I’m thrilled to sit down with Zainab Hussain, our esteemed retail expert and e-commerce strategist, who brings a wealth of experience in customer engagement and operations management. Today, we’re diving into the innovative social-first marketing strategies that are reshaping how major consumer goods companies connect with digitally savvy audiences, particularly Gen Z. In this conversation, Zainab will share insights on the shift toward social media as a primary advertising channel, the power of influencer partnerships, the role of AI and real-time data in modern marketing, and how cultural relevance drives engagement and conversions. We’ll also explore standout campaigns and product innovations that have tapped into viral trends and local tastes. Let’s get started!
How do you see the decision to allocate a significant portion of advertising budgets to social media shaping the future of marketing for consumer goods companies?
I think it’s a game-changer. Social media isn’t just a platform for ads anymore; it’s where culture happens, especially for younger audiences like Gen Z. Allocating half of an ad budget to social channels signals a deep understanding of where consumers are spending their time and how they’re making decisions. It’s about meeting people where they are, whether they’re scrolling through TikTok or getting recommendations on Instagram. This shift prioritizes real-time engagement over traditional, one-way advertising, allowing brands to build communities and spark conversations that feel authentic and relevant.
What’s behind the massive increase in influencer marketing spend, and how does working with a larger number of influencers impact brand reach?
Influencer marketing is booming because it’s rooted in trust. Consumers, especially younger ones, often value recommendations from people they follow over traditional ads. Increasing the budget and working with 20 times more influencers means brands can tap into diverse niches and micro-communities. It’s not just about reach; it’s about relevance. More influencers allow for hyper-targeted content that resonates with specific demographics or interests, amplifying both authenticity and engagement across different platforms.
Can you unpack what a ‘social-first, AI-enabled, and data-driven’ marketing model looks like in practice for a global brand?
Absolutely. A social-first approach means that every campaign starts with social media in mind—how will this play on TikTok or Instagram before it even hits other channels? AI comes in to streamline content creation and optimize ad placements by analyzing massive amounts of data to predict what will resonate. Meanwhile, real-time data drives decisions on the fly, allowing brands to tweak campaigns based on immediate feedback like engagement rates or trending hashtags. Together, this creates a dynamic, responsive strategy that’s always evolving to match consumer behavior.
How does the concept of ‘culture that converts’ influence the way brands design campaigns today?
‘Culture that converts’ is about embedding a brand into the moments and movements that matter to people. It’s not enough to just advertise; brands need to shape or reflect culture—think viral challenges or everyday rituals like a late-night snack. This approach influences campaigns by prioritizing relevance over polish. It’s about creating content that feels like it belongs in a consumer’s world, sparking emotional connections that drive not just views, but purchases and loyalty.
I’d love to hear more about campaigns like #VaselineHacks on TikTok. How does a brand identify and capitalize on organic viral trends like this?
Campaigns like #VaselineHacks show the power of social listening. Brands need to monitor platforms for organic trends—hashtags, challenges, or user-generated content—that align with their products. In this case, Gen Z was already sharing creative uses for Vaseline, so the brand jumped in by validating those hacks with expert input and branding them as ‘verified.’ It’s about amplifying what’s already happening naturally, rather than forcing a narrative, which builds trust and boosts visibility through authentic engagement.
How do real-time cultural and snacking trends translate into product innovations, like those seen in the ice cream segment?
Real-time trends are gold for product innovation. For ice cream, it’s about tapping into what’s hot—whether it’s a global food craze like Dubai-style chocolate or a local flavor preference like chili in Mexico. Social media provides instant insights into what consumers are craving or talking about, and brands can use that to develop products that feel current and exciting. It turns a simple treat into a cultural moment, driving demand by tying the product to a lifestyle or trend that’s already buzzing.
What role does technology, particularly AI, play in enhancing marketing execution and improving consumer relevance?
AI is a powerhouse in marketing today. It automates content creation, like generating visuals or copy tailored to specific audiences, and optimizes media plans by predicting where ads will perform best. It also analyzes consumer behavior in real-time to ensure content feels relevant—think personalized ads based on browsing habits. For consumers, this means seeing content that feels made for them; for brands, it’s about efficiency and higher returns on investment by focusing on what works.
Can you share how social commerce ties into these strategies and helps turn content into conversions?
Social commerce is the bridge between inspiration and purchase. Platforms like Instagram and TikTok now have built-in shopping features, so when a consumer sees a product in a post or video, they can buy it without leaving the app. This seamless experience reduces friction and capitalizes on impulse buying. By integrating shoppable content into campaigns, brands turn engagement—likes, comments, shares—into direct sales, making social media not just a marketing tool, but a revenue driver.
What’s your forecast for the future of social-first marketing in the consumer goods industry?
I believe social-first marketing will only grow as the primary way brands connect with consumers, especially as younger generations dominate purchasing power. We’ll see even deeper integration of AI and data analytics to personalize experiences at scale, and platforms will evolve to offer more immersive, interactive formats—think augmented reality try-ons or live-stream shopping. The focus on authenticity and cultural relevance will intensify, with brands needing to act more like community members than advertisers to stay relevant and drive loyalty.
