How TheOther4 Landed Big Brands Like Nestlé, P&G via Multi-Channel Growth Marketing Engine

When Souleymane and Rahul, the founders of TheOther4, came to us, they had a powerful story: Only 4% of beverage innovations succeed, and their platform existed to change that.

But they had a challenge too:

How do you get the attention of industry giants like Nestlé, UNFI, and P&G… in a world where inboxes are crowded and LinkedIn feeds are noisy?

They didn’t need just leads. They needed qualified conversations with innovation leaders at the biggest CPG brands on the planet.

That’s where we came in.

Before we jump into the whole story, you ought to know a little bit about TheOther4. 

About TheOther4

THEOTHER4 is a specialty beverage innovation firm founded by former Coca-Cola leaders- Souleymane Hamed and Rahul Ghosh.

Applying over 20 years of expertise in beverage innovation, they deliver ready-to-launch drink platforms that drive real human and business impact for partners.

Learn more about THEOTHER4 here.

The Challenge: Breaking Into Boardrooms

TheOther4 had the insight, data, and platform to help beverage brands innovate smarter. But selling to R&D, innovation, and sustainability leaders at Fortune 500 companies? That takes precision targeting, compelling messaging, and a little creativity.

They had the vision.
We built the engine.

The Shivyaanchi Approach: More Than Just LinkedIn Ads

While we have been a majorly LinkedIn ads agency, we knew from day one that a multi-channel strategy would drive the highest ROI.

So we rolled up our sleeves and built a full-funnel, multi-touch system that didn’t just generate clicks — it got THEOTHER4’s target prospects into one room where it could introduce itself so powerfully that they couldn’t help but notice.

Here’s how we did it:

The three wheels of our winning growth marketing engine for TheOther4

🔍 1. Deep Targeting Using Sales Navigator

We worked closely with Souley and Rahul to understand their dream customer profile.
We zeroed in on:

• Heads of Innovation
• R&D leads
• Product strategy executives
• Sustainability teams at major CPG and beverage brands.

Using LinkedIn Sales Navigator, we filtered and built highly-targeted segments for both ads and outreach.

📘 2. The Lead Magnet That Sparked Curiosity

LinkedIn users don’t want to be sold to — they want value.

So instead of shouting “Book a call!”, we gave them a reason to engage.

We created a MoFu (Middle of Funnel) lead magnet titled:
“[Checklist] 6 Lessons from the 4% of Successful Innovations”

This insight-packed PDF revealed the why behind beverage innovation failures — and how to beat the odds.
It was the perfect curiosity trigger — and it worked like magic.

✍️ 3. Scroll-Stopping Ad Copy & Design

We co-created the ad messaging with TheOther4’s founders.

It wasn’t fluff. It wasn’t salesy.

It was bold, insightful, and backed by real industry pain points.

The visuals? Clean. Sharp. Made to stand out.

The Results:

• CTR consistently above 1%
• CPC under $4-$5
• Engagement rates > 2%
• Cost per qualified lead: ~$30
• Over 500 qualified leads generated (and counting)

📈 4. Strategic Follow-Ups: Emails + LinkedIn DMs

Step 1: Ads attract.
Step 2: Follow-ups convert.

Once someone interacted with our lead magnet, we moved quickly.

• We used Instantly for cold email automation — perfectly timed, personalized follow-ups that cut through the noise.
• For LinkedIn DMs, we went manual- crafting high-touch, human messages that led to real conversations and discovery calls.

🔥 The Conversions That Mattered Most

This multi-channel strategy didn’t just bring in leads — it brought in the right ones.

Here’s where they came from:

💡 Why It Worked

• We didn’t spray and pray. We precisely targeted and nurtured.
• We spoke about pain points with value-first messaging.
• We didn’t rely on a single tactic. We built a multi-channel growth machine.

And perhaps most importantly— we never let a good lead slip through the cracks.

-Soulemane Hamed, Co-founder of TheOther4

🚀 3 Years In. 500+ Leads. Millions in Pipeline.

We’ve been working with TheOther4 for over 3 years now. Together, we’ve built a predictable, scalable system for lead generation and outbound conversion.

It’s not just about ads. It’s about:

• Strategy
• Storytelling
• Follow-through

And it’s why industry giants now call TheOther4 to lead innovation conversations — not the other way around.

“They were fast, agile, and patiently explained the reasoning behind their recommendations.” – Partner, TheOther4

And just like that, another successful project got added to our portfolio.

Did we just flex? A little 😉

If you are here reading this very sentence, shall we take that as a hint that you already love what we do?


Let’s connect over a cup of coffee (virtually for now) and discuss how you can make your dream prospects notice your B2B brand.

Ready to turn your B2B idea into the next success story?