Best Practice Media drives awareness, trial, and repeat purchase for consumer packaged goods brands — through performance creative, paid social, TikTok Shop, SEO, and digital PR that builds the brand equity and sales velocity CPG brands need to grow at retail and DTC.
$40M
+
200
+
33
%
"Working with Best Practice Media has been one of the best decisions I've made for my business. Sales are up nearly 6x and our ROAS is on pace to double."
Jake Lovasz — CEO, Integral Truck
what we do
for you.
Every channel working in concert — tailored to the specific demands of your industry.
Google and Microsoft Bing PPC management. Capture demand at the moment of highest intent.
Meta, TikTok, LinkedIn, Pinterest, Snapchat. Full-funnel campaigns built to convert — not just click.
SEO strategy, content, and technical optimization. Compound growth that builds equity over time.
Performance video, static ads, UGC, and motion graphics — creative built from data, tested on real audiences, and refreshed before it fatigues.
Trade press placements, lifestyle media coverage, and consumer publication features that build brand recognition with both buyers and retail partners.
End-to-end TikTok Shop management covering product setup, affiliate creator programs, LIVE shopping strategy, and Shop Ads that turn attention into direct revenue.
Industry-specific expertise means faster results and fewer costly mistakes.
Most CPG brands operate across both DTC and retail — and digital marketing strategy needs to serve both. DTC campaigns drive direct revenue and own the customer relationship. Retail-focused marketing builds the brand equity and household penetration that drives velocity on shelf. We build programs that serve both objectives simultaneously.
CPG marketing requires investing in both brand equity and performance response. Pure performance marketing without brand building produces diminishing returns as audiences fatigue and CPMs rise. Pure brand marketing without performance measurement wastes budget. We find the right balance for your stage of growth and category.
CPG brands live or die by their content — recipe videos, lifestyle photography, product demonstrations, and creator-native UGC that makes the product tangible and desirable. We build content programs that generate the volume of high-quality creative CPG brands need to stay competitive across paid and organic channels.
CPG growth is fundamentally about increasing household penetration — getting more households to try your product — and increasing purchase frequency among existing buyers. We build marketing programs that address both: prospecting campaigns to acquire new households and retention programs that drive repeat purchase and build brand loyalty.
The highest-leverage channels for your vertical — prioritized by ROI, not trend.
The highest-volume paid social channel for most CPG brands — reaching massive audiences with lifestyle content, product demos, and targeted retargeting.
Recipe content, product demos, unboxing, and creator-native formats that drive TikTok Shop purchases and build brand awareness at scale.
High-intent visual search for food, beverage, beauty, wellness, and household brands — reaching consumers actively planning purchases.
Product listing ads capturing CPG buyers with purchase intent — supporting DTC sales and retail demand simultaneously.
Creator seeding, affiliate programs, and UGC production — the authentic social proof that drives CPG trial and builds brand credibility.
Consumer publication placements, food and lifestyle media coverage, and trade press — building brand recognition with both consumers and retail buyers.
Consumer packaged goods marketing has shifted dramatically toward digital — and brands that win in CPG today are the ones that can build authentic brand equity and drive measurable sales simultaneously. The old model of TV-heavy brand building funded by trade spend is increasingly supplemented by performance social, creator-native content, and platforms like TikTok Shop that collapse the discovery-to-purchase journey into a single native experience.
Best Practice Media has built dedicated CPG marketing expertise across food and beverage, wellness, beauty, household products, and personal care. We understand the unique dynamics of CPG: the role of trial in driving repeat purchase, the relationship between brand building and retail velocity, and the content formats that drive CPG purchase intent across paid and organic channels
TikTok Shop has become one of the most important sales channels for CPG brands. Food and beverage, beauty, wellness, and household products are among TikTok Shop’s highest-performing categories — driven by demonstrable products, strong creator culture, and audiences that respond enthusiastically to product discovery through authentic content.
The key to TikTok Shop success for CPG is building a creator affiliate program that generates the volume of authentic product content the algorithm rewards — not just running paid ads. Our team manages the full TikTok Shop program: product setup, affiliate creator recruitment and management, paid amplification of top-performing creator content, and ongoing optimization of conversion rates and GMV.
Paid social is the primary digital performance channel for most CPG brands. Meta (Facebook and Instagram) delivers the broadest reach and the strongest retargeting capabilities. Pinterest is uniquely effective for food, beverage, beauty, and home categories — reaching users in high-intent planning and discovery mode. TikTok reaches younger demographics and drives impulse purchase for brands with demonstrable products.
CPG paid social requires a creative strategy that goes well beyond banner ads. Lifestyle content, recipe videos, usage demonstrations, and UGC-style creator footage are the formats that drive CPG purchase intent. Our creative and paid social teams build CPG campaigns as an integrated system — creative strategy, production, and media management under one roof.
The most effective CPG digital marketing typically combines paid social (Meta, TikTok, Pinterest) for awareness and purchase intent, TikTok Shop for creator-native commerce, Google Shopping for demand capture, and digital PR and UGC for authentic social proof. Content quality and volume are critical — CPG brands that win in digital produce significantly more creative assets than those that don’t.
TikTok Shop is particularly well-suited for CPG brands with demonstrable, impulse-friendly products in categories like food and beverage, beauty, wellness, and household. If your product can be shown in a compelling 30-second video and your customer skews under 45, TikTok Shop is worth serious investment. We manage TikTok Shop end-to-end for CPG clients across product setup, affiliate programs, and paid amplification.
CPG brands need both brand building and performance marketing. Brand building creates the awareness and affinity that makes performance marketing more efficient. Pure performance marketing without brand building produces diminishing returns as audiences fatigue. We build programs that allocate budget appropriately between upper-funnel brand investment and lower-funnel demand capture — calibrated to your stage of growth and category.
UGC (user-generated content) and creator-native content are essential for CPG because they provide the authentic social proof that drives trial. A recipe video from a real creator using your product converts more effectively than a polished brand ad. We manage creator seeding, affiliate programs, and UGC production for CPG clients — building the content volume that competitive CPG brands need to stay visible across paid and organic channels.
Yes. Most CPG brands we work with operate across DTC, Amazon, and retail channels. Digital marketing serves different functions for each: DTC campaigns drive direct revenue and customer data. Retail-focused campaigns build brand equity and household penetration that drives velocity on shelf. We build programs that serve both objectives, with budget allocation and KPIs tailored to each channel’s role.
Creative is the most important performance variable in CPG paid social. The CPG brands that consistently outperform their competitors produce more creative variations, test more aggressively, and refresh assets before fatigue sets in. Our creative team produces lifestyle content, recipe video, product demos, and UGC-style assets specifically designed for CPG conversion — and our paid social team tests and scales the winners.
We work across CPG subcategories including food and beverage, wellness and supplements, beauty and personal care, household products, pet care, and baby and family products. Each subcategory has distinct creative requirements, platform preferences, and seasonal patterns — we bring subcategory-specific experience to every engagement.
THE RESULTS.
DONT LIE
Real numbers from real CPG clients.
CPG / Food & Beverage
4.1x
ROAS improvement for a food and beverage brand after restructuring their Meta campaigns and launching a TikTok creator affiliate program in the first 60 days.
Read the case study
Beauty / Wellness
$340k
In TikTok Shop GMV generated in 90 days for a wellness brand — driven by a 50+ creator affiliate program and paid amplification of top-performing creator content.
Read the case study
work with bpm
Ready to Scale
Your CPG Brand?
Book a free strategy call. We'll review your current channel mix and map out what a high-performance CPG marketing program looks like for your brand.