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Digital Media Opps: Native launches digital campaign amid ad spend increases

Mustache developed 15-second spots which started airing on YouTube, Facebook and Instagram on June 7; they promote the fact that Native won't harm people while they cuddle, hug and play. The agency also made a behind-the-scenes video telling viewers how it produced these videos while simultaneously practicing social distancing.

The organic deodorant market is expected to grow 14% per year to $159m worldwide by 2025 as consumers become more conscious of the potentially harmful effects of aluminum salts in most deodorants, Grand View Research reports.

Per iSpot, Native spent around $365.7k on national TV ads YTD, up 7% from $342.2k during the same time frame of 2019. Spend totaled $2.6m in 2019; it did not utilize this channel in 2018. It primarily targets millennial and Gen-Z women via this channel (see targeting right).

According to Adbeat's estimates, out of the $441.9k the brand spent on digital display ads since June 2018, $309.4k (70%) was spent after June 2019. It placed 52% of these as video ads through YouTube onto youtube.com and thestayathomechef.com. It placed 30% of these ads site direct onto sites such as ellentube.com, retailmenot.com, goodreads.com, stylecraze.com and almanac.com. Finally, it placed 18% of these ads programmatically through Google Display Network onto sites such as thetrnespotter.net, atlasobscura.com, fragrantica.com, ellentube.com and gamestop.com. 

Native's target demographic tends to consist of better-for-you consumers; its aforementioned spending efforts, ad targeting and focus on social channels for this new initiative lead us to believe it's specifically trying to reach Gen-Z and millennials (parents especially). Thus, you should also offer paid social, podcast and/or OTT ad space. Remember, Native wants to reach consumers staying at home right now, and this audience is currently consuming more media than ever. Parent company P&G also utilizes OOH, print, radio and local broadcast.

Agency & martech readers - Native is clearly able and willing to work with outside agencies; we will let you know when we confirm whether Mustache is an AOR or a project-based partner. Hearts & Science handles P&G's media buying and planning, but you may be able to establish digital and/or social media management partnerships.