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Gen-Z, Millennial Opps: Bob's Discount Furniture launches campaign after hiring CMO (Score 69)

To reach a wider audience, Arnold Worldwide and Bob's internal marketing shop, LB & Co., "Assemble the Bobs" is one of the company's largest campaigns ever, when it comes to both dollar amount spent and production. 15-, 30-, and 60-second spots rolled out across TV, radio and digital platforms such as Facebook and YouTube. It will be included in programming such as This is Us (NBC), Chicago Fire (NBC), I Can See Your Voice (FOX) and the Olympics (NBC/Peacock). The campaign also includes an in-store element through which customers can ask for a pin at stores and post selfies with the pins online using Bob's hashtag. Sellers should contact sooner rather than later to secure last-minute ad dollars.

This campaign launched not long after Bob's got a new top marketer. In October 2021, Greg Foglesong joined the retailer as EVP, CMO and CDO after having served as the EVP of Carters's North American omni-channel retail, eCommerce and global marketing. Obviously, Foglesong's hire has already affected Bob's marketing strategy; keep the company on your radar for additional strategy shifts in the coming months.

According to iSpot, Bob's allocated roughly $1.7m toward national TV commercials last year, up 55% from the roughly $1.1m it allocated in 2020. The company's 2021 commercials aired during programming such as The First 48, SportsCenter, ¡Despierta América!, Law & Order: Special Victims Unit and Primer impacto.

In 2021, Pathmatics reports Bob's spent approximately $1.5m on digital ads, up 25% from the approximately $1.2m it spent in 2020. The retailer ended up earning ~161.6m digital impressions last year via Facebook (49%), Instagram (19%), desktop display (14%), desktop video (11%), mobile display (4%) and mobile video (2%) ads.

Sellers able to offer high-ROI strategies among Gen-Z and millennials will have an advantage securing ad dollars here since Bob's seems to be primarily targeting this audience right now via TV and digital. Per Kantar data, Bob's also invests in OOH, radio and local broadcast. It also utilizes search marketing.

Agency & martech readers - The CMO hire could easily lead to agency reviews; get in touch sooner rather than later to get on Foglesong's radar. We are working hard to confirm whether Bob's is working with Arnold and will, of course, keep you updated. THIRD EAR (multicultural).