How Techdella Helped Three Cat Agency Fix a Leaky Funnel
Three Cat Agency is a startup-focused marketing agency helping early-stage businesses grow through content, paid ads, and strategy.
FMCG
FMCG Marketing Agency
We help FMCG and consumer goods brands turn digital campaigns into repeat purchases and retail demand. Paid social, marketplace search and owned email work together so you are less dependent on the next promotion.
At a glance
FMCG marketing at a glance
Challenge
No direct line to the people who buy
Most sales happen through retailers and distributors, so you rarely know who your customers are.
Challenge
Hard to link digital spend to shelf sales
Online campaigns lift store sales, but the data sits with retailers.
Challenge
Low switching costs and constant promotions
Shoppers swap brands for a small discount.
What changes
A direct line to your buyers
Promotions, samples and on-pack QR codes grow a consented list you can reach without paying for every impression.
What changes
Digital spend you can defend
Measures agreed upfront, such as geo tests, promo codes and marketplace data, show what campaigns did for sales.
What changes
Creative that is tested, not guessed
Small, regular tests on short-form video show which hooks and offers sell before budgets scale.
What changes
Repeat purchase without deeper discounts
Usage ideas, refill reminders and loyalty offers give shoppers a reason to come back that is not only price.
Techdella reframed how we were thinking about our market entirely. We went from scattered tactics to a positioning and GTM system that actually made sense for where we were heading. The difference was immediate.
Services
One system for FMCG growth
The services we combine for teams like yours, in the order we usually start them.
Channels
FMCG marketing, channel by channel
FMCG digital marketing
FMCG digital marketing has a different job from most online marketing. Most sales still happen in stores and through distributors, so digital has to keep the brand front of mind, drive trial and give you data retailers do not share. We plan around the purchase cycle of your category, whether that is a weekly grocery item or a personal care product bought every few months. Short-form video reaches new shoppers, search and marketplace content catch people choosing a product, and an owned list carries repeat purchase. Every campaign starts with a measure agreed in advance, so results can be read against shelf sales.
CPG influencer and creator marketing
Creators suit consumer goods because people want to see a product used in real life: a recipe, a routine or a before-and-after. We brief creators on one message and one usage moment, give them room to make it their own, and test their best posts as paid ads. Disclosure is not optional: posts are labeled as ads under the FTC Endorsement Guides in the US and the ASA and CAP rules in the UK, and paid content in Nigeria goes through ARCON vetting. We track sales signals such as codes and links, not just views.
Marketplace marketing for CPG
Many shoppers start a product search on a marketplace or a retailer's app, not on a brand site, which makes listings a core channel. We improve titles, images, descriptions and review volume on marketplaces such as Amazon and Jumia, and run sponsored product ads where the margin supports them. Where retailers offer their own ad platforms, we test them against the same measures as other paid media. We report on sales rank, conversion rate and ratings, so you can see which listing changes moved sales and which did not. Out-of-stock and pricing issues get flagged weekly.
FMCG email marketing and loyalty
An email list is the cheapest way for a consumer brand to reach the same shopper twice. We fill it from promotions, samples, competitions and QR codes on pack, always with clear consent. The program then sends content that earns its place in the inbox: recipes, usage ideas, new flavors or formats, and refill reminders timed to how fast the product runs out. Loyalty offers reward repeat buyers instead of discounting for everyone. Over time the list shows which products and messages your best customers respond to, which shapes launches and creative.
FMCG marketing in Nigeria
Launching a consumer brand campaign in Nigeria means planning for regulators as well as audiences. Advertisements, including digital ones, need ARCON vetting before they go out, and food, drinks, cosmetics and other regulated products also need NAFDAC registration and advertisement approval. We build those approvals into the calendar and keep a record per creative, so later edits do not slip through unvetted. On the channel side, we plan for mobile-first video, WhatsApp-based sharing and listings on marketplaces such as Jumia, and we test offers and pack sizes against what shoppers in each region actually buy.
