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Millennial Parents Opps: Lysol launches BTS campaign (Score 47)

Momentum made this campaign entitled "Little Big Talk." 

Lysol's current focuses also include cause marketing. The brand recently announced that Catherine Lowe, a TV actress, graphic designer and mom, recently became a partner in its HERE For Healthy Schools initiative. A new spot shows how Lysol plans to donate 28m packs of wipes to the Kids In Need Foundation; another 14m will go to the Frontline Impact Project.

Since the beginning of 2022, iSpot reports Lysol has allocated roughly $12.6m toward national TV commercials, 43% less than the roughly $22m allocated by this point last year. The brand allocated around $36.5m toward this channel last year after having spent 41% more, $51.6m, in 2020. Lysol's 2022 commercials have targeted Gen-X watching shows such as Today With Hoda & Jenna, Friends, NCIS: New Orleans, Charmed and America Says.

Per Pathmatics, the brand has spent approximately $4.8m on digital ads YTD, a significant decrease from the approximately $13.4m spent within the same 2021 timeframe. In 2021, Lysol's estimated full-year spend of $18.3m reached more than triple that of $5.6m in 2020. So far this year, the brand has earned ~563.7m digital impressions via Instagram (48%), Facebook (30%), desktop video/YouTube (18%), desktop display (3%) and mobile display (1%) ads. 

Lysol tends to target parents, especially millennial parents. According to Kantar data, the brand also invests in local broadcast. It holds planning conversations in Q1 and buying conversations in Q4.

Agency & martech readers - We have not yet heard of any additional roster shifts since parent company Access Brand Communications.