Gen-Z, Millennial Opps: LAIKA expands CMO's role, surpasses FY 2022 digital spend (Score 60)

Sales Lead: Well, would you LAIKA-t that; in April 2023, LAIKA expanded the role of David Burke.

• Burke joined the company as CMO in July 2019 and is now its CMO and COO.
• He will continue leading brand marketing and overseeing film promotions while also handling operations and developing LAIKA's Live Action strategy.
• Since joining LAIKA, Burke has played a key role in establishing partnerships with organizations such as HBCU Bowie State, Women in Animation, Film Independent's Project Involve, Seattle’s Museum of Pop Culture, the Museum of Moving Image (MOMI), the Oregon Museum of Science and Industry (OMSI), and Portland Community College.
  • He has also spearheaded a multi-year sponsorship of the Academy Museum of Motion Pictures.
• The company will likely:
  • Shift strategy
  • Pursue additional sponsorships
  • Continue increasing spend
  • Seek new agency partners
• Target demographic: 
  • Gen-Z and millennials

Additional recent leadership shifts:

• The same month, LAIKA named Erika Kozak as its brand management and partnership coordinator.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the start of 2023, LAIKA has spent approximately $134.7k on digital ads, already 12% more than the approximately $120.1k spent in all of 2022.
  • YTD data: The company has earned ~18.5m digital impressions YTD, 55% via Facebook ads and 45% via Instagram ads.
  • Last year: In 2022, LAIKA spent roughly $120.1k on this channel, 5% more than the roughly $114.6k spent in 2021.
• Additional channel insights  
  • The company utilizes Facebook, Twitter, and online video (via Youtube.com) ads.
  • LAIKA sponsors podcasts such as The Official SaaStr Podcast.

Additional agency insights:

• Opportunity: Get in touch soon in case agency reviews follow this hire.
• Current agency roster:
  • Wieden + Kennedy​​​​​​​: Creative AOR

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