Alto New York | Agency Profile, Contacts, AOR, Client Relationships
Service: creative agency
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- (929) 295-0252
Alto New York Contacts
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|Hannes C.||Founder, Chief Creative Officer||NY|
|Verena Z.||Senior Director, Project Management & Accounts||NY|
|Julia M.||Director, Art Production||NY|
|Filipe N.||Senior Art Director||NY|
B2B, Momvertising Opps: Upwork launches effort to help moms get jobs post-Covid
Upwork launched a two-pronged initiatives, #MotherhoodWorks, to tell corporate America to start viewing working moms as assets. The campaign includes a 60-second video that shows moms using skills translatable to the professional world in their personal lives - skills like creative problem solving, multitasking and decision-making. Shorter spots will roll out across social media through May 31.
The work also includes a landing page, "Hire a Mom," that allows working moms the chance to apply for remote jobs and access skills certification, coaching and networking events.
Upwork is focusing on this due to an exodus of women from the workforce caused by the pandemic. Women reportedly accounted for 63% of job loss between 2020-2022 (more here).
Sellers able to offer high-ROI strategies among moms and business DMs should get in touch sooner rather than later to secure last-minute ad dollars.
According to iSpot, Upwork has allocated roughly $6.1m toward national TV commercials YTD; it did not utilize this channel within the same 2021 timeframe. The company ended up allocating roughly $2.8m toward this channel last year and did not utilize it in 2020. Upwork's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, SportsCenter, Special Report With Bret Baier, NBA Basketball and FOX and Friends.
So far this year, Pathmatics reports the company has spent approximately $3.3m on digital ads, a slight (6%) decrease from the approximately $3.5m it allocated within the same 2021 timeframe. Upwork's estimated full-year 2021 spend of $12.5m increased slightly (2%) from that of $12.3m in 2020. The company has earned around 464m digital impressions YTD via Facebook (37%), Twitter (19%), desktop display (19%), desktop video (17%), mobile display (6%) and Instagram (2%) ads.
As I briefly mentioned, this new initiative is designed to reach moms and business DMs; sellers, contact soon to offer relevant ad space.
Agency & martech readers - We haven't heard of any roster shifts since Upwork appointed CMO Melissa Waters May 2021 rebrand and campaign. We will let you know when we confirm whether or not Alto is now Upwork's official agency partner.