4 Examples of CPG Marketing that Prove the Power of Insight

According to a recent study by Cadent Consulting Group, CPG marketers now spend more on digital than all other forms of traditional advertising combined.

Despite this, only 60% of the surveyed retailers think digital advertising actually works for brands.

But with the vast amount of reliable consumer data now available to CPG marketers, there’s ample opportunity to drive smarter digital campaigns, fuelled by a deep understanding of your target audience.

These four brands highlight the need for deep insight to guide an effective multi-channel strategy.

1. Pampers – ‘Thank You Midwife’

For Christmas 2017, baby and toddler brand, Pampers, wanted to highlight the important work midwives perform every day, and give something back.

Research by the Royal College of Midwives revealed that while 80% of new mothers believe it’s important to thank their midwife, only 58% end up doing so. Perhaps as a result, 1 in 3 midwives feel undervalued.

The Pampers #ThankYouMidwife campaign aimed to thank the UK’s 40,000 midwives by pledging to donate £1 to the Royal College of Midwives Benevolent Fund for every thank you shared on social media.

This socially-aware campaign was an instant success, delivering over 777m impressions and nearly 14k ‘thank yous’ in its first week alone.

Key Lesson: Using research and insight to tap into a social cause your target audience will care about, you can create a campaign that will resonate.

2. Axe – ‘Is It Okay For Guys?’

Male fragrance brand, Axe, has been reinventing itself over the past few years, and its latest campaign goes even further in the brand’s quest to challenge traditional masculinity.

Based on research showing that 59% of men believe they should act strong even if they feel scared and nearly half thinking they shouldn’t ask for help with their problems, Axe used Google search data to carry the campaign’s message.

‘Is It Okay For Guys?’ highlights real-life searches that reveal the insecurity and anxiety many men feel when trying to adhere to traditional ideas of masculinity, unearthing commonly searched questions like whether it’s “okay” for guys to experiment with other guys, be skinny, or cry.

In its first quarter, the original campaign resulted in nearly 40m digital views and launched a global conversation about what masculinity truly means, with 225k direct engagements with its video content and 12k comments across all platforms.

Key Lesson: By keeping up to speed with the perceptions of your target audience, you can ensure your brand message challenges them the right way.

3. Snickers – ‘Hungerithm’

In a bid to rejuvenate its famous ‘You’re Not You When You’re Hungry’ campaign – based on the insight that when you’re hungry, you’re just not yourself – Snickers created a seamless online-and-offline campaign dubbed the ‘Hungerithm.’

The idea was pretty simple: the angrier the internet becomes, the lower the price of a Snickers bar drops.

Initially exclusive to Australia, the system is built on a 3,000-word lexicon and analyzes around 14,000 social posts per day, allegedly going so far as to understand slang and sarcasm.

7-Elevens around Australia update the price of Snickers in real-time, and it can drop as low as 85% off the original price.

This innovative hybrid approach has resulted in 30m media impressions, a 67% sales increase, and a 1,740% rise in social traffic so far.

Key Lesson: Using social data, you can develop campaigns that work in real-time and across offline and online channels in innovative ways.

4. Lidl – ‘Lidl Surprises’

Discount supermarket chain, Lidl UK, has gone from strength to strength in the past few years, beginning with its #LidlSurprises campaign that put a spotlight on the quality of its products.

In 2015, a study by Lidl found that 9,000 shoppers thought its products tasted as good as or better than branded rivals. With this knowledge at hand, Lidl set out to change its brand perception.

Cleverly turning to its loyal cult following, the brand used often tongue-in-cheek social posts from its customers as the basis of the campaign, highlighting comments like “Man discovers tastiest steak ever was bought from Lidl” and “Lidl are doing a Chianti and it’s well nice. There; I’ve said it” in both their online and offline marketing collateral.

The campaign’s latest iteration goes one step further, connecting with real people who have taken to social media to question the quality and origins of Lidl’s products and inviting them to see where they come from.

This show of authenticity and honesty, using a multi-channel approach and integrating UCG, has proven to work well for the brand, and consistently aids in increasing its market share.

Key Lesson: Using reliable and recent consumer data to track your brand’s health enables you to lead the conversation across channels.