Identifying CPG Experts to Inform Content Strategy

Overview

Emporia helped a mid-sized marketing agency identify 25 CPG experts to inform content strategy for their client.

Situation

A mid-sized marketing agency was recently contracted by a CPG company looking to develop social media content franchises for a current line of products that are consumed by teens but purchased by their parents. The marketing agency wanted to conduct in-depth interviews with 25 CPG experts to understand the best approach to target this complex audience through content on Instagram and TikTok. Before engaging Emporia, the marketing agency spent two weeks messaging over fifty prospective participants on LinkedIn yielding only a handful of productive interviews.

Process

After trying this approach, the marketing agency turned to Emporia which used its proprietary sourcing engine to identify and then rank CPG experts from both academia and industry based on publications in academic journals, blogging platforms like Medium and articles published to LinkedIn.

Result

Using Emporia's sourcing engine and scheduling system, the client was able to recruit and arrange interviews with their target audience in 7 business days. Academics from universities like NYU, University of Southern California and Brown University weighed in alongside industry professionals from leading CPG brands.

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