Article

First-Party Data: A Hidden Gem for the Post-Cookie World

Amid growing concerns for consumer privacy, increased transparency and reducing complexity, the era of “cookies” is ending, but not just yet.

Article

The Four Most Important Ways to Build Brand Relevancy

Older brands face challenges trying to remain relevant in a rapidly changing world. Here are four ways iconic brands can evolve, adapt and stay top of mind.

Article

100% Digital that’s not 100% invisible

Referencing your customer journey map on a regular basis ensures the effectiveness of marketing efforts and informs ongoing optimization, increasing ROI.

Work Sample

Frank’s RedHot: Franksgiving

Every food company in the word wants to win over customers on Thanksgiving. We targeted the days right after: Franksgiving. Leftovers never tasted so good.

Article

Reaching moms through social during COVID-19

It’s a challenging time for all of us, but especially for moms. Here are some hints on how to maximize social media content to provide moms with information they can really use.

Article

Connect Emotionally with Digital Marketing

Let’s get emotional about digital. Optimize your message along with your media.

Article

Customer journey mapping makes marketing more effective

Referencing your customer journey map on a regular basis ensures the effectiveness of marketing efforts and informs ongoing optimization, increasing ROI.

Case Study

McCormick

For generations, McCormick has relied on recipes to create demand for their flavor products. Millennials and millennial-minded consumers don’t want rigid recipes, they want to be inspired to experiment with flavor. This is our non-recipe recipe for success.

Work Sample

Old Bay: I’d Old Bay That!

OLD BAY has been the go-to seafood seasoning for people up and down the Chesapeake Bay for over 75 years. So how do you bring new users into the fold?

Garry Raim

Partner, Executive Vice President

Start the conversation today and find out what GKV can do for your brand.

Category

Consumer Packaged Goods

Creative and inspirational CPG marketing that gets results.

Every category has challenger brands, but in Consumer Packaged Goods (CPG) the dominance of the category leaders is particularly stunning. In today’s consumer landscape with brand loyalty being a thing of the past, successful challenger brand’s advertising must be noticed, its social media must engage and its owned media must deliver real value.

Understanding the Audience

The first step in becoming a successful challenger brand is understanding your audience beyond demographics – their offline and online behaviors, interests and most importantly the journey they take to find and purchase your products.

We have developed a four-step process that can help you understand and map your audience’s journey and then build a marketing strategy based on their needs, wants and interests to deliver the right messaging and content at the right time. It incorporates the insights and data you already have with third-party data to give a complete picture of who your audience is and how you can help guide them through their customer journey.

It’s also built on evolution. The process of understanding your audience never stops as the needs of your audience are always changing and so will the touchpoint and messaging.

As CPG advertising and shopper behavior continues to change, GKV will be there to help elevate and evolve your brand in today’s consumer landscape. Check out some of our CPG case studies and articles. Then, contact us to discuss your CPG marketing challenges.