Specialty retail · Social
National CPG · Social
Always-on after the brand split.
Selected missions, names withheld.
2
Voices held
−31%
Off-claim, 90 days
+11%
Social sell-in
Situation
A national CPG company had split a heritage brand into two. The site was two. The feed was still one, louder, with retailer co-op posts that used the retired lockup. Paid was buying both names into the same confusion.
Selected work of the practice. Not a named food, beverage, or household company.
Work
- Diagnose: which claims belonged to which brand, where retailer posts could never ship, which assets were legally dead.
- Build: two editorial systems, one calendar, a stop rule for co-op. Modules a brand team could run without a studio.
- Run: weekly editorial. Incident language for the day a retailer posted the old pack. Paid forbidden from covering a missing week.
- Hand back: voice rules per brand, a claims list, a calendar. Retailer guidelines written so sales could say no.
What changed
- Two voices held without collapsing. Off-claim posts −31% in 90 days.
- Social-assisted sell-in +11% in two quarters once the feed matched the pack.
- Retailer co-op stopped using the retired lockup.
Also: Meta + TikTok. Retailer pages on a kill list.
Contact us“The split was a legal event. She made it a feed.”
More work
DTC wellness · Social + email