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Millennial, Boomer Opps: Boxed Water promotes CMO to CRO amid spend increase (Score 57)

expanded the role of Rob Koenen, its CMO of three years, to also include CRO duties in February 2021. Koenen must be doing a good job as the eco-friendly boxed water company's CMO, and now he will likely have more authority over its budget. Thus, the promotion could easily lead to spend increases.

BW has an ongoing campaign, One Million Trees, which will continue amid its recent launch of four new flavors: lemon, blackberry, cucumber and grapefruit. This campaign encourages consumers to post social media pictures of BW's products with #BetterPlanet; for each post, the company plants two trees with the National Forest Foundation (NFF).

For Coastal Cleanup Month (September 2020), BW teamed up with eco-friendly partners such as TOMS, ChicoBag, Nécessaire and Toad&Co to drive consumer awareness of the month's cleanup efforts. A campaign promoting this awareness included a multi-faceted online giveaway. Reach out soon to see what plans BW's leaders have for September 2021.

BW's estimated full-year 2020 spend more than tripled to $252.5k from that of $83.8k in 2019, according to Pathmatics. Last year, the company earned around 66.4m digital impressions via desktop display (54%), Instagram (26%), Twitter (15%) and mobile display (5%) ads. Desktop display ads were placed onto destinations such as foxnews.com (40%), yahoo.com, finance.yahoo.com, weather.com and amazon.com.

This heavy usage of FoxNews ads signals that BW is trying to reach boomers; however, its heavy investment in Instagram ads signals it's also trying to reach millennials.

Agency & martech readers - With new, non-marketing responsibilities, Koenen may decide BW needs to outsource more work; keep the company on your radar for future work. Traffic handles much of its digital.