Concentric Marketing | Agency Profile, Contacts, AOR, Client Relationships

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Millennial Momvertising Opps: Gerber Childrenswear releases new baby, toddler line (Score 22)

Sales lead: Get in touch if you can help this company promote its new product line. 

• Gerber Childrenswear (GC) recently launched a new line of baby and toddler apparel called Our Softest Edit. 
  • It includes pajamas, dresses, headbands, and rompers.
• The new line is available online through GC's eCommerce platform, Amazon, & Walmart.com. 
  • All items are under $25 and are offered in seven colors, with twelve year-round prints and two holiday prints. 

GC's target demographic: Millennial moms 

The company will likely: 

• Continue increasing spend to promote Our Softest Edit
• Seek PR assistance to help promote the new line

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: GC spent around $1.6m on digital display ads YTD, a 72% increase from $928.9k spent in this channel during the same time period of 2021. 
• YTD data: 206m impressions via Facebook (52%) and Instagram (48%). 
• Last year: Full-year spend plummeted from $5.2m in 2020 to $1.4m in 2021. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Agency analysis: 

• Opportunity: You may be able to pick up media, digital, PR, or social media work. 
• Current roster:
  • Concentric Marketing: creative AOR

Insight Sources: Digital spend insights estimated by Pathmatics.