Beyond Social Media: How Modern CPG Brands Are Reimagining Customer Relationships

Beyond Social Media: How Modern CPG Brands Are Reimagining Customer Relationships

In a CPG landscape crowded with digital noise, Aaron Younessi brings over two decades of hands-on experience and fresh perspective to the conversation about customer engagement. As the founder of Fr-Action Sales Management and former VP of Retail Strategy at Hella Cocktail Co. , Younessi has navigated the entire spectrum of brand-customer relationships—from direct store merchandising to executive strategy. His journey, which includes growing brands like VOSS, IWON Organics, and Hella Cocktail Co., offers unique insights into how modern CPG brands can build lasting customer connections in today's competitive market.

The Evolution of CPG Customer Engagement

The traditional landscape of CPG customer engagement has been dominated by social media posts and automated emails, a strategy that's showing its age in today's hyper-connected world. "You have seconds to appeal to them and hope that your content is captivating enough to stop scrolling," Younessi explains, highlighting the fundamental challenge brands face. "Social media is hard enough to compete for people's limited attention, and to capture that attention as a brand is even harder."

This challenge is compounded by the sheer volume of content competing for consumer attention. Brands find themselves in an endless cycle of content creation, hoping each post will be the one that breaks through the noise. The reality, as Younessi points out, is that "to repeat that with every post is next to impossible."

The Digital Engagement Dilemma

The real hurdle isn't just getting attention—it's maintaining meaningful connections in a way that drives genuine customer loyalty. "Mailing lists can fall prey to the same issues," Younessi notes. "Is your subject line interesting enough to want to click on it and read it? Are you offering a solution, something enjoyable, a special offer?" The traditional approach of bombarding customers with content often leads to diminishing returns, with many customers hitting the "unsubscribe" button out of sheer fatigue.

This realization led to a crucial insight: successful customer engagement requires more than just consistent posting—it demands authentic connection. The challenge for CPG brands became not just how to reach customers, but how to create meaningful interactions that build lasting relationships.

Transforming Transactions into Experiences

At Hella Cocktail Co. ., this realization translated into a complete reimagining of customer engagement. "Our philosophy of 'elevated choice' means we're not just offering products—we're curating experiences that inspire creativity and connection," Younessi shares. This transformation manifested in multiple innovative initiatives.

The flagship example was the "Hella Happy Hour" campaign, which combined virtual mixology classes with influencer partnerships. Participants could use Hella products to craft their own signature drinks, learning from experts while connecting with a community of like-minded enthusiasts. The result? A flood of user-generated content and a remarkable 35% increase in repeat purchases from event participants.

But the transformation went beyond virtual events. "Digital and physical aren't separate worlds—they're extensions of the same story," Younessi explains. This insight led to the implementation of innovative omnichannel strategies, such as QR codes on in-store displays that link to cocktail recipes and pairing ideas. These simple yet effective touchpoints transformed quick grab-and-go purchases into opportunities for deeper brand connection.

Building Authentic Community Connections

The key to sustainable customer relationships proved to be authentic community building. Hella's approach, encapsulated in their motto "Minority Owned, Community Grown," demonstrates how genuine brand personality drives engagement. This isn't just a marketing tagline—it's a philosophy that permeates every aspect of their customer engagement strategy.

"In retail, this translates to creating spaces—both in-store and online—that feel welcoming and approachable," Younessi explains. The company implemented a multi-faceted community-building approach:

• Hosting regular tasting events that bring customers together
• Featuring diverse mixologists in their content to represent their inclusive community
• Collaborating with local businesses for pop-up events
• Creating recipe-sharing challenges that encourage customer creativity
• Developing an inclusive loyalty program that rewards engagement beyond purchases

The results speak for themselves: a 25% increase in loyalty program sign-ups and a significant boost in repeat purchases. "People want to feel like they're part of something bigger," Younessi observes, "and when we create those opportunities, they show up—and they stick around."

Key Insights for Modern CPG Brands

Through his experience, Younessi has identified several crucial principles for successful customer engagement in today's CPG landscape:

1. Seamless Integration of Digital and Physical The most successful engagement strategies treat digital and physical channels as complementary rather than separate. Simple innovations like QR codes on in-store displays can bridge this gap, providing additional value and context to the shopping experience while building deeper brand connections.
2. Authentic Personalization "People want to connect with people," Younessi emphasizes. This explains why reality shows continue to grow in popularity and why influencers have become such a powerful force in marketing. The most effective personalization goes beyond algorithmic recommendations to create genuine human connections. For example, Younessi points to the success of founder-perspective content that shares authentic experiences rather than direct sales pitches.
3. Distinctive Brand Personality "Every year there are more and more offers in any given category," Younessi notes. "Branding is going to be key for any engagement." He advocates for developing a strong, consistent brand personality rather than trying to appeal to everyone. "A brand that tries to be something to everyone or has a personality that isn't consistent isn't going to win. I believe it is better to have a solid small following that loves your brand and its personality even if lots of people hate your brand's personality, versus a lot of lukewarm people that can take or leave your brand because it makes no impact on them."

Looking Ahead: The Future of CPG Customer Engagement

As we move toward 2025, successful CPG brands will differentiate themselves through authentic community building and seamless omnichannel experiences. The future belongs to brands that can create genuine connections while providing value at every customer touchpoint.

The most successful brands will be those that can:

• Create meaningful experiences that transcend traditional product offerings
• Build authentic communities around their brand values
• Maintain consistent brand personality across all channels
• Transform casual customers into passionate brand advocates
• Leverage technology to enhance rather than replace human connection

The era of purely transactional relationships in CPG is ending. In its place, a new paradigm is emerging—one where brands don't just sell products, but create experiences, build communities, and foster genuine connections with their customers.

How is your brand balancing digital engagement with authentic community building??