Did you know that 63% of consumers say they’ve made a purchase based solely on an influencer’s recommendation? More and more consumer packaged goods brands are turning to influencer marketing in order to increase brand awareness and boost sales. 

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What are Consumer Packaged Goods brands?

In short, Consumer Packaged Goods (CPG) brands are products customers use regularly and therefore need to restock frequently, such as food, beverages, over-the-counter pills and supplements, cleaning supplies, and beauty products. These brands are integral in our daily lives as they provide the essentials and conveniences that people rely on for their well-being. 

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As you can imagine, the CPG industry is highly competitive - there is a consumer packaged good for pretty much everything you may need that can be delivered almost immediately to your door. However, in order to stand out in this overly saturated market, CPG brands need to be proactive in their marketing efforts - making sure to specify their offering, goals and what customers can expect from the product/service. And, that’s where influencer marketing comes in. 

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Why influencers are great marketers for consumer packaged goods brands

An increasing number of consumer packaged goods brands are turning to the expertise of influencers to amplify their sales efforts. With their authentic voices, engaged audiences, and niche understanding, content creators offer a compelling avenue to showcase CPG brands and their products in an engaging and relatable manner. 

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Here are just a few reasons why influencer marketing and consumer packaged goods brands are the perfect combination: 

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• Authenticity and trust: Influencers often have a dedicated and engaged audience that trusts their opinions and recommendations. When an influencer promotes a CPG product, it can create a sense of authenticity and credibility, leading their followers to trust the brand and its offerings more. 
• Reach and awareness: Content creators have a substantial following across various social media platforms, which provides CPG brands with access to a large and diverse audience. Leveraging influencer partnerships can significantly increase brand awareness and reach new potential customers. 
• Targeted marketing: Influencers often specialize in specific niches or industries. Partnering with influencers relevant to your CPG brand's target audience ensures that your product is promoted to the right demographic, leading to more effective and targeted marketing.
• Product demonstrations and reviews: Influencers can create engaging content showcasing the CPG product in action, demonstrating its features, benefits, and real-life use cases. Such demonstrations and reviews can be more persuasive than traditional advertising and can help potential customers make informed purchasing decisions.
• Foster brand loyalty: By collaborating with influencers who align with the brand's values and personality, consumer packaged goods brands can build stronger connections with their target audience. This, in turn, can foster brand loyalty and encourage repeat purchases.
• Cost-effective marketing: Compared to traditional advertising channels, influencer marketing can be more cost-effective, especially for small and medium-sized consumer packaged goods brands. It allows brands to tap into an existing audience without investing heavily in creating and promoting their own content.
• Data and insights: Many content creators provide valuable data and insights about their audience, including demographics, interests, and engagement metrics. Brands can use this information to refine their marketing strategies and make data-driven decisions.
• Adaptability and flexibility: Influencer marketing campaigns can be tailored to suit various objectives, whether it's launching a new product, driving sales, or increasing brand awareness. Brands can work with influencers on different types of content, such as reviews, sponsored posts, contests, and more.
• Social proof: Influencers often serve as social proof for the brand and its products. When followers see an influencer they admire using and endorsing a CPG product, it reinforces the product's value and can lead to increased consumer confidence and conversions.

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Consumer packaged goods brands that nailed influencer marketing

Magic Spoon

Magic Spoon has a variety of different cereals that all contain high-protein, low-carb, less sugar, grain free and gluten free - without affecting the taste of some of our favorite children cereals. You can choose between variety packs of 4-packs of cereals, 6-packs of cereals, or even building your own bundle. 

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Since 2012, Magic Spoon has sponsored over 1,000 YouTube channels, racking up over 560M views. They have sponsored a wide range of YouTubers, including news-focused channels, foodie channels, nerd culture channels, technology channels, and more.

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Care/of

Care/of is a monthly subscription supplement brand that personalizes vitamins for the custom’s specific health needs. Customers fill out an in-depth, quite personal ‘quiz’ and are then offered a personalized recommendation of vitamins and supplements. The vitamin and supplement concoction is automatically delivered in one package to the customer’s door on a regular basis. The daily dosages are packaged together in a little packet, making it super convenient (and impossible to forget!). 

