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|Kendra F.||Vice President & Key Accounts Manager||NC|
Gen-Z Media Opps: Citi Trends pursues regional expansion
Citi Trends is largely focused on expanding its brand reach, according to execs in its latest earnings call, especially in CA and NE states. Sellers able to offer localized ad space in these areas should get in touch.
According to Pathmatics, Citi started investing in digital ads in 2020 for the first time since 2016. It ended up spending around $156k by the end of the year; while it has only spent around $13.5k so far this year, it hadn't invested in this channel at all last year by this point. Citi has earned ~1.7mn digital impressions YTD via Instagram (97%) and mobile display (2%) ads.
As the company continues pursuing growth, I expect its spend to continue picking up steam. It's likely also advertising heavily in West and NE markets. As you can tell, Citi is primarily targeting Gen-Z right now via paid social. Sellers able to offer high-ROI strategies among this audience will have the upper hand here.
Agency & martech readers - I don't see any major signs of upcoming reviews here, so focus elsewhere for the time being. To the best of my knowledge, The Wrijen Company is Citi's creative and multi-cultural AOR.