160over90 | Agency Profile, Contacts, AOR, Client Relationships
Service: experiential marketing
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- (678) 405-7720
|Whitney P.||Group Creative Director||GA|
Sample of Related Brands
|Terence R.||Associate Creative Director||GA|
|Marc F.||Associate Creative Director||GA|
|Stevie B.||Director, Client Services||GA|
|Sara V.||Event Production Manager||GA|
Gen-Z, Millennial Media Opps: Lightlife releases fresh creative work
Lightlife launched the "Simple Ingredients for a Full Life" campaign. It will be supported by two 30-second video sports featuring actress and rapper Awkwafina. The spots will be released across TV, video and social media. Lightlife worked with creative shop 160over90 on the creative work. The brand is using the campaign to promote its new ingredients and labels, which are supposed to be easier for consumers to understand.
According to Pathmatics, Lightlife earned 584.1m impressions YTD through Instagram ads (88%), Facebook ads (9%), desktop display ads (2%) and mobile display ads (1%). It placed 100% of these ads site direct onto sites such as instagram.com, facebook.com, epicurious.com, eatingwell.com and refinery29.com. It spent around $5.2m on digital display ads YTD, more than double the $2.4m spent in this channel during the same time period of 2020. Full-year spend jumped from $2.2m in 2019 to $4.5m in 2020.
Per iSpot, Lightlife has allocated any budget towards national TV ads this year. It spent around $5.9m in 2020 during programming such as "The Office," "Diners, Drive-Ins and Dives," "America's Got Talent," "MasterChef" and "Guy's Grocery Games." It spent approximately $10.6m in this channel in 2019.
Sellers-- Lightlife's plant-based products most likely appeal primarily to Gen-Zers and millennials. It appears to be targeting these age groups, with a female skew. It has bee aggressively increasing digital spend over the last couple of years, while it has not invested in national TV ads yet this year. It most likely spend so much on national TV ads in 2019 and 2020 to spur initial brand awareness. Sellers should reach out to score possible last-minute campaign ad dollars.
Agency & martech readers-- I believe the only agency Lightlife works with is 160over90. You can try offering digital or media buying/planning assistance, since I do not believe it is outsourcing those duties at this time. Those of you that have experience with plant-based products may have an advantage.