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1000heads Contacts
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| Mike D. | Chief Executive Officer | NY | ||||||||||||
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| Deanna S. | Strategy Director | NY | ||||||||||||
| Chloe M. | Account Director | NY | ||||||||||||
| Savannah H. | Director, Communications | NY | ||||||||||||
| Adam W. | Managing Director, Americas | NY | ||||||||||||
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WinmoEdge
Female Gen-Z Opps: Benefit Cosmetics launches new campaign
TikTok campaign that stars actor, comedian and social media personality Rickey Thompson. Made by Bindery, "Brow Tales" promotes Benefit's popular eyebrow products and encourage self-love and confidence. Sellers - it might Benefit you to get in touch soon to secure last-minute ad dollars.
So far this year, Pathmatics reports the company has spent approximately $464.8k on digital ads, less than half of the approximately $1m it had spent by this point last year. In 2021, Benefit's estimated full-year spend of $1.8m reached more than 6x that of $239k in 2020. The company has earned ~53.4m digital impressions YTD via Instagram (63%), Facebook (25%) and YouTube (11%) ads.
Spend will hopefully pick back up to support this new initiative. Benefit's reliance on paid social, YouTube and TikTok ads signals a Gen-Z target demographic; its target demographic also has a strong female skew.
Agency & martech readers - I see no major signs of upcoming agency reviews here right now, so it might Benefit you better to keep the company on your radar for project-based work. Winmo states Benefit works with creative AOR MediaCom NY (media).