In the latest episode of the Shiny New Object podcast, we sat down with Caitlin Dodd, Director of Marketing in the hair and skin care team at Church & Dwight. Caitlin shared her unique perspective on using data to drive impactful storytelling in marketing campaigns. Her "shiny new object" is what she calls "storytelling with data."

As Caitlin explained, "Storytelling through data… means leveraging the information we have available. So as marketers, we are constantly storytelling. Every asset we touch is going to be part of that consumer decision journey." Rather than relying solely on creative instincts, Caitlin emphasised the power of mining consumer reviews to uncover authentic insights.

"Consumers are telling you how they're using your product. They're telling you how they love your product. And if you can bring that to life, it is so rich." By using tools like Yogi to analyse sentiment, trends, and word clouds in customer feedback, Caitlin and her team have been able to validate creative concepts and ensure their campaigns truly resonate. As she explained, "It's the whole process, right? So as you're casting for commercials, you want to make sure that the actors you're bringing in are representative of the consumers using your product."

By embracing data-driven storytelling, Caitlin and her team are able to create marketing that is authentic and resonant with their target audience: "When the story that a brand is telling is so unique, no one else can tell that same story."