VMLY&R | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (269) 349-7711
|Kevin K.||Chief Communications Officer||MI|
Sample of Related Brands
|Brad L.||Executive Creative Director||MI|
|Dan W.||Writer & Creative Director||MI|
|Susan M.||Executive Creative Director||MI|
|Denise M.||Group Account Director||MI|
Gen-Z Media Opps: Express continues using high-ROI paid social strategy with significant spend increases
Recent social media advertising has, one could say, expressed retailer Express well. According to execs in the company's latest earnings call, its engagement metrics have increased significantly across social channels; Instagram is up 8%, with Twitter up 140%, compared to 2019. Express's leaders are largely focused on making the company's advertising as creatively, relevantly and authentically as possible. The high ROI it's experiencing via paid social leads me to believe Express will continue investing notably in digital advertising.
To support these strengthened advertising efforts, Express hired paid media director Mallory McGill (April) and social media marketing specialist Ryan Kell (May).
iSpot reveals no national TV spend data for Express since it allocated around $205.1k in 2019.
Pathmatics reports the company has largely supported its eCommerce platform and rewards program recently; so far this year, it has spent roughly $12.5m on digital ads, its spend having skyrocketed from the roughly $1.1m it spent within the same 2020 timeframe. Express's estimated full-year 2020 spend of $6.5m reached 33% more than that of $4.9m in 2019. The company has earned ~353.2m digital impressions YTD via Instagram (51%), Facebook (44%), desktop display (5%) and desktop video (1%) ads.
Additionally, according to Magellan, Express has aired 195 podcast ads within the past 12 months; it only aired nine within the 12 months prior.
As I briefly mentioned, the company's digital, particularly paid social, spend should continue rising throughout the rest of 2021. Judging by its increasing digital spend and reliance on paid social channels, it's primarily targeting Gen-Z right now. To reach this audience even more effectively, Express may also invest in OTT. Per Kantar data, the company additionally utilizes print media via national newspapers.
Agency & martech readers - Express's marketing team has expanded notable within the past year, but these leadership changes haven't led to any roster shifts about which we've heard. Thus, I suggest you focus your attention elsewhere for now. Right now, Express works with media AOR Capgemini PA.