|Ashley W.||Partner & Chief Development Officer||OH|
Sample of Related Brands
|Matt F.||Chief Executive Officer||OH|
|Trey H.||President & Partner||OH|
|Jeff W.||Partner & Chief Creative Officer||OH|
|Stacy A.||Vice President, Activation||OH|
Gen-Z Media Opps: Brooks Running taps social media AOR amid rising digital spend
2019. Curiosity's in-house production studio, Curio, will also help develop content across all platforms.
Demand for BR's products surged in the pandemic. In 2020, over 28% of the US population either started new outdoor exercise habits or increased their existing ones, reportedly; many added running into their goal of staying active, getting outside and managing stress. BR ended 2020 with a personal record, with global revenue reaching nearly $850m, a 27% YOY increase.
According to iSpot, the company hasn't invested in national TV since spending around $813 in Q4 2020.
So far this year, Pathmatics reports BR has spent roughly $3m on digital ads, up 20% from the roughly $2.5m it spent within the same 2020 timeframe. The company's estimated full-year spend of 2020 reached $7.6m, 43% more than that of $5.3m in 2019. BR has earned ~410.7m digital impressions YTD via desktop video (38%), Facebook (36%), desktop display (18%), Instagram (4%) and mobile display (3%) ads. 94% of this year's desktop video ads have been placed site direct, primarily onto site destinations such as youtube.com (37%), accuweather.com, yahoo.com, nypost.com and foxnews.com.
This gradual rise in digital spend, along with BR's reliance on YouTube and Facebook ads, shows that it's primarily targeting athletic Gen-Z and millennials right now. Its hire of a social media AOR shows how dedicated BR's leaders are to paid channels right now, which signals a sharper skew toward Gen-Z especially. This may lead the company to make forays into additional digital channels such as OTT and/or podcast. Per Kantar data, BR also invests in print media via magazines.
Agency & martech readers - Reviews often follow one another, so get in touch soon to offer media and/or PR services. BR's leaders are clearly happy with the company's current creative AOR, Huge, and our records state this agency also handles BR's digital remit. Other than that, to the best of our knowledge, the company works with media AOR M Booth & Associates.