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Female Millennial, Gen-X Opps: Thinx launches new campaign amid TV spend increase

Oberlander, and more will roll out in Q1 2023. Sellers should contact sooner rather than later to offer high-ROI strategies among women.

According to iSpot, Thinx has allocated roughly $984.4k toward national TV commercials YTD, almost precisely double the roughly $491.7k allocated within the same 2021 timeframe. The company did not utilize this channel after this point last year, and it allocated roughly $112.7k toward this channel in 2020. Thinx's 2022 commercials have targeted Gen-X watching shows such as Law & Order, NCIS, Sex and the City, Criminal Minds and Two and a Half Men.

So far this year, Pathmatics Thinx (It knows; I just wanted to make the joke) that the company has spent approximately $4.5m on digital ads, a significant decrease from the approximately $7.3m spent by this point last year. Thinx's estimated full-year 2021 spend reached $14.6m, almost double that of $8.4m in 2020. The company has earned ~554.6m digital impressions via Facebook (51%), Instagram (47%) and desktop video (2%) ads.

The fact that Thinx's TV spend is increasing so much while its digital spend drops leads me to believe that the company is primarily targeting female millennials and Gen-X. Per Kantar data, Thinx also utilizes local broadcast.

Agency & martech readers - We are working hard to confirm whether Oberlander is an AOR or if it is working with Thinx on a project-by-project basis. Either way, it seems like a relatively new agency relationship, so you may have a shot at media, PR and/or digital analytics work. You may especially benefit from offering media services since Thinx is no longer working with its former media AOR, Stella Rising.