A look at how and why CPG brand should play more online - through all of the most relevant digital/social information from current articles, respected experts, trend forecasting, social innovators and my own experience.
Inspired by Steal Like An Artist by
Austin Kleon, I’ve culled through all
of the most relevant digital/social
information from current articles,
respected experts, trend forecasting
and social innovators.
This presentation is a combination of
research and my own experience in
the CPG world of advertising.
Digital has become an increasingly
important medium in coherent,
Shifting 15% of TV spend to digital
made campaigns far more
boosting brand recall and reach
Digital spending is on the rise – in certain industries.
The CPG industry spends..
63% less on digital than the Retail industry
33% less on digital than the Financial Services
Why aren’t CPG brands investing
more in their digital marketing?
The CPG category
trusts traditional, tried-
and-true methods of
Historically, TV has
Why fix it if it
Because it is broke.
Well, not broke necessarily but – it’s evolving.
Cable TV subscribers
are dipping to a new low.
People are spending less time on their
TV, more time on digital and mobile.
As the landscape changes, CPG
brands have struggled to balance their
budget between TV & Print and less
The CPG category’s hesitancy to making serious creative
investments in digital and social is not void of valid reasoning.
1. Is my money working?
2. What content do we make?
3. How should we act?
1// Is my money working?
ROI on digital, and social, is proving increasingly more effective as consumer attention
moves towards multiple screens versus just TV screens. The key benefit of digital is the
big data that supports hyper-focused targeting.
It’s really a matter of quality over quantity. Rather than determining ROI on the number
of people who see the brand communication, consider the fact that targeted online
content is reaching the right number.
Utilizing digital as a megaphone for products has proven unsuccessful and leads to lack
of consumer engagement. Therefore, CPG companies are trying a bit of everything
through experimentation and “test & learn” processes.
2// What content do we make?
Chia Pods Kinds Bars Chobani Udi’s
CPG companies are slowly
getting on board with a
storytelling mentality, as well
as becoming real threats to
companies. They are starting
to act like interactive social
vehicles rather than
5 Key Factors in Making Branded Content
That Resonates with Consumers
Good content marketing should create currency, or a meaningful value
exchange with your audience.
Your brand message is competing for attention, and you're not just competing
with other brands. Create really breakthrough moments by surprising and
A content marketing strategy should work across channels to connect the dots
and develop a cohesive brand voice and story. By working cross-platform,
content can inspire cultural movements.
Search marketing, paid social, traditional advertising, PR and influencers are
important drivers of your content. You can't just build an architectural wonder
for people to discover. More people will find it if you give them a map.
No one can control the rapid shifts happening in technology and consumer
behavior. Get experimental and tell great brand stories by rethinking how you
organize, invest in, integrate and measure to get to great content marketing.
3// How should we act?
Change is and requires experimentation and risk.
This often comes hand-in-hand with failure – hence the scary part.
The good news? It also comes hand-in-hand with innovative success.
But before we insinuate that CPG brands
should change their entire approach to
marketing and advertising, let us point out that
there is one big factor that remains
consistent no matter the medium.
The expansion of advertising mediums
has merely given us more ways to tell
Cadbury’s evolution of Joy is a prime example of
storytelling pre and post digital.
TV Spot Integrated Campaign
TV, Digital, Social, OOH, Experiential
This expansion of storytelling
(and therefore advertising) is
a positive and exciting time
for advertisers and brands –
and it’s time for CPG to truly
get in on the action.
Let’s take a look at current digital best practices,
trends and innovations from successful CPG brands playing online.
• Real-Time Marketing
• Consistent Social Best Practices
• Up-and-Coming Social Best Practices
• CPG Brand Hierarchy in Digital/Social
• Context is King, Content is Queen.
• The Importance of Publisher Partnerships
TOPICS TO DISCUSS
1 // REAL-TIME MARKETING
INDUSTRY SPARK: Oreo’s “You can still dunk in the dark” SuperBowl tweet.
MANY BRANDS FAIL BECAUSE IT’S NOT
ABOUT PLANNING AHEAD.
“SPONTANEOUS WIT TAKES PRACTICE,
NOT PLANNING.”– Scott Marty, Ford’s Global Head
1 // REAL-TIME MARKETING
AGENCY + CLIENTTHE INTERNAL PROCESS
Should take a few hours, not days or weeks.
1. Morning trend meeting
4. Client approval
Don’t miss the conversation trend. Being late
to the game is the same as not being in it.
2 // CONSISTENT SOCIAL BEST PRACTICES
A Consistent, Distinct Voice
Consumer Outreach According to Channel
Stop. Doing. Surveys.
