Hook | Agency Profile, Contacts, AOR, Client Relationships
Service: digital production
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Hook Contacts
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| Alison D. | Chief Operating Officer & Managing Director | MI | ||||||||||||
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| Michael W. | Co-Founder & Chief Executive Officer | MI | ||||||||||||
| Aaron S. | Co-Founder & Chief Creative Officer | MI | ||||||||||||
| Nick W. | Partner & Chief Artificial Intelligence Officer | MI | ||||||||||||
| Chris W. | Partner & Chief Technology Officer | MI | ||||||||||||
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WinmoEdge
Millennial Opps: Fitbit launches campaign
In its latest ad campaign, Joan, "Feel Your Power" features a diverse group of influencers such as Petey, Leah V and Nor Diana. Fitbit is working to make fitness more accessible, achievable and fun. The new ads will run until May 8 on TV, digital and paid social channels; Fitbit is also inviting people to share health stories on social media via #FeelYourPower. Sellers should get in touch soon to see what last-minute ad dollars are available for this campaign as well as more opportunity as Fitbit continues trying to reach outdoorsy folks ahead of and during the warmer summer months.
So far this year, iSpot reports the brand has spent approximately $643.7k on national TV commercials, down 18% from the approximately $789.8k it spent within the same 2021 timeframe. Fitbit's estimated full-year 2021 spend of $24.8m was up 68% from that of $14.8m in 2020. The brand's 2022 commercials have targeted Gen-X watching shows such as NBA Basketball, This Is Us, Chicago Fire, The Wonder Years and To Tell the Truth.
Per Pathmatics, Fitbit has allocated roughly $1.2m toward digital ads YTD, down 25% from the roughly $1.6m it had allocated by this point last year. The brand ended up allocating roughly $21m toward this channel last year, almost 4x the roughly $5.7m it allocated in 2020. Since the beginning of 2022, Fitbit has earned around 145m digital impressions via Facebook (62%), Instagram (36%) and desktop display (1%) ads.
Additionally, Magellan shows the brand has aired 26 podcast ads within the past 12 months.
Spend will hopefully pick back up as this new campaign keeps rolling out. Fitbit tends to primarily target millennials, so sellers able to offer high-ROI strategies among this audience will have an upper hand securing ad dollars. According to Kantar data, the brand also invests in local broadcast. It holds planning conversations in Q1 and buying conversations in Q4.
Agency & martech readers - We have not heard of any additional roster shifts on parent company Anomaly. Joan is the creative AOR for Fitbit.