How we work
Four steps, built for FMCG
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Measurement plan before spend
We agree how digital impact on sales will be read: geo or time-based tests, promo codes, QR scans…
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Approvals and creative testing
We schedule ARCON, NAFDAC or other market approvals, then test hooks, formats and offers on short-form video in…
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First-party list building
Every promotion, sample and on-pack QR code collects consented contacts into your own list.
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Repeat purchase program
Usage content, refill reminders and loyalty offers go to subscribers on a steady schedule to protect margin.
Clients
All case studies
What our clients say
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Techdella reframed how we were thinking about our market entirely. We went from scattered tactics to a positioning and GTM system that actually made sense for where we were heading. The difference was immediate.
Levi BarbosaCEO, WezOps -
The clarity they brought to our strategy saved us months of trial and error — and probably a lot of money too. If you're serious about growing your startup, Techdella is the team you want in your corner from early on.
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The rules FMCG marketing works within
Nigeria
The Advertising Regulatory Council of Nigeria (ARCON) requires advertisements, including digital ones, to be vetted before exposure under the ARCON Act 2022. Food, drinks, cosmetics and other regulated products also need NAFDAC registration and advertisement approval.
UK
The CAP Code governs consumer advertising, and restrictions on advertising less healthy food and drink (HFSS) apply to TV and paid online ads. Health and nutrition claims must be on the authorized register.
Alcohol and age-restricted products
Google and Meta have country-specific alcohol policies and age-gating rules. Plan targeting and creative per market.
Promotions and influencers
Competitions and giveaways need clear terms. Influencer posts must be labeled as ads under the FTC Endorsement Guides in the US and the ASA and CAP rules in the UK.
More about FMCG marketing with TechDella
An FMCG marketing agency helps consumer goods brands build demand that shows up on the shelf and on marketplaces, and gives them a direct line to shoppers that retailers do not provide. We run structured creative tests on paid social, including creator and user-generated content, turn every promotion into a consented list through lead generation, and keep buyers coming back with repeat-purchase email. Measurement is agreed before spend rises, so digital budgets can be defended. Our usual order:
- Turn every promotion into a list builder. We add consented sign-up to samples, competitions and on-pack QR codes. Without first-party data, each campaign starts from zero.
- Set up a structured creative testing plan. We test hooks, formats and offers on short-form video in small batches. Consumer goods win on creative, and testing shows what sells before budgets scale.
- Agree how digital impact on retail will be measured. We set up geo or time-based tests, promo codes and marketplace tracking before spend increases. Budgets survive when impact can be shown.
- Launch a simple repeat-purchase email program. Usage ideas, refill reminders and loyalty offers go to subscribers on a steady schedule. Repeat purchases protect margins better than deeper discounts.
- Clear regulatory approvals early. We build ARCON, NAFDAC or other market approvals into the campaign calendar. Late approval is the most common reason consumer launches slip.
We don’t have a published FMCG case study yet, so we will agree the measures with you upfront and report against them.
FMCG marketing questions
How can an FMCG brand measure digital impact on retail sales?
Combine what you can see directly with what you can infer. Track online sales and marketplace data, use retailer data where available, run geo or time-based tests where spend changes in some areas and not others, and use QR codes and promo codes. No method is perfect, but together they show direction.
Why should an FMCG brand build an email list?
Because you otherwise rent every customer from retailers and ad platforms. A consented list lets you launch products, share usage ideas and run loyalty offers without paying for reach each time. Every promotion and sample campaign should grow it. Over time it also tells you which products and messages your best customers respond to.
Do you help with marketplace listings?
Yes. We improve product titles, images, descriptions and reviews on marketplaces such as Amazon and Jumia, and run sponsored listings where they pay back. Strong listings also help retailer search, where many shoppers start. We track sales rank, conversion and review ratings so you can see which changes paid off.
Do you handle ARCON approval for Nigerian campaigns?
We plan the timeline around it and prepare creative for submission, but approval is granted by ARCON, and NAFDAC where it applies. Build vetting time into launch dates, because unapproved ads can be pulled and fined. We keep a record of approvals per creative so later edits do not slip through unvetted.
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