Female Opps: Nothing Bundt Cakes launches first work from new AOR (Score 21)

Sales Lead: Nothing Bundt Cakes (NBC) recently launched its first campaign from AOR PMG.

• The agency created an integrated full-funnel go-to-market strategy spanning insights, creative, and media.
  • PMG became NBC's creative and media AOR in December 2022.
  • PMG's focus is on contemporizing NBC's brand via a fresh digital approach complete with playful taglines and imagery.
  • To this end, the agency teamed up with NBC in February 2023 on a full rebrand.​​​​​​​
• ​​​​​​​The new full-funnel integrated media buy involves influencer marketing with more than 12 diverse creators.
  • These creators, which include @cost_n_mayor, @overthemoonfaraway, @csapunch, @Rod, and ​​​​​​​@snackqween, have a combined reach of over 16m.
• The company will likely:
  • ​​​​​​​Continue rolling out new work
  • Keep shifting strategy
  • Return to higher ad spend
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Women ranging from Gen-Z through Gen-X

Recent leadership shifts:

• NBC also selected Colleen Glendinning as its new performance marketing director in September 2022.
  • ​​​​​​​She now defines and measures the company's paid media strategy, focused on leading its digital strategy and expansion.
  • She also develops, drives, and oversees the execution, design, and implementation of integrated media campaigns that support national efforts.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, NBC has spent approximately $1.3m on digital ads, less than half of the approximately $3.2m spent within the same 2022 timeframe.
  • YTD data: The company has earned around 180.5m digital impressions YTD via Facebook (63%), Instagram (23%), desktop display (10%), and mobile display (4%) ads.
  • Last year: In 2022, NBC spent roughly $7.4m on this channel, 6% more than the roughly $7m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads.

Additional agency insights:

• Opportunity: Additional agency reviews could easily follow the recent creative and media AOR hire, so get in touch soon to offer social, PR, digital analytics, experiential, and/or multicultural services.
• Current agency roster:
  • ​​​​​​​​​​​​​​PMG: Creative and media AOR (December 2022)
  • SPM Communications: Social and PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.