Anatomy Of An Omni-Channel CPG Creative Launch
(Try saying that 10 times fast.) A look into our CPG marketing launch process.
Our Results
- 27% increase in brand visibility across platforms
- 14% increase in website traffic
- 32% increase in open rate
- Product: Sold Out on backend email page
How Did We Do It?
- Copy for Meta ad sets and email campaigns
- Organic social media content
- Email flow
INTRO
Case studies are a real snooze fest.
Agencies love tooting their own horns with flashy animations paired with boooring metrics — losing you in the process.
Of course, I’d like to avoid that.
So, let’s try something new. No frills, just value.
Rolls off the tongue real well. Go ahead. Try it yourself.
Anyway, let’s go nuts for some macadamias…
Because, I’d like to share a story about how the biggest player in the industry successfully launched their line of cooking oil…
And how we played a part in getting them there.
Strategy
Back in winter of 2022, our client’s strategist reached out about a budding CPG brand looking to expand its marketing efforts.
The focus was on their macadamia oil, a product aiming to dethrone olive oil’s supremacy.
The initial brief was all too familiar: wellness, community, lifestyle.
These are all great pillars, but they make it hard to stand out in the crowded “alt-food” space.
However, one thing was unique: Most consumers lack a strong awareness of the star ingredient, macadamias.
This opened up a great opportunity to position the product from a pure wellness angle.
Research
As any skilled copywriter knows, research is the foundation of any successful campaign.
Our process is rigorous, ensuring a deep understanding of the product, market, and – most important – the target audience.
The goal is to completely immerse ourselves in the world of your customer and product.
How do you do that?
Well, we scroll through their forums. We break down competitor’s campaigns. We read the reviews they leave. We think of nothing else.
And how do you know when you’ve researched enough?
I would say it’s when you can draft a complete work without needing to reference the source directly.
After all, the results speak for themselves: copy that connects with your target audience and puts the product in their hands.
Great research means your prospect will feel seen and believe the life-changing solution that you provide.
At that point, it takes little effort to for them to pull out their wallets.
We separate our research document into 3 sections:
- Product: to understand every facet of the product.
- Market: to identify competitors & market awareness of our customers.
- Prospect: to understand & identify the ideal customer with proof.
The more detail, the better.
After completing comprehensive research, we get to writing.
The Project
Meta Ads
Visuals are key on Meta platforms.
We used a mix of striking product shots and lifestyle imagery featuring macadamia oil in delicious recipes.
Copy was short, punchy, and highlighted the health benefits of the product.
As our bread and butter: we dedicated most of our time and effort to creating an autoresponder campaign for their list.
The idea was simple: Provide their list with value-packed content emails like recipes and relevant DIY projects.
Then ramp up with a ‘tasty’ offer and a hyped product announcement.
We’ll review the results in just a bit.
I won’t spoil the fun.
Social Content
For social content, we had a few important points of focus: lifestyle elevation, social proof, and eye-catching visuals.
The main bulk of the content consisted of social-proof heavy posts that communicate use case, benefits, etc.
This set shown above performed particularly well.
In fact, they’re still running this format today.
Results
Let’s breakdown the stats across all platforms.
We blew past our expected quota, seeing increases in response, traffic, and customer actions.
Here’s a brief word from our client: “We’re very happy with the work they produced.
Close & Addendum
I chose this project specifically for one reason: CPG requires a very principled approach.
This challenges your team to think outside their brand and build purely customer-centric creatives.
If you enjoyed this, feel free to reach out, we’re currently looking for new opportunities to build.
It feels premature to let you go like this, so I’m leaving you with a parting gift.
Below you’ll find a document of selected works from this campaign (including detailed research notes).
Thanks for reading and I’ll catch you next time.