Chief Marketer
we've got a lot to talk about
June 11, 2023

Pepsi’s Dig In platform, created in 2020 to drive access, awareness and business growth for Black-owned restaurants, launched the second iteration of its Restaurant Royalty program this week, which recognizes the country’s best Black-owned restaurants through a nationwide contest. The company is appealing to foodies on a massive scale this year by partnering with TikTok food reviewer Keith Lee, offering prize incentives and travel experiences for diners nominating their favorite restaurants, and providing an upskill training program for the businesses determined to be “Restaurant Royals.”

“We're spending a little bit more of our effort and investment on the awareness bucket now,” said Scott Finlow, CMO of PepsiCo Global Foodservice. “The step up this year is we've signed Keith Lee as a partner to help achieve the goals we have—to create more awareness and drive more traffic to these local Black-owned restaurants.” Here’s a look at how the program has evolved and its strategic marketing priorities moving forward.

Meanwhile, new AI-enabled products for brands continue to enter the marketplace. On Wednesday, Salesforce unveiled a series of new features that incorporate generative AI technology into its marketing and commerce clouds. Here’s how marketers can leverage the tools to improve campaign creation, segmentation, measurement and personalization. 

In ecommerce marketing, developing a sound methodology for achieving campaign objectives should start with a thorough unpacking of what drives success—and then work backwards. Check out these seven steps to creating realistic campaign objectives, which considers revenue growth goals before defining vanity metrics.

Lastly, we look at how Corona employed a test-and-learn metaverse strategy for its virtual golf clubhouse activation ahead of the U.S. Open Golf Championship, using clickable touchpoints like promo codes, branded games, an impressive 3D golf course environment, and more.

Until next week,

Kaylee Hultgren
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at [email protected] or call (203) 899-8494.

Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today.
This newsletter is brought to you by:

Marketers on Fire: MetLife Global CMO Michael Roberts on the Evolution of Thought Leadership

We spoke with Roberts about the complexities of the B2B buyer journey, the evolution of thought leadership, B2B2C marketing trends, and more.
Read More

IBM Emphasizes Personalization and Speed at Its Revamped Flagship Event

IBM's flagship conference has new formats, immersive activations and concise content.
Read More

Marketing-Friendly Features From Apple That Boost Engagement

Features from Apple that can actually boost brand engagement rather than hinder it.
Read More

Key Insights From the 2023 Experiential Marketing Summit

A recap of this year's Experiential Marketing Summit.
Read More

Absolut Marketing VP Matt Foley on Activating in the Metaverse

Matt Foley, VP of Marketing for the brand, discusses its metaverse strategy.
Read More

Partner Content
Make 2023 a Year of Customer Engagement with Melissa!

Whether your 2023 marketing resolution is to engage with more customers, build the perfect mailing list, or cut costs associated with returned mail, use Melissa’s smart, sharp data quality tools to get it done! Download our 2023 Solutions Catalog to explore address, phone number, and email verification, customer demographic append, and postal presorting options, along with free trials and POCs.

Facebook   Twitter   LinkedIn

read more about
Pulse Survey Results: Metaverse Marketing
The 2023 Chief Marketer Future CMOs
Trust: A Marketer's Competitive Advantage
CM 2023 B2B Marketing Outlook Survey
Market Like a Mother 2023 Honorees
The 2023 CM200