NARRATIVE REPORT

Mountain Dew: Building on Brand Loyalty to Reach New Customers Online

On April 2019, it was reported that Mountain Dew planned to spend 40 percent of its marketing dollars to reach gamers — an increase from previous years involving esports league sponsorships, Twitch partnerships, Facebook advertising, and even a new drink flavor focused on gamers (DIGIDAY).

What if that investment could not only help the brand double down on gamers, but actually expand its customer base beyond that?

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How factions — hyper-active shared interest groups online — engage and drive narratives.
Ways brands can build relationships with influencers to connect with factions.
Why brands must understand factions to build brand equity and expand customer reach.

Yonder is an AI software company that discovers the hidden groups that control and amplify online narratives so companies can navigate unpredictable, ever-evolving internet with confidence. The company's mission is to create a more authentic internet, where everyone can experience a true sense of belonging.