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Xerox plans to ramp up ad spend, experiment with new ad channels (Score 80)

Sales lead: Reach out to this company's DMs if you can help it reach a younger audience. 

• Xerox kicked off its biggest brand campaign in over five years in May 2023. 
• The company paused ad spend during the Covid-19 pandemic, but it is ramping spend back up now that many workers are returning to the office. 
• The "We Make Work, Work" campaign is part of Xerox's ongoing experiment with new ad channels to reach Gen-Z & millennial workers. 
• Xerox is ramping up streaming video, digital, & TikTok ad spend to appeal to these demographics. 
• The company will continue experimenting with its media mix until it finds the right balance.

Target demographic: Gen-Z & millennial corporate employees

The company will likely:

• Significantly increase ad spend
• Shift ad dollars around until it finds the optimal ROI
• Review the current agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Xerox spent $9.5k on digital display ads YTD after not allocating any budget toward this channel during the same time period of 2022. 
• YTD data: 1.2m impressions via Facebook (76%) and Instagram (24%). 
• 2021-2022 spend: Full-year spend totaled $124.7k in 2021.
  • It did not utilize this channel in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Additional channel insights  

• Top podcasts sponsored: Stories from NPR: NPR, Thrivetime Show | Business School without the BW, The BOB & TOM Show Free Podcast, The Kara Goldin Show, and Entrepreneurs on Fire. 

Agency analysis:

• Opportunity: Xerox's recent marketing strategy shift may lead to agency changes; get in touch now to be top-of-mind. 
• Current roster:
  • Code & Theory: creative AOR
  • Wavemaker: media buying & planning