3 CPG Social Media Campaigns That Are Doing Something Right

CPG Brands that are doing marketing right

The Consumer Packaged Goods or CPG market is a booming one. Valued at approximately 2 Trillion dollars, as a marketer it can be a bit overwhelming. Although the CPG market is somewhat saturated, some companies have gone above and beyond to make their product stand out using social media. Here are three brands that we believe are using social media to their advantage.

  1. Skittles: The Skittles Facebook account is unlike anything I have every seen before. They have really tapped into their particular audience and it is working. They currently have more than 25 million people on their page, and 90k+ people talking about them. How did they do this? They engaged their consumer by making 5822_10152475790858475_474397604_ntheir page fun.  For the Skittles social accounts its not about the sale- it’s about the experience. They currently have an ongoing campaign called My BFF (best fan forever). This campaign allows fans to post a picture of themselves with Skittles on the wall to have the chance to be featured as the BFF for the week. This is a simple, and cost effective way to get consumers actively engaged and talking about the brand. Not only do they upload a photo of themselves, but they take the time to pose with the product-brilliant.
  2. Dove: By now, most people have seen Dove’s Real Beauty Sketches on Youtube, if you haven’t you should really check it out.  The premise was to ask women to describe themselves to a sketch artist, and then to have a stranger describe that same person. The outcome was that most women described themselves in a less attractive light.  Dove is a brand that represents real women, and strives to make women all over the world recognize their own beauty- the real beauty sketches campaign really exemplified this. The real beauty here lies within in the reach of this campaign. Not only did the video itself get 55,201,018 views, but Dove also cross promoted the campaign with the hashtag #WeAreBeautiful starting multiple conversations on Twitter. This campaign worked because it started an honest conversation, and gained the trust of the target audience.
  3. Murphy’s Oil Soap: I know,I know Murphy’s Oil is what your Grandmother uses to clean her floors- they certainly cannot be well versed in social media. I’ve  gotta4f3d9d23f09808f93f44ce9f497578a1 say  they have surprised us all. This past April, Murphy’s Oil teamed up with the Arbor Day Foundation to host a really cool Pinterest fundraising campaign. Murphy’s Oil created this Pinterest page with the intention of donating $1 (up to $20,000) to the Arbor Day Foundation for every repin. Not only did this campaign helpraise money for a worthy cause, it also created brand awareness and loyalty.

Although the CPG market can be difficult to navigate, many companies are beginning to see the value in a well organized social media campaign. If nothing else, social media and word of mouth marketing help to get your brand’s name out there. If you’re lucky enough to be as successful as these three campaigns, you will surely stand out.

 

Why blogger outreach is a great resource for food and CPG brands

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We’ve already discussed how and why why blogger outreach is a great strategy in a social media marketing campaign. You can check out those posts here and here. It’s a great tool that enhances brand awareness, builds your audience and increases product exposure.

In our own experience, we’ve seen blogger outreach work particularly well for food brands and consumer packaged goods (CPG). Why is that? Well, for one thing, as a food or CPG brand, you’re selling a product. It’s not a service, organization or commodity. It’s something tangible that a blogger can taste, touch, smell, use and review. Food and CPG products also lend themselves more easily to giveaway campaigns. Whether they are full-sized products or miniature samples, people always love receiving free stuff (key word: FREE). Bloggers give an honest review of the product and the fans get free stuff. It’s a win for the blogger and a win for the brand.

For instance, with our client, Better than Bouillon, we conduct routine blogger outreach campaigns to place the food product in the hands of bloggers who enjoy and take pride in their cooking and an audience who is actively looking for new ideas and quick tips to make their meals tastier. The bloggers incorporate the flavor boosting product into their recipes, old and new, give an honest review of the product and then offer their fans a giveaway.

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We run a similar campaign for our client, CoralActives Acne Treatment System. It allows us the opportunity to put the acne products in the hands of well-respected beauty and skin care bloggers. The blog audience is typically comprised of fans looking for new beauty and skin care products. This strategy allows us to connect the product with an audience who is actively looking for new products. The blog fans get an honest review of the product and if they’re lucky, some free swag in the end.

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Approaching bloggers can be tricky. You don’t want to appear over-salesy but you don’t want to be lost in the shuffle of an overflowing email inbox either. Follow our five tips on how to pitch bloggers and you’re sure to land a successful blog placement. After that, it’s all about relationship building and making that blogger and the audience feel special and included in your brand. Blogger outreach is a pretty simple step you can take towards giving your brand more awareness. Just be sure you have a solid strategy to forge your way ahead and have some free swag to give away!

When Food Brands Go Social—Photo Sharing Platforms Become Your Best Friend

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With photo sharing becoming all the rage, it is time for food brands to get serious about serving up delicious photos with social media.  It is no secret that on social networks, photos are all the hype.  There are even social platforms like Pinterest, Instagram and Tumblr that are completely photocentric, and a multitude of sites and apps like Fiddme, Eat.ly and Foodspotting that are strictly food-based. Why then do some people overlook the value of these graphics and have what seems like endless amounts of text with no images in sight?  It’s time to feed the photo frenzy.

