Female Opps: Hero Cosmetics launches first-ever campaign from new AOR as spend skyrockets (Score 30)
Sales Lead: Hero Cosmetics recently launched its first-ever awareness campaign promoting its Mighty Patch.
- Made by Humanaut, "Pimple, Meet Your Might Patch" rolled out across YouTube, TikTok, Meta, Amazon, OTT, and connected VT (CTV).
- This is Humanaut's first assignment for Hero after having been awarded the assignment in December 2022.
- The company will likely:
- Continue rolling out work from its new AOR
- Keep increasing spend
- Conduct additional agency reviews
- Target demographic:
- Gen-Z and millennial women
Recent leadership shifts:
- This campaign rolled out not long after Hero named Shana Cohen as its creative operations director in March 2023.
- Cohen joined from Meta, where she was a lead project manager.
Additional spending insights:
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Since the beginning of 2023, Hero has spent roughly $1.2m on digital ads, almost 4x the roughly $317k spent by this point last year.
- YTD data: The company has earned around 164.3m digital impressions YTD, 70% via Instagram ads and 30% via Facebook ads.
- Last year: In 2022, Hero spent approximately $1.9m on this channel, 27% more than the approximately $1.5m spent in 2021.
- Additional channel insights
- The company utilizes Google Ads.
Additional agency insights:
- Opportunity: Additional agency reviews could easily follow the recent creative AOR appointment, so get in touch to offer PR, media, digital analytics, experiential, influencer, and/or multicultural services.
- Current agency roster:
- Humanaut: Creative agency (at least for this campaign project)
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.