Coyne Public Relations | Agency Profile, Contacts, AOR, Client Relationships

• The all-in-one service connects users with various vendors, including venues, food, and even other dress brands.
• Unlike its competitors, Pearl itself is a vendor that participates in around 650 bridal shows every year.
• CEO Jim Marcum reported that the company will support Pearl's launch with "a tremendous amount of digital advertising" via channels including social platforms.
  • The work will hit "every channel, category, and impression point," per Marcum.
• DB has also relied on acquisitions for recent growth (more here)
• The company will likely:
  • Keep increasing spend, especially via digital/social channels, when it launches the new campaign
• Target demographic: 
  • Millennial and Gen-X women, especially brides-to-be
  • Businesses, particularly potential vendor partners

​​​​​​​​​​​​​​Recent leadership shifts:

• To support the launch, DB named Sarah Lauber as the digital media strategist for Pearl in August 2022.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: DB allocated around $6012k on national TV commercials last year after not having utilized this channel in 2021.
  • 2022 ad programming: Its 2022 commercials targeted Gen-X watching shows such as Friends, Tyler Perry's House of Payne, Las Vegas, NFL Football, and Last Man Standing.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, the retailer spent roughly $3.8m on digital ads, 15% more than the roughly $3.3m spent in 2021.
  • 2022 data: DB earned approximately 466.5m digital ads last year via Facebook (73%), Instagram (21%), and desktop video (6%) ads.
• Additional channel insights  
  • The company utilizes DRTV, OOH, Google Ads, and local broadcast.

Additional agency insights:

• Opportunity: DB doesn't seem to have a creative AOR; get in touch soon to see if it's in search of one.
• Current agency roster:
  • ​​​​​​​In-House: Media
  • : Digital, media buying, social, and programmatic AOR
  • : PR AOR

Insight Sources: DRTV insights by .