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Ketchum South Contacts
|Hilary H.||Partner & Managing Director, Global Practices||GA|
Sample of Related Brands
|Chris D.||Senior Vice President, Marketing||GA|
|Marissa K.||Vice President & Senior Media Specialist||GA|
|Kristin C.||Managing Account Supervisor||GA|
|Lauren B.||Managing Director, Employee Communications & Engagement||GA|
Female Gen-Z Opps: 7-Eleven launches $70m campaign
360i NY, "Take it to Eleven" will be backed by a budget of over $70m. Overall, 7-Eleven has reportedly more than doubled its marketing investment in 2021.
According to iSpot, this campaign marks the first time the company has invested in national TV since Q3 2020. So far, 7-Eleven has spent approximately $107.9k on this campaign; by this point last year, the company hadn't invested in this channel at all. 7-Eleven ended up spending approximately $101.6k on this channel, 4x the approximately $25.8k it spent in 2019. The company's new campaign has targeted a female-skewed audience with targeted shows such as Wheel of Fortune, Jeopardy!, Judge Judy, Last Man Standing and The Real.
YTD, Pathmatics reports 7-Eleven has allocated roughly $2.6m toward digital ads, more than double the roughly $1.1m it had allocated by this point last year. The company's estimated full-year 2020 spend of $5.3m only reached around a quarter of that of $21.9m in 2019. 7-Eleven has earned ~373.7m digital impressions since the beginning of 2021 via Instagram (49%), desktop video (26%), Facebook (15%), mobile display (5%) and desktop display (4%) ads. Most of this year's desktop video ads have been placed onto youtube.com (46%) and twitch.tv (43%).
Remember, 7-Eleven's new campaign will be supported by a notable advertising budget, so the increases in spend will continue throughout 2021. Its spend for TV and digital dropped YOY in 2020 but are already picking up serious speed this year. The company's reliance on Instagram, YouTube, Twitch and Facebook advertising show that it's primarily targeting Gen-Z right now. Thus, 7-Eleven may start investing in OTT and/or podcast ads as well. As you know by now, its TV commercials particularly target women. The company has also been ramping up its efforts to reach Hispanic audiences. It's also investing in localized ad space by hiring local muralists to support and attract local communities with custom art. Right now, 7-Eleven also utilizes OOH, print (newspapers), radio and local broadcast, per Kantar data.
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