Earlier this year, I Can’t Believe It’s Not Butter launched two new product lines: It’s Vegan and It’s Organic. The brand went against the grain when it came to advertising them, opting out of social media promotions and spending on unbranded search terms in favor of display ads on websites and niche search terms. What might have been a slippery slope for the social media-free brand became a strategy for success, according to L2’s CPG: US Launches report.

In contrast, many brands are flocking to social media to promote their products. If they haven’t already found a home within social media, they plan to. A survey by Gartner found that 64% of CMOs plan to increase investments in social marketing.

Although deliberately avoiding oversaturated social platforms in favor of niche lifestyle websites was a bold move, it seems to have churned out rewards. The butter brand made the decision to prioritize targeted ads on context-relevant sites, enabling it to achieve strong search performance against vegan and organic search terms on Google.

Additionally, many brands bid on high traffic keywords, but I Can’t Believe It’s Not Butter once again did the opposite. By targeting unique, vegan- and organic-specific keywords, the brand was able to cost-effectively spread news of their products to an audience with appropriately aligned interests. This method resulted in visibility on crucial keywords where established players in the space already had organic success.

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