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Gen-Z Media Opps: Signet Jewelers continues "always-on" marketing strategy, increases spend

Signet Jewelers's leaders believe that the company will be receive strong responses from customers throughout the remainder of 2021, largely in part to its "always-on" marketing strategy, its promotional events and its product assortment, according to its quarterly report. Depending on how many jewelry purchases it sees, the company may initiate additional marketing promotions. Whether it does or not, spend is already on the rise; keep Signet on your radar.

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According to Pathmatics, Signet has spent roughly $37m on digital ads YTD, already more than double the roughly $15m it spent in all of 2020. In 2020, the company's estimated full-year spend ($15m) jumped 10% from that of $13.6m in 2019. So far this year, Signet has earned around 4.1b digital impressions via Instagram (61%), Facebook (22%), desktop video (11%), desktop display (3%), mobile display (2%) and mobile video (1%) ads.

Additionally, Magellan reports the company has aired 23 podcast ads within the past 12 months.

Spend will likely stay high throughout the rest of the gift-giving holiday season, through Valentine's Day or even Mother's Day and into the spring wedding season. Signet tends to target Gen-Z via paid social and podcast ads; it primarily targets women and gift-giving men. Kantar data reports the company also invests in print (newspapers) and local broadcast, though overall spend in these channels is dropping. It also utlizes email marketing. Sellers able to offer relevant ad space should get in touch.

Agency & martech readers - Nothing major currently points toward upcoming agency reviews, but you may be able to secure project-based work down the road. Signet currently works with McKinney (Jared's creative).