Effective influencer campaigns can significantly boost share of wallet for a CPG brand by engaging high-intent shoppers where they spend time and make purchasing decisions. Structuring these campaigns for optimal impact requires strategy, creativity, and data-driven execution. This guide details the essential steps to structure influencer campaigns that truly drive consumer spend—read on for essential tactics and insights.
Understand Share of Wallet in the CPG Industry
Before building an influencer campaign, it’s crucial to define what “share of wallet” means for your consumer packaged goods (CPG) brand. Share of wallet refers to the percentage of a customer’s total spending within a category that is captured by your brand, as opposed to competitors. In the dynamic CPG landscape of 2025, where consumers face limitless product choices and information online, capturing a higher share of wallet requires not just awareness but also consistent loyalty and repeat purchase.
According to recent NielsenIQ data, high-frequency CPG category shoppers are most influenced by recommendations from authentic personalities and real-world applications of products. Therefore, influencer marketing offers a unique opportunity by humanizing your brand and guiding consumers deeper into the purchase funnel.
Identify Clear Influencer Campaign Objectives
Defining clear objectives is the foundation of every successful influencer campaign. These campaign objectives should align directly with increasing share of wallet, such as:
- Encouraging product trial: Focus on first-time conversion, especially with new SKUs within your portfolio.
- Driving cross-category purchases: Encourage loyal shoppers to expand into other ranges.
- Increasing repeat purchases: Use influencers to share their product hacks or routines that require restocking.
- Boosting basket size: Promote bundle deals or loyalty programs through authentic influencer content.
Setting these measured objectives allows you to select relevant KPIs—such as average order value, frequency of purchase, and uplift in multi-SKU baskets—ensuring your influencer activities are directly tied to revenue and share of wallet growth.
Choose the Right Influencers to Build Trust and Relevance
The choice of influencers can make or break your CPG brand’s share of wallet influencer campaign. In 2025, consumers value authenticity, relatability, and subject matter expertise. Leverage Google’s EEAT principles (Experience, Expertise, Authoritativeness, Trustworthiness):
- Experience: Collaborate with influencers who actually use your products, not just promote them.
- Expertise: Engage micro and nano influencers with niche authority in food, wellness, beauty, or home care, relevant to your CPG vertical.
- Authoritativeness: Prioritize voices who are active community participants—parents, chefs, fitness coaches—rather than general “lifestyle” influencers.
- Trustworthiness: Ensure transparency via proper disclosures and look for influencers with highly engaged, positive audiences.
When influencer and brand values genuinely align, authenticity shines through, increasing the likelihood that their followers will consider switching or consolidating more of their spending on your product line.
Design Compelling, Multi-Touch Content Journeys
To win a greater share of wallet, influencer content must do more than drive a single sale. It should nurture a prolonged journey through multiple touchpoints:
- Education: Influencers explain how your products meet a range of everyday needs within a household—a crucial tactic for CPG brands seeking to boost repeat and cross-category purchases.
- Demonstration: Step-by-step recipes, “day in my life” content, or multi-use tutorials help consumers imagine your products as indispensable.
- Activation: Exclusive codes, flash challenges, or “try one, get one” campaigns invite action now, rewarding larger baskets or subscription sign-ups.
- Reinforcement: Ongoing stories or check-ins sustain momentum, highlighting product versatility and integrating user-generated content for added credibility.
Integrating these phases creates a cycle that not only captures new customers, but transforms casual buyers into loyal advocates.
Leverage Data to Optimize and Personalize Campaigns
Data-driven strategies are fundamental to maximizing share of wallet outcomes in influencer marketing:
- Segment Audiences: Collaborate with influencers whose audiences closely resemble your ideal high-value customers. Use platform analytics and brand loyalty data to identify and prioritize segments with the highest wallet potential.
- Personalization at Scale: Work with influencers to tailor creative concepts for different shopper personas—such as families, urban millennials, or health-conscious buyers—boosting message relevance.
- Continuous Optimization: Analyze campaign and SKU-level performance in real time, adjusting messaging, content formats, and spend allocation toward the top-performing influencers and consumer segments.
Recent insights reveal that CPG brands utilizing real-time campaign optimization can increase average order value and customer lifetime value by over 30%. Implementing these data-informed tactics ensures that your influencer investments directly accelerate overall wallet share.
Bridge Digital and In-Store Experiences for CPG Success
Even as online shopping rises, over 70% of CPG purchases in 2025 still occur in-store (IRI, 2025). Effective campaigns must therefore unify digital influencer content with the realities of in-store purchase behavior:
- Shoppable Links and QR Codes: Enable influencers to drive foot traffic by sharing digital coupons or QR codes redeemable in physical stores.
- Retailer Collaborations: Partner with major retailers on joint campaigns, ensuring influencer messaging matches in-store promotions or endcap displays.
- Buyer Journey Continuity: Encourage influencers to share behind-the-scenes shopping experiences, demonstrating how easy it is to find your brand at local retailers.
Aligning campaigns with omnichannel shopper journeys increases attribution and maximizes the likelihood consumers consolidate their purchases with your brand—online and offline.
Conclusion: Structure for Lasting Share of Wallet Growth
To boost share of wallet in 2025, CPG brands must structure influencer campaigns around audience trust, compelling content journeys, and data-led personalization. By linking these strategies with omnichannel shopper behavior and granular performance optimization, brands can transform influencer engagement into tangible, long-lasting gains in consumer spend.
FAQs on Structuring Influencer Campaigns to Drive Share of Wallet
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What does “share of wallet” mean for CPG brands?
Share of wallet describes the percentage of a customer’s total spend in a product category that goes to your brand instead of competitors. For CPG brands, it reflects not just trial, but repeat purchase and brand consolidation within a household’s total category spend.
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How do I measure the impact of influencer campaigns on share of wallet?
Track metrics such as average order value, repeat purchase rates, multi-SKU baskets, and shifts in household category share pre- and post-campaign. Integration with retailer sales data and loyalty programs improves attribution accuracy.
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What types of influencers are most effective for increasing share of wallet?
Micro and nano influencers with authentic expertise and loyal, engaged communities often drive deeper audience trust and higher repeat purchase, especially when their content reflects real world product integration.
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How can influencer campaigns drive cross-sell or basket expansion?
Design content that features product bundling, meal prepping, or household routines involving multiple SKUs. Align messaging with loyalty program incentives to reward shoppers for purchasing across categories.
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Is it necessary to integrate in-store elements into influencer campaigns?
Yes. With most CPG purchases still happening in physical stores in 2025, integrating digital-to-store tactics amplifies reach and ensures influencer impact translates to all points of sale where your brand is available.