Lemonade's Instagram Embraces the Dip
Channel specific marketing that stands out.
I was quoted in an interview for the latest Marketer Hire newsletter “Funnel Cake.”
The question of “Is it on brand or not” has been held too closely to the chest, and instead we should focus on delight and understanding context — brands who constrain themselves too much will fail to capture the value that is waiting to be captured.
My premise was really about what this newsletter A$A is about, which is you can delight and build an audience by taking risks to do something creative that stands out.
Lemonade’s Instagram is a perfect example of this:
We “Cover” your Stuff: Lemonade on Instagram
Lemonade produced these beautiful, soothing videos of dipping random objects in pink paint. But what do they actually do? Check it out yourself.
Kudos to their creative team for doing something different, adjacently relevant, and downright pleasing as an addition to your Instagram feed.
Here’s the MacBook / Jeans edition.
Simple, Memorable, Risky, Repeated.
Simple– You get it right away.
Memorable – Easy to tell someone about. It’s PINK paint after all.
Risky – There’s tension, what will happen when you dip. You’re dipping a LAPTOP? And why would an insurance brand do this??
Repeated – It only get’s better as you add more videos to the mix…
About A$A: What’s up I’m David Sherry. Every day (ish) I point out something happening online that can teach you about building a brand.
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