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Gen-Z Momvertising Opps: Hamilton Beach's digital spend spiking amid rise in demand

Household goods company is not throwing away its shot - according to execs in its latest earnings call, the company is re-freshening and strengthening its brands through new product development, new packaging, online content, new digital marketing and social media campaigns. While striving to keep up with coronavirus-related surges in demand, HB is particularly focused on growing in the health and wellness space. Now that it's using new kinds of digital marketing, I expect the company to continue increasing its digital spend.

So far this year, Pathmatics reports HB has spent roughly $130.9k on digital ads, up exponentially from the roughly $16.9k it spent within the same 2020 timeframe. The company's estimated full-year 2020 spend nearly tripled to $423.1k from that of $143.5k in 2019. HB has earned around 19.5m digital impressions YTD via Instagram (85%) and Facebook (15%) ads.

As I briefly mentioned, demand for this company's household items has risen as more consumers are spending time at home due to the pandemic. HB's products are available largely through retail distribution partners, but right now, its eCommerce business is booming. Judging by the huge increase in its digital spend and its reliance on Instagram and Facebook advertising, it's safe to say HB's traditionally mom-oriented target audience currently consists primarily of Gen-Z. Thus, it may make forays into additional digital channels such as podcast and/or OTT. Per Kantar data, HB also invests in print media.

Agency & martech readers - I'd focus my attention elsewhere for now if I were you; this company shows no major signs of upcoming reviews. Right now, to the best of our knowledge, Darling Agency.