National CPG · Social
Always-on after the brand split.
2
Voices held
−31%
Off-claim, 90 days
+11%
Social sell-in
Sectors / CPG · brand split
Consumer.
Pack, feed, and retailer co-op. A brand split is a legal event. It is not, by itself, a week.
Why here
A function already exists. The week does not.
National consumer brands already have brand, sales, and a social budget. After a split or a relaunch, the feed often stays one voice, louder, while the pack is two.
The practice sits there as an editor: two voices, one calendar, a kill list for retailer posts. Not a studio. Not a logo on a wall.
Typical missions
- Always-on after a brand split, before paid scales the confusion.
- Retailer co-op that cannot ship a retired lockup.
- Claims list the brand team can enforce without a workshop.
The first month
Constraint. What we hold. First 30 days.
Two packs, one feed
- What we hold
- Two editorial systems, one calendar
- First 30 days
- Which claims belong where; first week that can say no
Retailer co-op using a dead lockup
- What we hold
- Kill list, written guidelines sales can use
- First 30 days
- Stop the posts; name who can take them down
Paid covering a missing organic week
- What we hold
- Voice first; spend second
- First 30 days
- Four weeks of organic before the mix conversation
Consumer. Shape of the work, not a package menu.
| Constraint | What we hold | First 30 days |
|---|---|---|
| Two packs, one feed | Two editorial systems, one calendar | Which claims belong where; first week that can say no |
| Retailer co-op using a dead lockup | Kill list, written guidelines sales can use | Stop the posts; name who can take them down |
| Paid covering a missing organic week | Voice first; spend second | Four weeks of organic before the mix conversation |
Nested case
National CPG · Social
Selected missions, names withheld.
Next
If this is the sector you are in, send the constraint.
A conversation. Not a deck. The mission, the team, the constraint.
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