BFY Gen-Z, Millennial Opps: Tractor Beverage adds PR shop to its roster (Score 32)

Sales lead: Reach out to offer ad space & to inquire about other agency work. 

• Tractor Beverage (TB) picked up CBC as its PR AOR in October 2023.
• The agency is tasked with media relations, content creation, and paid media.
• We told you about TB's new social & influencer AOR, Movement Strategy, in August. 

Target demographic: Gen-Zers & millennials

The company will likely:

• Keep ramping up digital spend
• Increase promotional activity
• Keep building out its agency roster

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

• YTD spend: TB spent nearly $2.7m on digital display ads YTD, up 23% from $2.2m spent in this channel during the same time period of 2022. 
• YTD data: 407.4m impressions via Instagram (89%), Facebook (9%), and desktop video (2%).
• 2021-2022 spend: Full-year spend increased by 20% from $2.5m in 2021 to $3m in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com, facebook.com, and twitch.tv. 

Additional channel insights  

• Top podcasts sponsored: How Did This Get Made? and Add to Cart with Kulap Vilaysack & SuChin Park.

Agency analysis:

• Opportunity: I recommend offering creative & digital services to this company. 
• Current roster:
  • Movement Strategy: social & influencer AOR
  • Ways & Means: media AOR
  • CBC: PR AOR