How We Created FMCG Campaigns for NAMEX That Influence Buying Decisions

How can marketing influence buying decisions and support sales growth for an FMCG brand? The team behind NAMEX and PEPE Chrumky commissioned us at MONKEYMEDIA to build a long-term communication system combining brand strategy, a creative concept, storytelling, online marketing, social media, out-of-home advertising, PR, a website and packaging design.

By September 5, 2026, NAMEX’s communication had achieved 5.4 million Google Ads impressions and 10.4 million Facebook impressions, while Facebook campaigns reached 1.6 million people. The most important result, however, is sales: NAMEX has sold hundreds of thousands more products year on year.

This case study shows how a brand campaign, creative work and a complete media mix can help an FMCG brand attract attention and influence real buying decisions.

How does marketing influence buying decisions for FMCG products?

Many FMCG buying decisions happen in store. Brand awareness alone is not enough: customers must recognize and recall the brand when they are standing at the shelf choosing a product.

We built NAMEX’s communication around this principle.

Instead of isolated campaigns, we create long-term brand communication across a complete media mix. Customers encounter PEPE Chrumky repeatedly: on social media, in online ads and videos, through PR and outdoor advertising, and on the products themselves.

Our goal is a strong, consistent brand presence that helps customers remember and choose the product.

How did the Good and Bad Chrumka creative concept come about?

Strong FMCG communication needs an element customers can recognize immediately.

For PEPE Chrumky, we found it in the product itself. We created Good Chrumka and Bad Chrumka — two distinct characters that became the basis for the brand’s long-term storytelling.

Good Chrumka is cautious and empathetic. Bad Chrumka is confident, mischievous and ready for the next adventure. Their contrast opens up opportunities for humor, stories, campaigns, memes, product visuals and short videos.

The characters are more than social media mascots. They have become a lasting and recognizable feature of PEPE Chrumky’s communication, which we can use across media and formats.

One of the first major uses of the concept was the campaign Chrumky in Action, with Good Chrumka and Bad Chrumka as its central characters.

What does a complete media mix mean for an FMCG campaign?

A media mix combines the channels a brand uses to reach customers. The aim is not simply to be everywhere, but to create several connected encounters with the brand.

For NAMEX, the MONKEYMEDIA team covers campaign concepts and storytelling, communication and media strategy, character creation, out-of-home advertising, social media, video, Google Ads, Meta campaigns, PR, the website, packaging design, Reels and other online and offline formats.

A customer might first see PEPE Chrumky in a video, then meet Good Chrumka and Bad Chrumka on social media, notice an outdoor ad and finally recognize the brand on packaging in store.

We do not treat marketing channels in isolation. Together they create one consistent brand world.

What results has NAMEX’s marketing communication achieved?

Results as of September 5, 2026 show the scale of the online campaign:

• Google Ads: 5.4 million ad impressions
• Facebook: 10.4 million impressions
• Facebook: a reach of 1.6 million people
• year-on-year sales growth amounting to hundreds of thousands of products

When assessing a brand campaign, it is important to distinguish reach from impressions. Reach is the number of people who saw an ad. Impressions are the total number of times it was displayed.

Facebook’s 10.4 million impressions and 1.6 million reach show that audiences encountered the brand repeatedly.

Repeated contact is important for brand building. It reinforces recognition and makes customers more likely to recall the brand at the point of purchase.

Why are millions of impressions not enough for an FMCG campaign?

Reach and impressions show how many people received the communication and how often. On their own, they do not show whether marketing delivered a business result.

That is why we do not view NAMEX’s millions of impressions as the final goal of the campaign.

A more important outcome is that NAMEX has recorded year-on-year sales growth amounting to hundreds of thousands more products sold.

The link between marketing and business results matters when assessing FMCG communication. The goal is not only to put a product in front of customers but also to build preference and support their buying decisions.

How can a brand campaign support sales growth?

A brand campaign supports sales by building awareness, recall and recognition over time. This can matter especially for FMCG products, where customers often choose quickly between similar options.

NAMEX shows the value of connecting brand strategy, a creative concept, storytelling, media strategy, social media, online advertising, PR, outdoor media, the website and packaging design.

Each channel plays a different role, but all work toward the same goal: getting the brand into customers’ minds and encouraging them to choose it at purchase.

What does the NAMEX and PEPE Chrumky case study show?

The partnership between MONKEYMEDIA and NAMEX shows that effective FMCG marketing is more than one campaign or one advertising channel. It is a long-term system in which strategy, creative work, media and the product reinforce one another.

By September 5, 2026, the communication had generated 5.4 million Google Ads impressions, 10.4 million Facebook impressions and reached 1.6 million people. From a business perspective, an even more important result is year-on-year sales growth amounting to hundreds of thousands of products.

Good Chrumka and Bad Chrumka give PEPE Chrumky a distinctive, recognizable brand world that can grow through future campaigns.

At MONKEYMEDIA we do not build FMCG communication solely to maximize ad views. We connect brand strategy, creative work, media and performance marketing so communication can build the brand, influence buying decisions and support business results.

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