dish detergent or toilet paper. Your job is not to build excitement; your job is to make it happen.

This demands an altogether different approach to influencer marketing. The key lies in finding creators who can turn the mundane into something remarkable. Perhaps they are comedians who have turned the humdrum of everyday life into a wisecrack comedy show. Or perhaps they cater to some very niche and very hyper-specific audience that trusts their endorsement. Or maybe they are celebrities, and their word is enough for instant credibility.

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These creators are harder to find and, yes, often more costly. But making an impact in this attention economy isn't optional. Here's how you can do that:

Be creative: Engage with the creators who inject some semblance of humor, storytelling, or unique perspectives into your campaign.

Focus on relatability: Highlight how your product solves everyday problems in a way that feels authentic and practical.

Leverage scarcity and FOMO: Use promotions or limited-time offers to make even the most mundane products seem urgent.

Doubling down on content quality: High-quality, engaging content is critical to being able to stand out in a crowded market.

Marketing commoditized products isn't only about selling—it's about making moments with an audience, be that through humor, relatability, or sheer creativity.

Why Commoditized Brands Still Need to Innovate?

Here’s the thing: just because your product is commoditized doesn’t mean you’re off the hook when it comes to influencer marketing, social media, or memorable campaigns. Relevance demands breaking through the noise.

Consumers expect more from a brand not just in categories like cleaning supplies or toiletries but across the board. Today's shopper wants to connect with what they buy, and often, that connection is through a great story or through association with creators or makers who embody their values and lifestyle.

This would imply a redefinition of the narrative for commoditized goods. Point out the little things that make it unique: making your product sustainable, ethically sourced, or even innovative packaging. Engage the creator to portray these stories in authentic, relatable ways that find resonance with their audience. For instance, a creator would reflect upon how a cleaning product makes life easier or how it helps them achieve their eco-friendly goal.

Creator-Driven Drivers of Retail Excellence

One of the most effective ways to market commoditized products is by integrating creator content into your retail strategy. Here’s how:

Use creators to drive traffic to retailers: Have them mention where your product is available, coupled with an exclusive offer or promotion.

Create Urgency: Pair deals with creator content to generate FOMO and push conversions.

Incorporate in-store experiences: Use creators to promote in-store events or exclusive product launches.

These strategies not only enhance sales but also make your product stand out in a competitive retail environment.

Flexibility Is the Key!

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In this constantly shifting media landscape, flexibility is about more than just a good thing-it's necessary. Think of it this way: you never know when a platform's algorithm might change, a trend might take off, or an entirely new platform pops up. That's why it's so important to develop a high volume of low-cost ad creatives and test them across platforms.

The trick is to have rapid feedback loops on what is working and not. Are people loving a funny TikTok ad? Double down. Did your Instagram Reel flop? Scrap it and move on. It's all about refining your messaging in real-time to maximize ROI and keep campaigns fresh.

Being adaptable will allow you to stay ahead of trends and pivot quickly when necessary—whether marketing the hottest new gadget or a bottle of glass cleaner. It's about finding the right tone, platform, and timing to resonate with your audience, no matter what you're selling. Remember, in today's marketing world, being nimble is just as important as being creative.

Conclusion

Understanding your target audience, creating interesting tales, and remaining relevant, regardless of the product or service, are all necessary for effective marketing. Commoditizing products necessitates producing high-quality content and collaborating with creators who elevate the banal.

Nano- and micro-influencers, retail-specific providers, and discount programs all can drastically impact sales. These smaller, specialized influencers typically have highly engaged followers who rely on their recommendations, but retail-focused campaigns with exclusive bargains can increase urgency and drive sales. These tactics can help you bridge the gap between Internet communication and in-person sales.

So, sexy product or commodity, which camp are you in? Either way, it's time to get smart about how you're using creators to scale and stay relevant. Let's craft campaigns that turn heads, spark conversations, and drive results—no matter what you're selling.

Let's Crack the Code!

Need help navigating the complexities of influencer marketing, retail integration, or platform strategies? Let's talk about how you can craft campaigns that stand out—no matter what you're selling.