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Since 2017, Care/of has sponsored over 500 YouTube channels, racking up over 190M views. Although Care/of is designed to cater to both men and women, the wellness brand mostly sponsors female YouTubers, especially in the lifestyle category. Some of the channels they’ve consistently sponsored include Gracie O’Connor, Gretchen Geraghty, and Joie in Life. Interestingly, Care/of has sponsored Brad Mondo 3 times over the last few years and this partnership has garnered the brand close to 6M views. This is a great partnership because, although most of Brad Mondo’s viewers are female, the creator is showcasing the products relevancy for males as well.   

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Manscaped

Manscaped offers grooming tools that help men take care of their private (ahem, ‘hard to navigate’) areas with safe, precise tools. All their products stick to the ‘manscaping’ concept, offering tools such as the ‘Lawn Mower’, the ‘Weed Whacker’, the ‘Shears’, and the ‘Crop Preserver’. Manscaped’s product line was created specifically for a man’s distinctive grooming needs featuring specially formulated products to cleanse, moisturize, and deodorize, as well as tools engineered to give a man a close and refine appearance. 

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Recommendation: How to get sponsored by Manscaped

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Manscaped has been sponsoring on YouTube for years! The male grooming brand has partnered with over 4,000 YouTube channels and have garnered over 3B views! In order to emphasize that Manscaped is important for any and all men, the brand has sponsored a wide variety of male-focused channels, including Linus Tech Tips, Patty Mayo, and New Rockstars. During a Manscaped sponsorship ad, the creator emphasizes the main, important points -  precise tools and skin-safe technology. And, luckily, the YouTubers don’t show how the tools are used, although a rare few show the results. 

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Here's one of our favorite Manscaped partnerships:

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BarkBox

BarkBox is a dog subscription that sends toys, treats, and chews each month. Each box is curated for your dog based on their weight and allergies (chicken, turkey, and beef allergies). There is a new theme each month, so its exciting for the dog and owner! 

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Now, when it comes to influencer marketing, BarkBox makes sure to partner with YouTubers that have a furry companion - obviously. How else can the creator show how excited a dog gets when receiving their box to their door? Due to this specificity, BarkBox has only sponsored around 200 YouTubers, but these creators helped the brand garner over 240M views. One of their most successful partnerships is with Zak George’s Dog Training Revolution (3M subscribers). BarkBox has sponsored this dog-focused channel over 30 times, racking up 13M views! 

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Recommendation: How BarkBox's influencer marketing makes customers sit and stay

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BarkBox and Zak George’s Dog Training Revolution is a great partnership because viewers turn to this channel for dog care tips and tricks. During the ad read, the creator makes sure to emphasize why BarkBox is so ideal for furry companions and how it can help you better take care of your pet. This YouTuber is also a master at seamlessly transitioning into the ad read!

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HelloFresh

HelloFresh delivers prepared ingredients needed for a specific meal, enabling the customers to prepare the meal themselves using recipe cards. Customers can choose a plan that works best for their lifestyle, such as family-friendly, pescatarian, quick and easy, fit & wholesome, etc. They can also specify how many people will be eating each meal and how many meals they plan to cook during the week. Each week, you get to choose from a wide selection of recipes and they’ll deliver it to you within that week. 

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HelloFresh’s product and service are ideal for influencer marketing because it's visually appealing and can be promoted in a variety of ways (according to the niche and target audience). HelloFresh’s tactic is to allow the influencer to promote their product in the most authentic way possible, such as sharing a personal element - “I’ve had a busy day with the kids and don’t have the energy to cook a nutritious, filling meal - thankfully, I have a HelloFresh meal waiting to be prepped and cooked”. 

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Recommendation: What is HelloFresh's recipe to success?

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HelloFresh has sponsored many many YouTubers - over 5,000 different channels! Over the years, they have garnered over 3.6B views - that is a lot of great exposure for the brand (especially in the super saturated food-delivery consumer packaged goods market). One of their most successful partnerships has been with iilluminaughtii - HelloFresh has sponsored this channel over 100 times, racking up over 60M views! 

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The partnership between influencer marketing and consumer packaged goods (CPG) brands is reshaping how we connect with products. With influencer marketing valued at a whopping $16.4 billion in 2022 and 93 percent of marketers leveraging influencers, it's clear this collaboration is here to stay. By tapping into influencers' authentic rapport with their followers and their knack for showcasing CPG products in relatable ways, a new era of engagement and trust has emerged. This fusion of authenticity and targeted outreach promises to keep captivating consumers, revolutionizing product discovery, and reshaping the marketing landscape.

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Are you ready to find influencers to book for your next campaign? Get started now!