Growing a CPG brand by 67% Through Social Media Marketing

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In 2019, Celebrity Goat Cheese was a relatively new brand with minimal awareness, striving to secure shelf space and win over consumers nationwide. The forward-thinking team at Atlanta, the brand’s parent company, recognized the importance of creating an appealing identity that resonated not only with major retailers like Publix and Costco but also with the shoppers frequenting those stores. To achieve this, they turned to Today’s Business, experts in social media strategy, to help build an engaged online fanbase and demonstrate to retailers why Celebrity Goat Cheese deserved a place on their shelves.build an engaged online fanbase and demonstrate to retailers why Celebrity Goat Cheese deserved a place on their shelves.

The Goals

#1 – Build a fanbase

#2 – Create sales at retail locations

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The Strategy

Our strategy focused on building a social media audience and collaborating with influencers to drive brand awareness, foster growth, and boost in-store traffic and purchase intent at local retailers.

The Execution

We created a series of campaigns to help reach our fanbase goal as well as drive retail sales of the product. Campaigns included:

Beyond the Board 

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Noticing a surge in people tagging us in their cheese board creations, we launched the Beyond the Board campaign. This contest invited top influencers and existing fans to showcase Celebrity Goat Cheese’s versatility by incorporating it into unique recipes. To encourage participation, we implemented a prize-based strategy, offering a cash reward to the winner. This approach allowed us to incentivize influencers at a lower cost while creating excitement among participants. The campaign successfully boosted consumer awareness and educated audiences on the many ways to use the product beyond traditional cheese boards.

Better Breakfast

celeb goat cs better breakfast contest

Research shows that goat cheese is a healthier alternative to cream cheese, as its fats are more soluble and easier to digest, while also offering more vitamins and minerals than cow’s milk cheese. To highlight this, we partnered with influencers to demonstrate how Celebrity Goat Cheese’s spreadable varieties are the perfect addition to breakfast. The campaign aimed to educate consumers on the benefits of choosing goat cheese over cream cheese, positioning it as a flavorful and nutritious option for their morning meals.

Grateful for Goat Cheese (Thanksgiving Boards)

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We leaned into the holiday charcuterie board trend by launching the Grateful for Goat Cheese campaign during the Thanksgiving season. Knowing that many people already love tagging us in their boards, we saw this as the perfect opportunity to engage them further. We launched a cash prize contest, encouraging participants to tag us in their charcuterie board creations. This low-cost campaign mainly involved product gifting and generated a significant amount of participation and impressions, as it was a natural fit and easy for people to execute during the holiday season.

Be The Goat

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To drive mass awareness and brand recognition, we partnered with top professional athletes to show that Celebrity Goat Cheese isn’t just for fancy charcuterie boards and gourmet recipes—it’s a versatile ingredient athletes enjoy in their everyday meals. Simple recipes like avocado toast, omelettes, and salads showcased how easily the product can be incorporated into a daily routine. Athletes also shared where to find Celebrity Goat Cheese, including retailers like Publix, Costco, H-E-B, and more. But it wasn’t just about being a “goat” on the field; we also featured everyday “goats”—parent influencers and beyond—showing how they embrace the goat lifestyle in their kitchens every day.

Taylor Swift Giveaway

Riding the wave of Taylor Swift’s massive pop culture presence, we tapped into the excitement by recognizing that many Swifties are also goat cheese lovers who could be following our brand. We launched a ticket giveaway contest where social media users created their best Taylor Swift-inspired Celebrity Goat Cheese lyrics, puns, and more, tying our brand to the pop icon herself. This fun and creative campaign generated nationwide awareness and attracted a surge of new followers, all while celebrating the connection between our brand and Swiftie’s love for both music and goat cheese.

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Results

2024

Went from $5,190,817 in 2019 to $8,700,000+ in 2024

67%

Increase in Sales
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+545%

Followers on Instagram

+1,131%

Engagements on Instagram

+53.8%

Impressions on Instagram

Takeaway

This significant growth in sales, followers, and impressions demonstrates the effectiveness of our campaigns in increasing brand awareness and consumer engagement.

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