Jennifer Bett Communications | Agency Profile, Contacts, AOR, Client Relationships

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Pet Parents Opps: Smalls completes Series B funding round (Score 12)

Sales lead: The company may use some of the new funding to ramp up ad spend and build out its agency roster. 

• Smalls, a cat food start-up, secured $19m in a Series B funding round in March 2023. 
• The company will use these funds for expansion, retail partnerships, product innovation, and more employees. 
• Smalls launched in 2017 and refers to itself as the first cat-first brand. 

Smalls' target demographic: Cat parents seeking fresh & sustainable food options

The company will likely: 

• Ramp up ad spend 
• Continue investing in new ad channels 
• Build out the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Smalls aired its first national TV ad this year, spending approximately $886k YTD.
• Ad programming: It placed the ad during programming such as College Basketball, NHL Hockey, NBA Basketball, Women's College Basketball, and World Poker Tour. 

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

• YTD spend: Smalls spent around $710.9k on digital display ads YTD, a significant increase from $248.2k spent in this channel during the same time period of 2022. 
• YTD data: 98.5m impressions via Instagram (57%) and Facebook (43%). 
• 2021-2022 spend: Full-year spend fell by 19% from $2.1m in 2021 to $1.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com. 

Agency analysis:

• Opportunity: Reach out to this company's DMs to pitch your services. 
• Current roster:
  • Jennifer Bett Communications: PR

Insight Sources: Broadcast insights estimated by Pathmatics.