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CPG Brands Prioritize Engagement & Data Collection Alongside Brand Awareness & Sales
As the popularity of ecommerce has grown in the last several years, innovative consumer packaged goods (CPG) brands have been implementing digital advertising strategies that encourage consumers to engage and take action. According to Statista, “In 2020, following a widespread trend of investing in digital media rather than traditional ones (due to the outbreak of the coronavirus pandemic) consumer packaged goods in the United States saw ad spend growth for all measured digital channels.” Content advertising, ad network/exchange, video and search all saw 25-39% growth. Insiders predict CPG brands will continue investing in digital advertising, with ecommerce playing a critical role in revenue growth for CPG companies.
Read on to learn how brands, including Jones Soda and Cheetos, recently launched innovative, multichannel campaigns that prioritize consumer engagement, subscriber growth and customer acquisition.
Jones Soda Experiments With AR, Driving App Downloads & Ecommerce Sales
The popularity of augmented reality (AR) continues to grow as brands try out the technology for new campaigns. Jones Soda is tapping into both the popularity of creators and AR with its “Reel Label” campaign. “Using their phone camera, consumers can scan images on bottles that carry the ‘Reel Label’ icon to watch corresponding short videos through the Jones Soda app,” reports Asa Hiken for Marketing Dive.
The Reel Label campaign modernizes what has been a part of the Jones Soda brand for more than two decades — “user-designed label artwork.” Meanwhile, the videos leverage Jones Soda’s popularity with action sports and alternative creators. A BMX rider, tattoo artist, circus performer and a “gravity-defying professional scooter rider with 150,000 Instagram followers” are among the creators and influencers featured in the campaign. New creators interested in being chosen for the next round of AR labels have until September 30 to submit their short videos, with the next 15 featured creators rolling out in March 2022.
“Our labels have been our calling card for over two decades, establishing and reinforcing our brand personality with constantly changing photographs submitted by Jones fans,” said Mark Murray, president and CEO of Jones Soda. “Our new AR labels retain that authenticity and focus on consumer stories while also moving from still images to video to take advantage of newer technology. It’s a way of expanding our fan base and shelf appeal, particularly for ‘Gen Z-ers’ who are avid content creators themselves, while remaining true to our roots as the people’s craft soda.”
For consumers that land on the Jones Soda website, there’s an opportunity to subscribe to Jones Soda news and earn 10% off a future purchase. And, consumers with the Jones Soda app can easily purchase Jones Soda products and merch directly from the in-app ecommerce platform and subscribe for recurring deliveries of Jones Soda.
Cheetos Expands Deja Tu Huella Campaign, A New Tech-Driven Activation Supporting Adidas X Bad Bunny Partnership
Last year, Cheetos launched the Deja Tu Huella campaign with Bad Bunny, a Puerto Rican rapper, singer and songwriter. Deja Tu Huella, which means “leave your mark,” was kicked off as part of Cheetos outreach to the Hispanic community, and the campaign is focused on inspiring the next generation to leave their marks through culture, community and entertainment. A recent press release from Frito-Lay explains that the Deja Tu Huella campaign recently expanded to include an exclusive fashion collaboration with Adidas. The campaign also includes a TikTok hashtag challenge awarding $500,000 to students in the U.S. and Puerto Rico through the Deja tu Huella Estudiante Fund. Contestants submit videos explaining how they are “leaving their mark on the community, the culture, or the world and tag @Cheetos, #DejatuHuella, and #Entry to be eligible.”
Social media campaigns can be very effective at building awareness about brand and corporate social responsibility initiatives, often driving consumers to websites where they can buy products directly or engage with brands in other ways, including email and push enrollments. Plus, on the Cheetos Deja Tu Huella landing page, a call-to-action (CTA) pops up upon entry, encouraging visitors to join PepsiCo Tasty Rewards to “access coupons, sweepstakes and more.” First-party data, inclusive of purchase information helps brands, like Cheetos, deliver more relevant, more effective messaging to their customer bases.
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