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.

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Wanna win this dipped MACBOOK? 😱 Yep, we're givin' it away! Share this vid on your IG story (and tag us!), and we'll choose one user at random to send it to. To double your chances, share it on your feed. You have 72 hours- Go. 💪 #CoveredByLemonade
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#fluidpainting #funart #happycolors #mesmerizing #paintart #viralvideo #visualarts #ratedmodernart #asmrsatisfying #ifyouhigh #sosatisfying #fluidpour #asmrvids #mixingpaint #asmrsleep #visuallysatisfying #artexperiment #everythingisart #satisfyme

August 27, 2019

lemonade_inc

Would you wear these? 😂 Comment below 👇 @dipaamin from Team Lemonade brought in these 👖 to dip: “They were my favorite pair of jeans, but they ripped in the worst possible area when I was shopping with my boyfriend and his mom! I thought I could salvage them, but I couldn’t. So what better way to use them than to dip ‘em in paint?” 💞 #CoveredByLemonade
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#beautifulbizarre #creativeart #artdiscover #artnow #coolart #diycrafts #funart #slimediy #strangeart #diypainting #pinkpaint #artexperiment #everythingisart

August 5, 2019

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…

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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.

Blogs help you add a new point of view into the flow of information you consume, and I appreciate you choosing to include this one. Feel free to share links or comments with me. If you see something, say something.

About Me:

• Built Death to the Stock Photo (500k subs)

• Produced 40+ email campaigns.

• Created the Mystery USB (sold out in a day)

• Crowdfunded a Road Trip around the U.S. (2x)

• Also write Creative Caffeine