Creator marketing for CPG
Match the right content to the right audience at national scale — Coca-Cola sourced 3,500+ creator images across nine brands in one program.
What CPG content has to do
Consumer packaged goods has a combinatorial problem. A portfolio brand needs creative per product, per audience, per season and per retail partner, and the number of required assets multiplies far faster than any studio budget grows. Most CPG content programmes break here rather than on creative quality.
The second constraint is that CPG lives on other people's shelves and other people's websites. The decisive moment often happens on a retailer's product page, not your own, so content that cannot legally be syndicated there is doing only part of its job.
So the work is production at genuine volume with per-SKU and per-audience variation, rights cleared once so the same asset can move from social to your product pages to a retail partner's, and enough structure in the library that a brand manager can find what already exists before commissioning it again.
Built for CPG
A CPG portfolio is many brands, many SKUs and many retail partners at once. The hard part is not making content — it is making the right content for each combination without the cost multiplying by every cell in the grid.
- Multi-brand and multi-SKU management
- Consumer UGC at scale
- Retail syndication to partner sites
CPG questions, answered.
By briefing for variation rather than commissioning one-offs. A single brief structure can be run across creator cohorts to produce many genuine variations of the same idea, which is how volume gets reached without a proportional increase in cost. The alternative, commissioning each asset individually, is what makes CPG content budgets unmanageable.
Only if the rights were cleared for it, and most standard creator agreements are narrower than teams assume. Usage scoped to one brand's organic social cannot be reassigned to a sibling brand or to paid media. We clear rights at production so the permitted uses are explicit rather than discovered later.
It is arguably where it matters most, since for many CPG products the purchase decision happens on a retailer's site rather than the brand's own. The requirement is that the content was licensed for that use from the outset, and that it can be matched to the right product automatically rather than placed by hand.
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