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SponsorUnited Competitive Analysis
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Social impact is the latest responsibility to descend upon brand marketing teams. Now, along with promoting reasonable prices and high-quality products, brands must advertise the causes they believe in and how they’re supporting them. From Black Lives Matter to local farming, brands are expected to take a stand in solidarity with social movements.
In fact, 64% of consumers surveyed said contributing money alone isn’t enough. Brands should integrate social good directly into their business and raise awareness, too.
Ironically, in a time where consumer loyalty is dwindling (Instacart is the latest to take a hit), consumer expectations continue to rise. According to the Cone Communications/Echo Global CSR Study, 91% of consumers said they would switch to a brand that supports a cause if it offered a similar price and quality. In the same study, 92% said they would buy a product with a social or environmental benefit.
Winmo users: We just added Social Impact to our Advanced Search feature. Now, you can create custom reports filtering by the brands, and more importantly, the contacts, that have taken on social impact marketing. Here’s a sneak peek, and tons of additional spending details, of four brands with social impact titles planning in Q4 2021:
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1) Autozone
AutoZone recently selected Starcom as its media buying and planning AOR, concluding a competitive pitch. AutoZone also promoted a new merchandising, marketing, and supply chain EVP, Phil Daniele. Daniele joined in 1993 as a commercial and customer satisfaction SVP. Expect the company’s strategy to notably shift with a new roster and marketing leader.
Since the beginning of 2021, Pathmatics reports AutoZone has spent approximately $8.1M on digital ads, already 33% more than the approximately $6.1M it spent in all of 2020. AutoZone has earned around 720.3M digital impressions YTD via desktop video (34%), Instagram (23%), mobile video (19%), Facebook (13%), desktop display (7%) and mobile display (5%) ads.
- Sellers: Per Kantar data, AutoZone invests in OOH, print, radio, and local broadcast. It targets Gen-Z and millennials via digital and paid social with a strong male skew. Sellers should focus on ways to support AutoZone’s new DIY app.
- Agency and martech readers: Since agency reviews so often follow one another, especially with leadership shifts, the company could definitely seek PR, digital analytics and/or social media management agency partners. Those who can offer relevant services should get in touch.
2) Daily Harvest
Daily Harvest hired brand marketing campaign manager Mary Rose Barrett in August from Zeno Group, where she served as integrated brand solutions VP.
According to Pathmatics, Daily Harvest earned 1.4B impressions YTD through desktop video ads (60%), Facebook (19%), Instagram (18%), and Twitter (2%). It spent around $16.9M on digital display ads YTD, a 54% increase from $11M spent in this channel during the same period of 2020. Full-year spending skyrocketed from $3.8M in 2019 to $15.6M in 2020.
Magellan reports DH placed about 880 podcast ads over the last year.
- Sellers: Daily Harvest mainly targets Gen-Xers and millennials through national TV and digital display ads. However, it has been increasing digital spend, while decreasing national TV spend, which indicates it may be targeting a younger audience. It also invests in radio, print, and local broadcast TV ads, per Kantar. Sellers should reach out to Daily Harvest to offer relevant ad space.
- Agency and martech readers: Daily Harvest takes care of all marketing duties in-house… for now.
3) Stitch Fix
Stitch Fix is about to invest in an updated brand story while opening up new marketing mix channels such as product listing ads. Additionally, according to execs in its latest earnings call, the company is also experimenting with influencer and affiliate partnerships.
So far this year, iSpot reports the company has allocated $14.5M on TV commercials, down 16% from the $17.3M it allocated in 2020. Its 2021 commercials target millennials watching shows such as Friends, The Golden Girls, Rizzoli & Isles, Family Guy, and Chicago P.D. Additionally, per Magellan, the company has aired over 1.1K podcast ads within the past 12 months.
- Sellers: Stitch Fix tends to target millennials and Gen-Z via TV, paid social, YouTube, OTT, and podcast ads. It now targets men, as well. Sellers able to help optimize the company’s spending while its budget is smaller should get in touch soon.
- Agency and martech readers: There haven’t been any roster shifts since Stitch Fix’s CMO stepped down in 2020. Giant Spoon NY is Stitch Fix’s media AOR and The Many splits creative with an in-house team.
4) Zulily
Zulily is preparing to launch its holiday campaign with fresh creative work from its new agency Baldwin&. This includes 15- and 30-second audio/video spots, social media, and digital ads. The company is targeting moms with this campaign, which showcases Zulily as a “one-stop-shop” for the holidays.
According to Pathmatics, Zulily earned 1.4B impressions YTD through Facebook ads (50%), Instagram (39%), desktop display (10%), and mobile display (1%). It spent around $10.5M on digital display ads YTD, a 19% increase from $8.8M spent during the same time in 2020. Full-year spending jumped 16% from $15.7M in 2019 to $18.2M in 2020.
- Sellers: Zulily targets Gen-X and millennial women (moms) through digital display ads. TV spend has been declining steadily, but it will run national TV ads during the holidays. The company also invests in OOH and print ads, per Kantar. Start reaching out to offer last-minute holiday campaign ad space.
- Agency and martech readers: It seems Baldwin& is the only agency that Zulily currently works with. It has an in-house creative department, but reach out to see if it needs any additional assistance, too.
Want more? Download our full list of 100 Social Impact Titles Planning in Q4 here.