New research · 300+ enterprise FMCG marketers · UK & US
Every time your campaign ends, you’re starting over. This playbook shows you how to give your products a new shelf life in culture
The Influence & Advocacy OSTM for Enterprise FMCG’s to extend demand beyond the campaign window and build proof that keeps selling.
Enterprise FMCG brands are investing in influence, but too often the value disappears when the campaign ends. Attention spikes for that moment, memory fades and the next activation has to re-earn consumer attention from scratch.
That reset is getting more expensive.
Best Before: Your Next Campaign reveals why and how enterprise FMCG teams can stop treating influence as a late-stage campaign add-on and start using it as a system for building durable demand that works between peaks and not just during them.
Based on research with 300+ senior FMCG marketers across the UK and US, we’ve mapped exactly where the gap is widening between culture, creators, planning cycles and consumer behaviour – and built the Influence & Advocacy Maturity Model™ so your team can assess where you stand today and what to do next.
What to expect inside:
1. The loyalty reset: why heritage no longer guarantees repeat purchase
2. The moving shelf: how social, creators and conversation now shape discovery
3. The challenger advantage: why speed-to-proof beats speed alone
4. The campaign trap: why burst-led influence keeps expiring
5. The operating system: how to keep belief warm between peaks
6. The maturity model: where your brand sits today and steps to move forward
