Blenders Eyewear taps PR AOR, partners with Coach Prime (Score 14)

Sales lead: Reach out to help this company build brand awareness. 

• Blenders Eyewear picked up 5W as its PR AOR in September 2023.
• The agency is tasked with implementing a media relations program to increase brand awareness and boost sales. 
• Blenders also partnered with Deion Sanders, first-year head coach of the Colorado Buffaloes, on the limited edition Coach Prime sunglasses.
• Plus, the company is now the Preferred Eyewear Partner of Colorado Athletics.

Target demographic: Male millennial & Gen-Z sports fans

The brand will likely:

• Continue seeking influencers & sponsorships
• Build out its agency roster
• Increase ad spend

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Blenders spent about $37k on national TV ads YTD, just 17% of the $220k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: It started investing in this channel in 2022 spending $294.4k.
• Ad programming: It placed ads during programming such as Futurama, NHL Hockey, The Magnificent Seven, 2023 IIHF World Junior Championship, and Central Intelligence. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Blenders spent almost $12.2m on digital display ads YTD, a 17% increase from $10.4m spent in this channel during the same time period of 2022. 
• YTD data: 1.8b impressions via Facebook (59%), Instagram (40%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend fell by 17% from $16.3m in 2021 to $13.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Agency analysis:

• Opportunity: PR appointments commonly lead to one another, so get in touch now to offer creative, media, digital, or social media services.
• Current roster:
  • 5W: PR OR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.