I was recently asked by Mobile Commerce Daily to provide commentary if Snack brands need meaningful content to drive in-store purchases via social. Below are my full responses to the various topics discussed.
(Mobile Commerce Daily) To what extent are food and snacks CPG brands starting to understand and activate social media within the purchase funnel?
Social media has been an integral part of the marketing mix for CPG brands for some time now. CPG social strategy has evolved with the evolution of social platforms and shifting consumer behaviors. Many platforms such as Facebook are shifting away from engagement as a primary metric and focused on reach, resonance and reaction, which aligns social media activation further down the purchase funnel.
(MCD) What are the challenges CPG companies face in leveraging social media to drive purchases?
The snack category is highly dependent on context and timing. With the convergence of social, mobile and digital and the focus shifting to targeted cross screen engagement, there is a renewed interest in aligning digital, physical and data to impact purchase decisions.
(MCD) Besides motivating purchases, what additional benefits/negatives in terms of consumer engagement does a social campaign bring the CPG company?
Social centric campaigns allow brands to deepen their connection with their consumers, empower them to help drive the brand forward (Doritos Legion of the Bold and Do Us A Flavor), impact brand perception and for a number of brands provide impactful reach through social engagement.
(MCD) What are some examples of top food and snacks CPG companies that have effectively leveraged social to drive consumers deeper into the purchase funnel?
Frito-Lay is a company that is continually looking to leverage social as a means to drive consumers further into the purchase funnel. Whether it is a brand campaign that empowers consumers such as Lay’s Do Us a Flavor, or it is creating a community of brand advocates like Doritos Legion of the bold, or connecting in-store elements seamlessly into socially centric campaigns, Frito-Lay is approaching social in a smart and relevant way that connects with consumers and ultimately impacts purchase.
(MCD) What’s your favorite example of a food and snacks CPG social campaign that drove purchases?
My favorite examples are Lay’s Do Us a Flavor and Doritos Crash the Superbowl programs.
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