Omelet | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

B2B & Millennial Opps: Asana launches campaign, surpasses FY 2021 digital spend

Omelet, "Tame Your Work Worries" shows how Asana can help people feel more in control of their work and their lives. Sellers should contact soon to secure last-minute ad dollars.

iSpot reports that Asana hasn't utilized national TV since 2020, when it allocated around $5.2k toward commercials that aired during Power Lunch, Closing Bell, Mad Money and Worldwide Exchange.

So far this year, Pathmatics reports that the company has spent approximately $14m on digital ads, already 19% more than the approximately $11.8m spent in all of 2021. In 2021, Asana's estimated full-year spend ($11.8m) was down 26% from that of $16m in 2020. The company has earned ~1.2b digital impressions YTD via desktop video/YouTube (60%), Facebook (25%), Twitter (7%), desktop display (5%) and Instagram (3%) ads. 

Asana tends to have a wide target demographic since it targets employers and their employees. Given its increasing digital spend and reliance on YouTube and paid social channels, the company is primarily targeting millennials as far as employees are concerned.

Agency & martech readers - We are working hard to determine whether Asana is working with Omelet on a project-by-project or AOR basis. If the former is true, the company may need help with additional projects like this campaign in the future. If the latter is true, the company may need additional agency partners to handle other areas such as media, PR and/or digital. We will, of course, let you know what we confirm.