BTB1Photo sharing is powerful and sure to increase engagement on social outlets, especially when it comes to foodtography. There is no better way to market food than visually, so food brands should have a social content strategy that is very heavy with imagery. Food photos are captivating and among the most highly shared visual content, so surely this is an area where food brands can finish strong. For one of our food branded clients, Better Than Bouillon, we use photos on social to compliment the recipes we share. Often generating a huge buzz, we have audience members responding with comments, culinary success stories and recipes of their own.

Visual marketing can be a very influential tool within the Food and Beverage Industry; it fosters more engagement than your average textual post because you are showing and not just telling. People like to see what they are getting, not told. It gives followers a chance to see the end product and it gives viewers ideas about different ways they can enjoy the product.  Show off your product, include pictures with recipes, people enjoying your product or lifestyle photos that convey your brand’s personality. You’ll have viewers drooling over these photos and the best part is, photo sharing sites like Pinterest, Instagram and Tumblr are fairly low maintenance.  Yes, it is important to keep your content fresh, but beyond the upload and minimal copy, users do most of the work by commenting, sharing, and repining. BTB2

It is likely that your food brand already has a presence on many of these photo sharing platforms, whether you like it or not, your brand has probably been hashtagged. Users upload millions of photos to social sites daily, if you search your brand on these sites you may be surprised as to what you find. If you are not using this to your advantage, then shame on you. It’s a chance for marketers to interact directly with users of their brand and many followers are often very clever; finding new ways to use your product, many you may have never even thought of yourself. It’s also a way of giving your brand a social presence by becoming part of the conversation and making your photos their delicious inspiration.  So foodies, get on board with this trend because it is officially The Age of Photo Sharing. It’s really a no brainer.

The Customer Is Always Right… Except When They’re Not

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The customer is always right! Always. Or so the conventional wisdom goes. However, we all know that sometimes customers ask for things that you just can’t do. How far do we bend to accommodate them? Is there a point where it’s OK to let a customer go? Or are they always right no matter what wild things come out of their mouth? I recently was faced with this dilemma on one of our client’s Facebook pages.

The client, Better Than Bouillon (BTB) is a brand of food bases that can be used to make soups and other delicious dishes. It’s very good (no really, it is), but it’s not for everyone. A fan named Bobbie posted a link on the BTB wall last week. The link was to a blog post talking about how the ingredients in BTB aren’t natural enough. This put me in the unique position of having a dissatisfied customer who’s request (more natural ingredients) is borderline impossible. BTB can’t just overhaul their entire supply chain and manufacturing process because Bobbie asked for it, no matter how great of a guy Bobbie may be. The “customer-is-always-right” mentality is suddenly at odds with, well, reality.

One of the first things every brand needs to learn is that you can’t please everyone and trying to do so is counter-productive. In this case, I would never succeed in convincing Bobbie that it’s OK to eat processed food. Better Than Bouillon is not unhealthy, but it is a packaged, store-shelf product. There is a demographic of food consumers that simply won’t eat packaged food products no matter how healthy they may be. That’s fine, but these people are not our target market. So this is what I said to Bobbie:

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I was understanding toward his right to not use our product, offered to discuss specifics if he chose to deliberate more and then made a gentle suggestion about another BTB product he might not have been aware of. What I didn’t do was jump into a discussion of the general healthiness of processed food that would likely have been a lose/lose for both of us. It’s tough to acknowledge, but sometimes the best thing a brand can do is be amicable and let a disgruntled customers go.

It’s the Little Wins that Count

Every blog placement, Twitter interaction and Facebook conversation, while they may seem small, are little wins that intertwine your word of mouth efforts to increase brand awareness and help propel your client to the next level.

When you start working with a brand in the very early stages of a marketing campaign, you quickly realize that it’s the little wins that give you the encouragement and motivation to keep you and the campaign going. For those of us who work on the social media side of the campaign, it can be a daunting task to break through the Internet chatter with your brand’s message. Whether you’re reaching out to people on Twitter or through a blogger outreach effort, it’s a super noisy Internet-world out there. But every once in a while, you connect with a member of your audience. Whether it’s through a popular, mainstream website or blog or just an everyday customer who has something nice to say about your brand, every tiny win is a step towards greater success.

Last week, I found out that due to our blogger outreach efforts, a popular beauty blogger was going to feature a review of a client’s product. As I pulled up the blog’s homepage, my heart jumped for joy when I saw the familiar name and logo of my client at the top of that blog. This wasn’t the first blog placement we have secured for this client, but it is still incredibly rewarding to see the results of your efforts working one small placement at a time.

Every blog placement, Twitter interaction and Facebook conversation, while they may seem small, are little wins that intertwine your word of mouth efforts to increase brand awareness and help propel your client to the next level. Even the big brands that boast million-dollar advertising budgets started out with a tiny budget and small campaigns. Growing a brand takes time, hard work, dedication (and a lot of coffee). Cherish the little wins and remember them once you make it big because it’s the little wins that make you and your brand who you are.