How Dirty Lemon built its brand on Instagram, text commerce | Gap CMO plots turnaround strategy for the iconic brand | PepsiCo to reward people buying its products with money
September 13, 2019
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How Dirty Lemon built its brand on Instagram, text commerce
How Dirty Lemon built its brand on Instagram, text commerce
(Brad Barket/Getty Images)
Since its 2015 launch, Dirty Lemon wellness drink brand has relied heavily on Instagram to build a following, and has conducted 90% of all sales transactions via text message ordering. Founder Zak Normandin predicts text ordering is the wave of the future, noting, "The phone number is not going to be for picking up the phone and calling a brand. It's going to be to pull out your phone and text the brand and say, 'I want more product. I'm checking on my order' ... It's all going to happen over messaging."
Yahoo (9/12),  PYMNTS (9/6) 
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Marketing Strategy
Gap CMO plots turnaround strategy for the iconic brand
Gap CMO plots turnaround strategy for the iconic brand
(Joe Raedle/Getty Images)
As Gap reaches its half-century mark, Chief Marketing Officer Alegra O'Hare admits the brand has "gotten a little bit lost along the way," but says it can "turn back into a cultural brand once again." As O'Hare explains, "We're not going to evolve or become a better team or a better brand if we don't experiment, test, learn and we move ahead."
The Drum (free registration) (9/12) 
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PepsiCo to reward people buying its products with money
PepsiCo is launching PepCoin, a cash-back loyalty program that rewards consumers who purchase a Pepsi and Frito-Lay product within 48 hours of each other. PepsiCo will reimburse consumer PayPal or Venmo accounts after they reach $2 by scanning reward barcodes on the packaging.
Delish (9/12) 
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Creativity and Marketing Innovation
Cadillac reveals 2020 CT4 with interactive Instagram Story
Cadillac used Instagram for the first time to unveil a new vehicle, its 2020 CT4 sedan, with additional social content running across YouTube, Twitter, Reddit and Facebook. The campaign includes an interactive Instagram Story that places users in the driver's seat and includes sensory-rich video clips.
MediaPost Communications (9/12) 
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Mondelez enables voice-activated fun, purchasing with Alexa
Mondelez is integrating with Amazon Alexa for the first time as part of its "Mystery Oreo" campaign, enabling users to ask Alexa for clues to uncover the flavor of its newest cookie, and then visit a microsite to submit their guesses. Consumers also can now ask, "Alexa, what's new with Oreo?" to find out more about products and purchase directly from their device.
The Drum (free registration) (9/12) 
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Marketing Insights and Trends
Deconstructing the value of descriptive and nondescriptive logos
Assistant professors Jonathan Luffarelli, Mudra Mukesh and Ammara Mahmood detail the results of a study examining nearly 600 corporate logos and share the value of nondescriptive and descriptive logos, and also explain how they affect consumers' brand perceptions. "[A logo] can help pique the interest of consumers, differentiate brands from competitors, facilitate brand recognition, influence investors' decisions, and convey what a brand is all about," they write.
Harvard Business Review online (tiered subscription model) (9/12) 
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How to maximize the ROI of digital ads
Maximizing return on investment is the name of the game for digital marketers, though it can vary by industry, targeting criteria, platform, season, budget and creative, writes Carrie Dagenhard. She outlines the key questions to ask when choosing distribution channels and reminds marketers that "[i]t requires plenty of testing, tweaking, and optimizing."
The Content Standard (9/12) 
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Measurement and Technology
Snapchat, DoubleVerify partner to improve brand safety
Snapchat, DoubleVerify partner to improve brand safety
Marketers using Snapchat's lenses, filters and Snap and Story Ads can now boost brand safety with DoubleVerify's viewability and fraud verification technology. "DoubleVerify uses consistent evaluation standards across environments -- including web, mobile app and social, making it easier for advertisers to benchmark performance across their entire media plan," says DoubleVerify CEO Wayne Gattinella.
Marketing Land (9/12),  Adweek (tiered subscription model) (9/12) 
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Forrester shows how Amazon has grown as ad platform
Amazon advertising revenue increased from $4.6 billion in 2017 to $10.1 billion in 2018, a 117% jump, which Forrester Research attributes to valuable data assets, a boost in search ad spend, strategic alliances with ad agencies and an increase in advertising from consumer packaged goods brands. "2017 was the year of brands testing the Amazon waters, 2018 was about brands getting serious with using Amazon as an ad channel and 2019 will be the transition to Amazon as an always-on ad channel for many," says Kenshoo General Manager Oren Stern in a Forrester report.
Adweek (tiered subscription model) (9/12) 
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Government and Marketing Law
Agency, brand, media CEOs urge gun control action
Agency, brand, media CEOs urge gun control action
(Johannes Eisele/AFP/Getty Images)
Some 145 US company leaders, led by Levi's Chip Bergh, have written to the Senate demanding action on gun violence, with signatories including CEOs from WPP, Omnicom, Havas Media, Publicis, Horizon Media, Twitter, Pinterest, Reddit, Uber, Airbnb, Gap Inc., Dick's Sporting Goods, Conde Nast and HuffPost. "[W]e are writing to you because we have a responsibility and obligation to stand up for the safety of our employees, customers and all Americans in the communities we serve across the country," the letter reads.
Adweek (tiered subscription model) (9/12),  The New York Times (tiered subscription model) (9/13),  The Drum (free registration) (9/12) 
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ANA Update
How to use content to lure prospects through the sales funnel
Strategically placed content is the most effective way to cater to specific individuals and facilitate the buyer journey. However, it requires an editorial mindset, a deep knowledge of the journey B2B prospects follow and the ability to prioritize and be flexible.
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Last chance to save big
The deadline to save on your registration for the 2019 ANA/BAA Marketing Law Conference, Nov. 4-6 in San Diego is fast approaching. There's less than one week left to take advantage of the early-bird rate!

Hear from more than 150 top legal minds, including in-house counsel from leading brands like MillerCoors, KFC, Spotify, American Eagle Outfitters, Polo Ralph Lauren, Mattel, Bridgestone and Aetna. They will join keynote speakers FTC Commissioner Noah J. Phillips and Jake Zim, SVP of virtual reality at Sony Pictures Entertainment.

Enjoy the abundant networking opportunities and major CLE credits available. Register now.
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