Increase CPG Sales By Partnering with Hummingbirds

The way consumer packaged goods (CPG) brands approach influencer marketing is shifting. Today’s audiences crave genuine recommendations from people they trust — not glossy, polished ads from celebrities and mega-influencers that feel out of touch and impersonal. 

Just as you trust neighbors, friends, and colleagues for product recommendations, hyperlocal influencers in retail merchandising are shaping purchasing decisions in their communities. These creators bring authenticity, relevance, and personal connections to brands they support, making them invaluable for driving sales.  

So, how do you tap into this hyperlocal power? With Hummingbirds, your CPG brand can connect with local influencers who understand your audience, creating campaigns that truly resonate. Keep reading to learn how Hummingbirds can help you increase CPG sales through smarter, more strategic collaborations.

Partner with creators who are excited about your brand

The Hummingbirds platform connects CPG companies with hyperlocal content creators — known as hummingbirds or birds — who know how to resonate with a local audience. Because the creators share a community with their followers, their posts feature products in familiar, everyday settings that feel authentic and relatable.

Hyperlocal content creators stand out because their followers trust them — and may even know them personally. Whether they bump into each other at work, coffee shops, school events, or even the local grocery store, these connections hold these influencers accountable. Their recommendations carry weight because their audience knows they’re credible.

The most convincing influencers aren’t selling — they’re sharing. Imagine a friend telling you about a napkin brand that can handle their kids’ messiest spills. That kind of genuine enthusiasm can’t be faked. 

Local creators offer honest perspectives on products they actually use, making their recommendations more impactful. In fact, many birds become lifelong customers of the CPG brands they partner with! Through the Hummingbirds platform, these creators craft compelling content that influences purchasing decisions while staying aligned with your brand’s vision. 

How it works

When you post your campaign, birds with a genuine passion for your product pitch themselves, explaining why their social media persona aligns with your brand. This approach ensures that creators are not only excited about your product but also intrinsically motivated to deliver high-quality, compelling content to boost your return on investment (ROI).

For example, if you’re looking for quirky millennial moms to showcase your kid-friendly snacks, you’ll attract influencers who already connect with your brand’s messaging. And while creators get to choose campaigns they’re passionate about, you retain full control over who participates, giving you confidence in your final selections. 

The Hummingbirds platform makes it easy to assess candidates and choose those who not only understand your product but are also likely to become genuine fans of your brand — adding even more authenticity to their recommendations. 

Plus, setting up a campaign is effortless. Our platform walks you through each step, from compensation and timelines to outlining specific content requirements. Whether you’re seeking quick Instagram Story demos or beautifully curated Instagram Reels, you can specify every detail. Local content creators then review campaigns available to them, decide if they’re a good match, and submit their pitches. 

To help you make informed choices, you can explore each candidate’s past posts to get a sense of their tone, style, and overall approach. Once you’ve selected your top picks, confirming them on the campaign is as easy as clicking a button. From there, creators have 48 hours to double opt in, ensuring a smooth and speedy campaign kickoff. 

As you review candidates, keep an open mind about expanding your target audience. If your initial campaign aimed at Gen Z draws interest from Millennials, you could adjust your messaging or adapt your campaign to appeal to both groups. Flexibility opens the door to reaching new, untapped markets.

Build authentic connections in geo-targeted markets 

Hummingbirds is uniquely designed for brands aiming to connect with local audiences. If you’re looking to geo-target your CPG brand, it’s not enough to partner with creators who simply fit your industry or niche. True success in local influencer marketing depends on working with creators who deeply understand the needs and preferences of their physical communities. 

Strong partnerships thrive on clear communication and shared goals, and our platform makes this easy. Instead of spending hours sending cold DMs to local creators with little to no response, you gain access to a curated network of relevant local creators who are ready to try and promote your brand. These individuals bring both the passion and expertise to authentically represent your products and boost your market share. 

Our birds also have invaluable insights into how customers perceive your products. Their strong personal ties with their followers mean they’re uniquely positioned to offer feedback and share practical tips that elevate your marketing strategy for the long haul. Because consumer needs vary widely — even within the same market — your campaign benefits from a range of voices addressing diverse concerns. 

Let’s say you’re selling nutritious frozen meals to parents, kids, and young professionals in Detroit’s suburbs. Your birds might visit their neighborhood grocery store to explore (and subsequently enjoy) your products and share their experiences. Through their content, followers learn which store carries your items, what aisle to find them in, and which delicious options they should try. This level of detail is something only local influencers can provide. 

Traditional marketing — like banner ads, billboards, TV, or print — often feels like a one-sided conversation. While these channels still have their place, they may not deliver the sales velocity you’re looking for in every city. Hummingbirds offers a different approach: fostering authentic relationships with people who have meaningful, real-life connections with their followers.

With interactive, user-generated content, the engagement goes both ways. Followers can ask questions about your brand, join lively conversations, or share their own experiences. They might even help others by clarifying price points or availability at their neighborhood stores. This type of dialogue builds trust and community — something no billboard or banner ad can achieve.

With our platform, you foster meaningful engagement and brand awareness within geo-targeted areas, laying a solid foundation for sustained momentum. 

Repurpose user-generated content for future campaigns 

With the Hummingbirds platform, you get fully licensed campaign content that you can repurpose for future marketing efforts. All campaign posts are compiled in one centralized space, making it easy to spot trends and identify standout content before diving deeper into analysis. 

We’ve seen brands like TRUFF and Tide Cleaners successfully repurpose their content for future ads. For example, if posts featuring dogs shaking off bath water after using your pet shampoo resonate most, you could create an entire series around that playful theme. 

Similarly, if you notice that customers in one market prefer recipe videos for your hot sauce while another region prefers seeing it used as a dip for parties, you can tailor future campaigns to cater to both audiences. 

Repurposing user-generated content is more than a cost-effective CPG marketing strategy — it injects personality into your campaigns. By reusing the best content, you can create a consistent message that leaves a lasting impression. 

Plus, it’s a powerful tool for boosting SEO, as engaging content attracts clicks and builds sustained interest in your brand. In competitive spaces like big-box stores or supermarkets, UGC can foster emotional connections, expand awareness, and ultimately drive conversions. 

As more marketers realize the value of UGC, it’s important to stand out by creating content that feels personal and meaningful. The best CPG marketing campaigns succeed when they highlight the genuine reasons why loyal customers love a product. 

By partnering with hummingbirds for traditional CPG influencer marketing, you gain access to real, relatable content that speaks to your audience. Repurposing this content allows you to design dynamic, creative campaigns that keep your brand fresh and your marketing strategy ahead of the curve. 

Get insights that will help you improve your next CPG campaign 

If you want to refine your CPG influencer strategy, understanding what motivates shoppers is essential. Consumer behavior and preferences can shift quickly, and metrics are key to gauging your current market position and even anticipating future trends.

With the Hummingbirds platform, you’ll have access to key insights, including:

• Reach/Impressions: This is the number of unique viewers of a post and the total number of views. For example, if a follower watches a recipe video three times, your reach is one, and your impressions are three. Identifying videos or posts that generate higher impressions can inspire ideas for your next CPG campaign.  

• Engagement: Metrics such as likes, favorites, comments, shares, and brand mentions reveal how well your content resonates with your target demographics and which elements spark the most enthusiasm. 

• Community: Monitoring new birds expressing interest in your campaigns can help you understand which type of campaigns, retail locations, or perks drives interest in experiencing and sharing your brand.

These insights help you uncover real trends, allowing you to see both the big picture of your digital marketing efforts and the finer details of individual campaigns. This data can also be used to reconcile potential disconnects in your branding. 

For instance, if you’re a national brand with distinct buyer profiles in every major city, you might find that your messaging confuses or alienates certain customers. With clear metrics, you might adjust nationwide messaging to tie your audience together without compromising your geo-targeted strategy.

If revenue is your primary focus, hyperlocal influencer platforms like Hummingbirds can help you track in-store sales velocity in specific markets. If you see a sales surge in areas where your campaign is active, you can use that data to inform your next CPG marketing strategy and expand your success. 

Launch your influencer marketing campaign with Hummingbirds! 

Influencer marketing remains a powerful tool, but success depends on evolving with the times. Just as you’ve adapted your digital presence to engage customers where they are, it may be time to reconsider how you build trust and brand loyalty in geo-targeted markets. Real connections don’t come from celebrity endorsements — they’re born from relatable stories shared by people your audience knows and trusts.

With the Hummingbirds platform, managing influencer marketing campaigns is effortless. You’ll have everything you need to create meaningful relationships with local shoppers while refining your larger marketing strategy. By working with our hyperlocal birds, you’ll generate authentic, engaging content that strengthens your brand presence and promotes lasting loyalty. 

Ready to transform your CPG marketing with hyperlocal influencers? Book a call with the Hummingbirds team to start building connections that drive results!