FMCG marketing

How to give your FMCG Brand advocates Control of…

How to get your customers to make big waves with your FMCG brand?

What happens when you get your consumers to send you photos of them using your product? Well in Up and Go’s case they go nuts. Below is a screenshot of some of the photos NEW Up and Go Energize drinkers have been sending in to show how extreme they are.

Up and Go Energize giving extreme drinkers a voice

So how in the world can Up and Go get this to happen. Here are 4 rules to follow if you want to get user generated content from your advocates.

How to get User Generated Content from your FMCG Brand Advocates?

1. Ensure your brand is loved – If no one loves your brand your not going to get good User generated content, your going to get bad user generated content. If more than 5% of traffic in your niche go to you need to do something about it. Now, dont put your brand on show and let people shoot it down. Get your CEO on a blog to personally answer each question openly and honestly. If your brand is under heat right now and there are some customers who dont love you right now e.g. James Hardie(Killing people), Telstra (Poor share price), BHP (Too much uranium and digging up the earth), Ford (Too much pollution) or JetStar (Treating people like herd animals, hey, i dont feel like that on Virgin?? They make it fun!) stay away from this space.
2. Give them to tools – Make sure its easy and in laymens terms what you need to do in order to get my picture on the website. Assume I am a 2 year old and give me 1 simple function I need to do in order to make me famous.
3. Make sure you page can be viral – If your entire site is flash make sure there is a URL people can still forward to their friends. One of the drawbacks of pure flash websites is that its almost impossible to send someone a link to the content inside the flash to show somone else what you see. Even easier is to just give them a little button to tell someone else.
4. Choose your tribe of people you want interacting – Be selective and just get people who are super keen together. In Up and Go’s case we have the extremists. They are the kinda people who will go out there and wind surf one day and then go rock climbing in the afternoon. They will fly over to South America to climb a massive mountain that only 200 people have ever done. These are the people we have surrounding this brand and these are the ones who we want their content from because their peers will like it too.

FMCG marketing

As Seen in B&T: Freestyling into FMCG Online Marketing

Freestyle Media launches New FMCG Online Marketing Division
As Seen in B&T
Freestyling Into FMCG Online Marketing

Online marketing agency, Freestyle Media has launched a division dedicated to FMCG online marketing campaigns and will specialise in building one-on-one relationships between FMCG companies and their consumers.

Freestyle Media Director and Division Strategist, Fred Schebesta, said that the new division will bring a fresh approach to marketing FMCG online and further solidify Freestyle’s position as an established innovative online marketing agency.

“We have a depth of experience in FMCG, with many successful campaigns that have dramatically increased our client’s brand awareness.”

The FMCG Division will bring together specialists dedicated to FMCG campaigns working on strategy, search marketing, website development, email campaigns and banner advertising.

“We have found that online works so well for FMCG clients because it is accountable and translates to the consumer more effectively. They can take immediate action which means they can start developing or extending their relationship with the brand immediately.”

“FMCG campaigns can be very innovative and targeted. With email campaigns, by using a database of customers our clients are developing a on-on-one relationship with their customers. It is more cost effective and faster to email directly.”

“More importantly, especially for FMCG, online marketing dramatically increases brand awareness and drives sales. New Product development is also much more effective and easier as you simply ask your customers what they want,” said Mr Schebesta.

The Freestyle Media FMCG Division will cover campaigns including new product launches, product development and developing strategies for extending consumer relationships.

“Developing products can be guess work without testing. By asking customers what type of product and elements they would like is the key to a great product. Creating ideas and new concepts can also be done by the customers if the company has an existing relationship that has been established through online campaigns,” said Mr Schebesta.

Freestyle Media has launched a New blog dedicated to discussing strategies for marketing FMCG products online and can be accessed at

Fred Schebesta is ADMA’s Australian Young Direct Marketer of the Year. Freestyle Media is a fast-growing online marketing agency with 15 full-time staff with Group revenues exceeding $1.5M Annually.

Freestyle Media clients include Sanitarium, University of Newcastle, McDonalds Australia, Qantas Holidays, Laser Sight, Acer Computers, Dore Australia, Bausch & Lomb, Wide World of Sports, Fuji Xerox, Thomson Education Direct and Rabobank.

For further information:
Catriona Pollard
CP Communications, Ph: (02) 9969 9668, M: 0411 023 974,

About Freestyle Media
Freestyle Media specialises in driving traffic to websites and converts online customers into purchasers of products and services. Services include Online Marketing Strategy, Website development, Email Marketing, Banner advertising, Search Engine Marketing and Media buying and planning are Freestyle Media’s core business.
Fred Schebesta’s Blog