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Social Campaign Imminent: Visible taps social AOR amid soaring digital spend (Score 73)

Update: GUT Miami as its social AOR. The agency will now lead all US content creation and strategy, handling owned channels such as Twitter, Instagram, Facebook and TikTok. We'll likely see work debut soon across these channels, so sellers should contact soon to secure last-minute ad dollars. We could also see additional agency reviews, so agency readers should also contact.

Visible also recently debuted a Pride initiative in which LGBT+ influencers tell fans what they wish their younger selves could hear.

Visible typically targets millennials, but this revamped focus on social media channels signals it's also targeting Gen-Z, a generation that tends to spend more time overall on socials than other generations do (more here). Sellers should get in touch soon to offer high-ROI digital channels among Gen-Z and millennials. Read more details regarding Visible's recent spend in the article below; I suggest paying specific attention to the company's skyrocketing digital spend. TV spend is dwindling, but Visible is still utilizing it.

Agency & martech readers - Contact soon to secure potential creative, PR, media and/or digital analytics work, readers, considering how often agency reviews follow one another. This is the first roster shift since Visible appointed CMO Cheryl Greshman Madwell currently handles creative. We could see creative and/or media reviews, but PR and/or digital analytics reviews are the likeliest.

The article below was originally published on April 12:

All-digital wireless service provider Visible is utilizing tongue-in-cheek creative to stand out in a saturated space. A new, "unlimited eyebrowsing" campaign shows Schitt's Creek star Daniel Levy showing how consumers can scroll through websites using their eyebrows. Readers able to support Visible's brand awareness efforts (make it, you know, more visible) should get in touch soon to see what opportunities might arise.

Visible also recently teamed up with Match Group on a registry for singles featuring various gifts. The effort was designed for singles, a target audience to whom its low costs and single-line plans featuring unlimited data would especially appeal.

So far this year, iSpot reports the company has spent approximately $4.1m on national TV commercials, only around a third of the approximately $12.7m it spent within the same 2021 timeframe. Visible ended up spending approximately $30.1m on this channel last year, more than 3x the approximately $8.7m it spent in 2020. The company's 2022 commercials have targeted Gen-Z and millennials watching shows such as Diners, Drive-Ins and Dives, The Office, Ridiculousness, The Bachelor and Home Town.

According to Pathmatics, Visible has allocated roughly $5.6m toward digital ads YTD, more than 5x the roughly $1m it had allocated by this point last year. In 2021, the company's estimated full-year spend dropped 56% to $6.8m from that of $10.6m in 2020. Since the beginning of 2022, Visible has earned ~5.6m digital impressions via desktop video (70%), Instagram (17%), desktop display (9%), mobile display (3%) and Twitter (1%) ads. Most (91%) of this year's desktop video ads have been placed site direct onto youtube.com.

Additionally, Magellan shows the company has aired about 51 podcast ads within the past 12 months.

Visible tends to target millennials, so sellers able to offer high-ROI strategies among this audience will have an upper hand securing ad dollars. Remember, it's especially targeting singles.

Agency & martech readers - We haven't heard of any roster shifts since Visible named Cheryl Gresham as CMO VM1 on media buying and planning.