DuMont project | Agency Profile, Contacts, AOR, Client Relationships
Service: Advertising Services
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DuMont project Contacts
|Katrina O.||Executive Vice President, Media & Marketing Strategy||CA|
Sample of Related Brands
Female Gen-Z Media Opps: BareMinerals sharply increases digital spend
Digital spend promoting skincare brand BareMinerals has skyrocketed this year; I suggest sellers able to offer high-ROI digital strategies get in touch sooner rather than later to secure some of these rising ad dollars.
So far this year, Pathmatics reports the brand has spent roughly $4.8m on digital ads, already around triple the roughly $1.7m it spent in all of 2020. In 2020, BareMinerals's estimated full-year spend ($1.7m) was up slightly (by 6%) from that of $1.6m in 2019. It has earned ~368.4m digital impressions YTD via YouTube (66%), Instagram (27%) and Facebook (7%) ads.
This sharp increase in digital spend and reliance on YouTube and paid social advertising show that the female-oriented brand is primarily targeting Gen-Z right now. To do so, it may expand down the road into additional digital channels such as OTT and/or podcast. Sellers able to offer relevant ad space should do so soon. BareMinerals holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - I see no glaring signs that parent company Rain the Growth Agency OR (media and creative).