Engaging consumers is at the core of building a successful CPG brand and can be implemented through different tactics a brand embraces. Whether it is through customer support, social media or smart use of data, CPG marketers that can create compelling content that engages consumers have a better chance of success.
At a recent Brand Innovators livecast on Consumer Engagement in CPG Marketing event, leaders from Olaplex, Milk Bar and Georgia Pacific shared insights about how they are engaging consumers.
“We are really excited to have launched this incredible new virtual team member,” said Charlotte Watson, global chief marketing officer at Olaplex. “Their name is Kai, they are a synthesis of 240 employees and professional advocates who support our brand both from a physical perspective but also, emotional and behavioral. They are actually becoming a voice for us. Research has shown us that consumers wanted to see themselves reflected in a brand, to feel connected and engaged. For as unique as we are as individuals, so many of us are united by Olaplex, and so really this virtual team member is going to capture the hope and happiness of the Olaplex team as we go forward.”
How brands show up in the world is very important when it comes to engaging consumers.
“Actions also speak louder than words,” said Renee Fuller, vice president of marketing at Milk Bar. “One thing that stands out to me when you are cultivating a brand you can’t just say what you stand for, you have to show it. For example, at Milk Bar we leaned into making sure we actually put our money where our mouth is and stand on our values. We strive to be a part of the cultural conversation so consumers can expect that just as much. Being a part of a brand is engaging in two way conversations rather than just sending your brand’s message into the world and sitting back to wait.”
Social media can play a key role in having conversations with consumers to understand your
“It can be as little as looking at your social media comments and drawing that conversation or as big as reporting back to when your brand is in the news and responding to reviews,” said Paras Shah, director, omnichannel shopper marketing at Georgia Pacific. “We have a personalization standard, where we have a team that responds to reviews on Target.com, we send out personalized emails through Amazon just to make sure that we are fostering a dialogue that is authentic.”
Data can help ensure these conversations are authentic and can drive product development and communications.
“It starts with having the right data,” said Paras Shah, director, omnichannel shopper Marketing, Georgia Pacific. “Data is at the start and heart of decision making within Georgia Pacific and it really underpins what, where and how we reach consumers across channels and influence their decision making. Making sure we have the right data, it’s accessible and easy to use across all the key constituents and decision makers within the organization and our martech stacks enable that decision making to happen.”
