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Millennial Momvertising Cause Opps: Gymboree expands non-profit partnership amid digital spend surge

Children's clothing retailer Gymboree expanded its partnership with nonprofit Delivering Good for Easter; the brand donated clothing to families and kids in need.  I expect the brand to invest in similar initiatives around future holidays, so keep Gymboree on your radar.

So far this year, Pathmatics reports the brand has spent roughly $86.2k on digital ads, almost double the roughly $49.3k it spent within the same 2021 timeframe. Gymboree ended up spending roughly $497.5k on this channel last year, only around half of the roughly $1k it spent in 2020. The brand has earned ~9.8m digital impressions YTD via Facebook (90%) and Instagram (10%) ads.

Gymboree tends to target mom. Its increasing digital spend and reliance on Facebook ads lead me to believe it's particularly targeting millennials since this audience tends to use Facebook the most. Spend doesn't show any sign of slowing down soon, so sellers able to offer relevant ad space should get in touch sooner rather than later.

Agency & martech readers - Parent company PlusMedia on media.