CPG Test Multiple Social Media Influencer Platforms

By Kvantum Team Posted November 22, 2016 In Case Study, Social Media, Influencer Marketing, Investment Portfolio

Kvantum helps a leading CPG brand establish a test framework to make informed investment into marketing technology partner.

Targeting Baby Boomers via Social Media Influencer Platform Growth in the adult-diaper market is outpacing that of every other paper-based household staple in the U.S. Euromonitor International forecasts a 48 percent increase in sales in the category, to $2.7 billion in 2020 from $1.8 billion last year. That compares with expected growth of 2.6 percent, to $6.3 billion, during that period for baby diapers. And in only a decade, sales of diapers for adults could surpass those for babies at leading brands. With an increased demand in the adult care category, big-box retailers started introducing private label brands in this category. An increased competition from retailers led a leading adultdiaper CPG brand to engage & influence the targeted audience through social media.

The brand launched a pilot test with a new social media influencer platform (“TEST”) to engage custom audiences on social media. The brand’s hypothesis was that the TEST platform could provide increased budget efficiency and higher performance than the current platform (CONTROL), as the current platform mostly buys ad directly on Facebook whereas the TEST platform claimed to find audiences for content specific to the social media platform such as Facebook, Twitter and Reddit.

Marketing Technology Innovation & Brand teams engaged Kvantum to: