Goat Intelligence: How FMCG Brands like Poppi, Vaseline and Persil are Building Long Term Brand Advocacy

The market for FMCG brands is notoriously competitive. 

By their nature, FMCG products tend to be bought quickly and without as much consideration as a high value purchase. So, whilst people may have their favourite go-to brands, they are also easy to sway. 

“Never assume you own your customer”.

This is true for even the most recognisable brands on the shelf and feed. They must continuously innovate to transform everyday essentials into things people will actively seek out and choose to buy.   

There’s also the challenge of longevity. It’s not just about selling products today but securing the loyalty of tomorrow’s dominant consumer: Gen Z; a generation that is used to endless choice, frictionless experiences, and the ability to discover new product alternatives in their daily scroll. 

This is where creators and online communities come in. 

No longer a campaign bolt-on, but a crucial element of the media mix, creators operate as today’s cultural tastemakers and can help take your products from “convenient” to “can’t live without”.

In our new Goat Intelligence report, “Pick Me. Choose Me. Love Me.”, we’re deep-diving into FMCG influencer marketing using inspiration from leading brands like Unilever, Cheetos and Ragu, combined with data from our own proprietary IBEX technology. 

Specifically, we explore how brands can craft creative and effective creator and influencer marketing strategies that build:

• Stories (pick me)
• Connection (choose me)
• Prestige (love me)

We’ve seen many bigger brands invest heavily in influencer marketing this year and this only looks set to continue in 2027, however what we mustn’t lose is the true brand story; the golden thread that ties all your communications and content together to create a brand that people feel something about.

An exclusive extract from Pick Me. Choose Me. Love Me. 

Brand message: Persil’s overarching theme is that dirt shouldn’t be seen as a negative thing. It represents a life well lived, adventure, and fun! As a valued Goat client, we’ve been working with them to communicate this through creators.

STORIES

(Pick me)

Persil worked with Goat to launch their new Wonder Wash range; laundry detergents that work on a short 15 minute cycle. To kickstart the campaign, we created an experiential activation for creators, influencers and customers in our very own custom-built laundrette. Persil Wonder Wash’s “Fast Wash and Rave” Laundrette opened for one night in London and featured a special DJ set with UK garage artist and Persil ambassador, Craig David. Influencers were invited to do a quick 15-minute wash in real time during the short DJ sets, showcasing the products’ USP but also communicating the brand’s story that sweat, spilled drinks, smeared makeup and a bit of dancefloor grime is all part of a fun night out. In total, we drove over 667K engagements, 92 additional pieces of earned content, and an impressive £102K in additional earned media value. Continuing the story through always-on content with lifestyle and family influencers, we successfully built a story that Wonder Wash has you covered, even when you’re in a rush!

CONNECTION

(Choose me)

One-off activations like the Fast Wash and Rave are great for driving peaks of awareness and engagement but to build ongoing connection, it’s about showing up in real life moments. Persil does this through embedding itself into relevant online audiences like parents, CleanTok, and runners. They’ve partnered with micro creators like @jess_c_brown on videos like “Tips for running beginners” including how to wash your kit well post-run to keep it feeling and smelling fresh. Jess describes her community as a “safe space” with her content centering on how running has helped her to manage grief as well as encouragement of other “plus size” people. Another great example is @georgiabeecroft, a lifestyle and parenting creator. Georgia showed how Persil helps to keep her clothes from staining after a long day working in a cafe. It feels real and true to her story as a working mother. Showing up consistently in these communities is powerful.

PRESTIGE

(Love me)

Persil’s ongoing commitment to sports and particularly women’s sports helps take the brand to new heights. In 2025, they announced their “Every Stain Should Be Part of the Game” campaign with Arsenal F.C.. After discovering that 6 in 10 young girls fear playing sports due to period leaks, they tackled this topic with a huge 360 campaign that included a content series featuring Arsenal players, Beth Mead, Leah Williamson, Katie McCabe and captain Kim Little, and an educational program through Arsenal in the Community. Crucially, they brought the conversation to social platforms with creators and athletes like Paralympian rower, Lauren Rowles, and Dr/pharmacist @drhustarab. The partnerships had credibility and relevance, but they remained relatable.