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e-Commerce Opps: Havaianas launches campaign amid ad spend drop
Brazilian sandal brand Havaianas US debuted a new campaign connecting color and positivity. Created by AlmapBBDO, "More Colorful Days Are Coming" uses the brand's positive energy and bright colors to remind viewers of joyful memories.
Havaianas has a "strong" US presence, per FootwearNews, and has battled through the global pandemic with digital in mind, which proved a successful tactic. In May and June 2020, the brand's US e-Commerce business grew by over 200%; thus, Havaianas is currently primarily focused on online sales. The brand's leaders began investing in tech and digital strategy before the coronavirus outbreak, and it globally relaunched a "massive" new e-Commerce platform. The service's special features enhance user relationships, build brand loyalty and support revenue growth. Havaianas experienced no interruption din production due to the pandemic.
The brand mostly exists as an online store, but it's also experimenting in pop-ups throughout the US; for example, in August 2020, it relaunched its VW Kombi with an LA-based event in partnership with Modern Beast. Havaianas continues to use the VW Kombi for its retail and marketing initiatives since it led to success via social media channels.
Unfortunately, Havaianas hasn't invested much in digital display since summer 2019, though it has started to sparingly utilize this channel in recent months; Adbeat estimates it only allocated $1.1k toward digital display from September 2019-2020, a fraction of the $18.7k spent from September 2018-2019. Most of this overall spend went toward programmatic ads placed via Google Display Network ($14.4k) onto sits such as hypebeast.com ($8.3k), refinery29.com, whowhatwear.com, hercampus.com and makeupalley.com.
Kantar data reports parent company Alpargatas also tends to invest in OOH but hasn't yet this year. Its focus on social media engagement, e-Commerce growth and digital display usage signal a target demographic of Gen-Z. It holds planning conversations in Q3 and buying conversations in Q2. Havaianas may invest in additional future experiential activations around LA.
Agency & martech readers - We have not heard of any roster shifts since Alpargatas promoted CMO Fernanda Romano, who joined in February 2019 as an executive digital director; since she's based in Brazil, we cannot provide her contact information. However, her hire leaves the company vulnerable to review; keep it on your radar for the future. Winmo states Alpargatas works with PR agency TBD has done creative projects for the company in the past.