{"id":3161,"date":"2015-06-09T19:13:45","date_gmt":"2015-06-09T19:13:45","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=3161"},"modified":"2023-11-29T10:57:45","modified_gmt":"2023-11-29T10:57:45","slug":"using-social-media-reach-new-brand-fmcg-consumers","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/using-social-media-reach-new-brand-fmcg-consumers","title":{"rendered":"Using Social Media to Reach a New Brand of FMCG Consumers"},"content":{"rendered":"
Fast moving consumer goods (FMCG) brands<\/a> face a unique challenge when attempting to engage consumers. FMCG products are often seen as essential items, that people need to buy frequently, and that they often purchase on autopilot. Finding a brand they can depend on, and that\u2019s available at a reasonable price, is often enough to prompt them to continue purchasing that brand out of habit. Nielsen found that a combined total of 60 per cent of millennial and generation Z shoppers will happily pay extra for products produced from sustainable sources, while only 15 per cent of those aged 50 and over would consider it. So it is important that brands highlight their position on social responsibility through all channels to attract and retain consumers from a young age.
\nBut no sooner has the brand found a campaign that works for them, than the consumers change. So how do brands not only stand out in a fiercely competitive market but also stay on top of emerging trends among younger consumers?
\nFor example, consumers don\u2019t just want a good product for a fair price. Modern consumers have a whole slew of ethical concerns that they may consider before making a purchase decision.
\nDownload: FMCG: Social media and the consumer<\/a><\/strong><\/p>\nLooking beyond value for money<\/b><\/h4>\n
\nIn addition, millennials and generation Z know when a brand is trying to sell to them, and appreciate when a brand tries to engage them instead. They want to know what the real story is; being interested in authenticity and craving exclusive behind the scenes content is how to build a relationship with these generations.
\nMillennials place a high value on authenticity, and use social media as a way to express themselves, which is why 2014\u2019s #NoMakeUpSelfie<\/a> trend was so widespread. Brands like Dove are using this need for authenticity to create social media campaigns like Dove Real Beauty<\/a>. Campaigns that don\u2019t try to hard-sell products, but illustrate the values shared between the brand and its audience, can gain traction with these age groups. By taking its time to understand its audience and not use \u2018traditional\u2019 models in its campaigns, Dove has achieved significant brand awareness.<\/p>\nGive and take: rewards for personal data<\/h4>\n