3. P I X E L S U T R A
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Being in the FMCG industry you want your products to be picked up from the
shelves regularly. For that, you obviously need a loyal customer base. Your
competitors’ products are mostly placed near yours and may look similar to the
customers. So, by all means, you need to increase your brand equity.
INTRODUCTION
You need a loyal
customer base
Give your FMCG Marketing what it really needs!
4. 2
Whether you are targeting a global market or a limited geographical area, there is a
lot to learn from the previously successful FMCG marketing efforts. Of course, you don’t have
to imitate other brands; rather, just figure out what works in the market.
Start by making your customers familiar with your brand and products. Just like
people recognise Nestlé’s logo easily. They have been also hearing “Have a break, have a
Kit-Kat” for many years. The company tries to target busy, hard-working people who relish
chocolates. Like in any other industry, you need to know your target customers really well.
Old Spice | Rocket Car | #Smellegendary
LEARN FROM LEADERS
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You can clearly see that this video is aimed at men (although everyone else loved
it too!). What looked like just another motivational video, turned out to be so funny when
you least expected it! Now you know why old spice is so great at attracting male
customers? The description of the video reads “People say there’s no limit to how many
videos you can watch with your eyeballs. But thanks to this new Odor Blocker Internet
video, we think we just found it.“ Did we mention that the video has over 9 million views?
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5. P I X E L S U T R A
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KNOW YOUR PROSPECTS
If a part of your target audience are the young generation, you need to pay
special attention to them. The youth constitute a large part of the population and are
quite active in the digital space. They also enjoy personalization in everything. When
Coca-Cola figured out that 50% of teens and young adults had not even tasted coke in
the past month, they won the youth back by personalizing the packaging for them. As a
result, young adult consumption increased by 7% in just 3 months!
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iiiiiiiiiiiiiiiiShare A Coke - Best Of #Ogilvycannes
Give your FMCG Marketing what it really needs!
STAND BY SOCIETY
The FMCG giant, Unilever recently shared an article from Forbes titled “Big
Brands And Businesses Are Aligning Their Missions With Millennial And Gen Z
Consumers”. The article highlights the inclination of Generation Y &Z towards brands that
adopt sustainability practices and work for social welfare. Standing by the society in the
bad times matter a lot. Nestlé showed its concern and efforts towards youth
unemployment through #All4YOUth.
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Similarly, P&G’s Children’s Safe Drinking Water (CSDW) Program is a non-profit program
for the society. These brands had also shared videos for #All4YOUth and CSDW. You can
also work for social welfare in your special own way. For instance, P&G set up a mobile
laundry unit to help out areas hit by tornadoes.
P&G regularly posted about this initiative on Facebook and that is how we came
to know about it! When you work for a social cause, people should be aware of it, in
order to appreciate and support your vision. Leverage social media to let the world know
you are there to help. All this makes it easy for people to accept you as a part of their
daily lives.
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7. P I X E L S U T R A
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A majority of your prospects hang out on social media. Social media presence has
become mandatory for any FMCG brand. Check out how Nestlé posts the very popular
GIFs, cinemagraphs & images with pan & zoom effects on its Twitter handle.Here, you may
also find a lot of posts related to #bakesomegood, #endchildlabour etc. This is how you
need to involve your audience consistently. Instagram is great for sharing pictures for those
who follow you and Linkedin is more about career growth, company culture etc. You can
have a look at social media activities of Unilever on Linkedin & Instagram.
LEVERAGE SOCIAL MEDIA
Give your FMCG Marketing what it really needs!
8. 6
So, what do your prospect like to know? What campaigns would they like to
participate in? You should focus more on the liquid content and keep the linked content
somewhat limited. Liquid content is something your audience enjoy watching/reading
and also love to share. This is the kind of content that goes viral. Linked content, on the
other hand, is something related to your business interests. No matter what you post, add
a touch of your brand to it. Also plan your content according to upcoming holidays or
occasions, because sales rise and fall according to the season. Apart from the planned
content, be prepared to post spontaneous stuff on the current affairs and answer
questions from your fans/customer.
LET THE ‘LIQUID’ FLOW
You may want to humanize your brand. After all, everyone behind your brand
name is a person, they have emotions, feelings and may also have a family. Here’s how a
son interviewed his dad, the CEO of Unilever:
HUMANIZE YOUR BRAND
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iiiiiiiiiiiiiiiiUnilever Ceo Paul Polman Interviewed By His Son
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9. P I X E L S U T R A
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INVOLVE YOUR CUSTOMERS
Social media campaigns can draw a hell lot of attention to your brand. The
condition is that you launch some really interesting campaigns keeping your brand and
customers in mind. You may simply tie-up with malls, airlines or cinema-theaters to
introduce your product samples to people or you may involve your customers in
creating some content online. Oreo spotted a Facebook fan using a fork to dunk the
cookie in the milk and they launched ”snack hacks”. Customers loved to try out new
things with Oreo and showed off their own hacks too.
