Community building plays a pivotal role for CPG brands. Firstly, it cultivates brand loyalty by fostering a sense of belonging among customers, which results in sustained purchases. Secondly, it acts as a potent word-of-mouth marketing channel as satisfied community members are more likely to advocate for the brand, effectively expanding its reach. Additionally, communities offer valuable insights for product development, enhancing trust and transparency, and serving as a source of market research.
Here are some brands that have embraced community building as a source of growth:
RXBAR: RXBAR, a protein bar brand, has a transparent and straightforward approach to its ingredients. They engage with their community through social media, where they share customer testimonials and stories, creating a sense of trust and connection.
Vital Proteins: Vital Proteins, specializing in collagen-based supplements, has built a loyal community of health-conscious consumers. They use social media and influencer partnerships to share user-generated content, recipes, and success stories.
KIND Snacks: KIND Snacks focuses on creating healthy snack bars. They have established a "KIND Movement" and actively engage with their community through social media, emphasizing kindness, philanthropy, and sharing stories of acts of kindness.
Chobani: Chobani, a Greek yogurt brand, is known for its community-centered approach. They have a program called "Chobani Community Impact," where they partner with various organizations and initiatives to promote health and wellness.
Huel: Huel offers nutritionally complete meal replacements. They have an active online forum where customers can share their experiences, recipes, and tips for using Huel products effectively, fostering a supportive community.
Kettle & Fire: Kettle & Fire, known for its bone broth products, has built a community around the benefits of bone broth and a paleo lifestyle. They engage with their audience through social media and content marketing.
Brand communities encourage interactions, generate user-generated content, and provide an emotional connection with customers, contributing to a competitive advantage and brand success.