Evolving CPG to Consumer Lifestyle
PANOS Brands® is a consumer packaged goods company created to manage a unique and defined portfolio of specialty food and beverage brands. In late 2016, Panos approached Percepture to upgrade the digital and social presences for 3 of it’s key brands: Amore® (Authentic Italian cooking pastes and filled pastas), Andrew and Everett® (Artisan cheeses) and KA-ME® (Authentic Asian flavors in easy-to-use products). Millennials were a key demographic and the brands needed to broaden their appeal and identity to reach these digitally-savvy shoppers.
Our solution was an influencer campaign, content hub and syndication strategy designed to evolve the way consumers perceived and engaged with the brand beyond traditional PR and media relations in just 60 days.
Leveraging the Popular Pays platform, we mobilized creators around our brands’ promise, key differentiators and messaging pillars to create beautiful photography, engaging articles and modern recipes that brought our products to live in new and enticing ways.
We centralized our content in agile hubs housed on Tumblr—allowing us to optimize workflow with our client and accelerate our go-to-market timing. In addition to our owned Facebook and Instagram channels, our content hubs provided an additional secondary channel that allowed for organic growth and interest in our content via the Tumblr feed.
Finally, we drove massive impressions and engagement via strategic targeting and continuously-optimized publication placement via Outbrain syndication.
May 13, 2019