Driving Retail Momentum Through Content Creators

Driving Retail Momentum Through Content Creators

SNAPSHOT

ZENB and Sommarøy Sprits, two emerging CPG brands, sought to build retail momentum by meeting consumers where brand discovery often begins: social media. Deploying local creators to visit major retailers in key markets, Agency H5 successfully drove awareness while driving product off shelf, influencing purchase consideration to key audiences through trusted voices. Campaigns for these brands generated authentic content that highlighted the shopper journey – from product purchase to at-home consumption moments – and simultaneously strengthened retailer relationships. Influencer retail marketing is an efficient and effective storytelling tactic that educates consumers while providing value to key shopper stakeholders.

THE ASK

Develop customized influencer programming that drives awareness, trial and purchase of products in select retail locations to show tangible consumer demand and proof of concept.

APPROACH

For two distinctly different brands in the CPG space – ZENB, a pasta alternative, and Sommarøy Spirits, a mid-strength gin and vodka – we developed and activated local influencer programming in key markets to visit retailers, purchase product and capture content to educate and drive consumer action. Focusing on major retailers like Sprouts and Jewel Osco, we not only captured authentic content that reached key consumers but also strengthened retailer relationships from a B2B standpoint to support holistic and measurable growth.

RESULTS

The ZENB and Sommarøy retail-focused influencer programs generated a high volume of engaging social content that successfully increased brand awareness and product sales, as well as contributed to greater retail acceptance with products available in more doors. 

  • Consumer Engagement: Partnered with the right voices in the right markets to educate and drive engagement that surpassed our KPIs by 40% on average.
  • Brand Discovery: Positioned both brands in front of new audiences by meeting consumers where they shop and scroll, reaching more than half a million potential new customers.
  • Content Volume: Generated high volume of visual assets that could be levered on both brand and retail channels.
  • Retail Growth: Drove meaningful traffic to partner retailers, contributing to product restock and retail acceptance.