So, was it a success? American Marketing Association shared an insight titled, “Oreo
engages consumers with a fan-fueled digital media campaign”. Oreo gained more than
23000 followers on Twitter, which resulted from a steep rise in the customer engagement.
You should also encourage your customers to do new things with your products.
Customer involvement can pump a new energy in the product usage and social media
content. One of the best social media campaigns was by Walkers Crisps, watch this video
to know more:
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iiiiiiiiiiiiiiiiWalkers Crisps Put Gary Lineker Inside A Twitter Vending Machine
Give your FMCG Marketing what it really needs!
10. 8
Did you notice that watching the above video, gave you a clear picture of the
campaign? As if you have seen it happen! Moreover, you were totally engaged in the
viewing experience, waiting to see what happens next. Videos are fun to watch, enticing
and can be shared widely. This is why videos have become a preferred way of explaining
concepts (Explainer videos), teasing the audience about what is about to come (Trailers
& Teasers), showcasing your company’s strengths in a professional way (Corporate
videos), sharing facts and stats (Infographic videos) etc. Videos can create an emotional
appeal, make your audience laugh/cry and even scare/shock them. You may want to go
for live-action videos or animated ones, both of them have their own set of strengths
and varieties. We want you to see this beautiful video done in 3D animation:
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A Mommy's Sacrifice | Nido Fortigrow | Nestlé Ph
If your target customers are fond of some celebrity or follow some influencers,
you can ask those personalities to join you. For instance, L’Oréal Paris had signed up 5 of
the UK’s most influential and inspiring beauty YouTuber fanatics to create content. They
named these five as “The Beauty Squad.”
TEAM UP WITH CELEBRITIES
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11. P I X E L S U T R A
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Always make it a point to attend events that are related to your products or
business. It doesn’t just improve your visibility but also gives you a platform for personal
interaction. Events and occasions also give you a chance to create compelling content
that can be shared at the right time. You can also try to be totally unique and out of the
box with your videos. Although it seems a bit risky it can be quite rewarding if done right;
just like this video from Heineken, that quickly shot to fame during the 2014 Super Bowl.
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EVENTS ADD VISIBILITY
WE MADE IT, HEINEKEN (DROGA5 NEW YORK / CAVIAR DIGITAL LOS ANGELES)
TECHNOLOGY ENLIGHTENS!
Today, you cannot afford to stay behind on the technology front. Technology will
play an important role in determining how you interact with your customers in future.
Malibu, the world’s no.1 coconut flavoured rum, launched the #BecauseSummer
campaign. During the campaign, they sold internet of things enabled bottles at Tesco,
UK.
Give your FMCG Marketing what it really needs!
12. 10
Customers could use their smartphones to tap on the the iconic sunset logo on the
bottles to enter a world of cool stuff…like recipes, competitions, bar locator and playlists.
COCA-COLA MAGIC | AUGMENTED REALITY APP
Coca-Cola Magic App was quite a hit during the Christmas season. Augmented
reality(AR) offers many such amazing applications for marketing. A few years back, Pepsi
had introduced cans that could be scanned through the augmented reality Blippar App.
It was a part of its Super Bowl promotion. Similarly, Heinz had also introduced an app for
the customers to scan the bottles and get an interactive recipe book. You can also use AR
to attract your customers. AR can show them what’s inside the packaging, how to use
tips, nutritional facts or even some wonderful stories.
Do you wish to immerse your audience in your message? Why not take them on a
tour of your factory? No, we are not talking about a video tour. Yes, we know an actual
tour is not possible for so many people! How about a virtual reality tour? Virtual reality
can take your audience as close to the reality as possible.
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13. P I X E L S U T R A
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iiiiiiiiiiiiiii360 Degree View Of The Patrón Hacienda
Want to peep into the office of a leading FMCG brand and look around? Here’s
the video. Want to celebrate and have fun with some happy people? Here you go! And
how about an exciting roller-coaster journey inside a refrigerator? Do watch this, it’s really
great!
We are pretty sure that you are all charged up to do some great marketing for
your FMCG brand. Before starting, understand who your target audience are and what
goes well with your brand. Start planning….success is on its way.
Give your FMCG Marketing what it really needs!
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P I X E L S U T R A
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