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Campaign Imminent: Columbia Sportswear launches new collection after hiring CMO (Score 53)

promoting how time outdoors can boost people's moods with a new collection made with Madhappy. The collection features various clothing items available exclusively on Instagram. Columbia is reportedly relying on new products to retain consumer interest, so similar launches will come in the coming months. Promotional activity is also likely, so sellers should contact soon to offer last-minute ad space.

Per iSpot, Columbia hasn't utilized national TV since Q1 2022, when around $1.4m went to commercials that aired during NFL Football. It had spent approximately $9.7m on this channel in 2021, almost 5x the approximately $2m spent in 2020.

Since the beginning of 2022, Pathmatics reports the company has allocated roughly $5.7m toward digital ads, 14% more than the roughly $5m allocated by this point last year. Columbia's estimated full-year 2021 spend of $13.7m reached more than double that of $7m in 2020. The company has earned around 570.3m digital impressions YTD via desktop video/YouTube (35%), Instagram (31%), Facebook (29%), desktop display (4%) and mobile display (1%) ads. 

As you can tell by Columbia's increasing digital spend and its reliance on YouTube and paid social advertising, the company is primarily targeting Gen-Z and millennials. Since this audience often engages well with digital channels, the company may make future forays into additional digital channels such as Twitch, TikTok, OTT, the metaverse and/or podcasts. According to Kantar data, Columbia also utilizes radio, OOH, print (magazines) and local broadcast.

Agency & martech readers - We haven't heard of any roster shifts following the company's Universal McCann (media).