Self-Serving Posts 1-Way Conversation
SOCIAL CROWDSOURCING: include your consumer
An effective way to engage consumers is to make them a part of the social media
campaign, such as idea-or story-sharing and innovation sourcing. See Oreo, Lacoste
and Heineken for examples.
HAVE A DISTINCT VOICE, AND STICK WITH IT
These pretty much say it all…
CONSUMER OUTREACH, ACCORDING TO CHANNEL
• Couponing may be more effective
through targeted channels like
• Use of the advanced
personalized offers engine on
social media fanbook/Twitter
pages is another option to drive
targeted campaigns to different
Know how and when to reach your audience, based
on the human behavior on each channel.
NO MORE SURVEYS.
80% of CPG
brands failed to
– Accenture, 2013
3 // UP-AND-COMING SOCIAL BEST PRACTICES
Audio-Visual Content is on the Rise
Increased Spend on New Digital
Google+ Is No Longer the Weird Cousin
AUDIO-VISUAL CONTENT IS ON THE RISE
To see the full infographic,
go to: http://goo.gl/Uk9ImO
INCREASED SPEND ON NEW DIGITAL INNOVATIONS
With increased targeting and marketing opportunities,
digital is becoming a gold mine of consumers.
New Facebook Algorithm
Go here for more.
Promoted Pinterest Pins
While Google+ might not seem like the most active audience for your brand,
there are several reasons to be on it.
When you conduct a Google search, the top results are influenced by who you follow on
Google+. The more people who follow your brand on Google+, the more likely your content is
going to appear in their search results.
Google Helpouts are a place designed to find or provide help to anyone at anytime. You can
receive guitar lessons, help with your home garden, or demonstrations on how to ride a bike.
The possibilities are endless, and brands are beginning to take advantage. See Sephora or
Rosetta Stone for examples!
“Circles” can categorize people into: leads, repeat customers, follow-ups, influencers, etc.
Google+ includes an extremely useful search bar in which you can easily find individual people,
pages, or topics that people are posting out. They even provide trending topics to make it easier
to join the hottest conversations.
Be a leader! Getting ahead of what is already being done by your competitors makes the brand
innovative and gives you a leg up.
GOOGLE+ IS NO LONGER THE WEIRD COUSIN
4 // CPG BRAND HEIRARCHY ON DIGITAL/SOCIAL
Threats to traditional publishers
and media outlets
Figuring it out
Eager but at a loss
for how to proceed
The Key: Focused content on a specific core topic that their customers care deeply
about and build publishing strategies around it.
RED BULL: THE MEDIA POWERHOUSE
“Determine what your
audience wants and
give it to them better
than anyone else.”
Red Bull decided to create the vehicle through which its core customers
consumer the things they love.
OREO: THE POP CULTURE KING
1. Morning trend meeting
Creating internal processes and structures that can get content created &
approved in 3 hours, not 3 months.
“Take a stand and stand by it.”
COCA-COLA: THE MASTER STORYTELLER
The Three Step Process
1. Create engaging brand stories to spark conversations.
2. Listen to those conversations.
3. Act & react to those conversations.
Coke Zero: Make It Possible Story with
The brand makes a dancer’s dreams come true.
DOVE: THE EMOTIONAL CONNECTOR
The Real Beauty campaign has been a 10-year process that took years of
focus, continued strategy. When it comes to content, no medium is untappable.
5 // CONTENT IS KING, CONTEXT
SEO Becomes Focused on
• FBX: Facebook’s Ad Exchange
Pushes content based on browsing history,
search history, interests, locations,
demographics, behaviors and other key
• Twitter’s Tailored Ads
Will offer similar targeting as FBX.
• #Hashtags have become the leading search
6 // THE IMPORTANCE OF PUBLISHER PARTNERSHIPS
Those who experienced
branded content were 28%
more likely to have a favorable
view of the brand.
raised $30.4 million on the
promise of their sponsored content.
has built a $60 million a year
is 30% of the company’s
Being exposed to Hidden Valley’s for
Everything’s sponsored posts on
BuzzFeed resulted in 121.8% brand
lift. When they exposed it via social
sharing, the lift went up to 397.4%.
Sponsored content allows for consumer reach,
experimentation & increased brand equity.
Lastly, click here for current up-and-coming CPG brands who
are entertaining in the digital and social space.
To reach out, please contact Cristina Pansolini at:
1. 55 Million Conversations over 55 Days, A research report
analyzing effective social media tactics for consumer
engagement – Accenture
1. Consumer Packaged Content: How Storytelling is Transforming
CPG Marketing – Contently
1. GfK Media Efficiency, Cadbury Chocolate Charmer Campaign
results – GfK
1. 5 Reasons Brands Should be Using Google+ – Likeable Media