M Booth & Associates, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
- Main Telephone
- (212) 481-7000
M Booth & Associates, Inc. Contacts
|Alfredo B.||Chief Technology Officer||NY|
Sample of Related Brands
|Bonnie U.||Chief Insights & Planning Officer & Director, M Booth South||NY|
|Dale B.||Chief Executive Officer||NY|
|Adrianna B.||Chief Creative Officer & Managing Director||NY|
Gen-Z, Millennial Opps: Aquaphor promotes tie between physical & mental health in new campaign
In its first-ever brand purpose campaign, Aquaphor promotes the idea that true skin healing can break cycles of emotional pain. "Before & Aquaphor" is meant to introduce the brand to "a new generation" across digital and social platforms, dedicated PR and professional efforts and in-store touchpoints. New ad creatives will continue running in both English and Spanish, so sellers should contact soon to secure last-minute ad dollars.
So far this year, Pathmatics reports Aquaphor has spent roughly $208k on digital ads, a mere fraction of the roughly $3.1m it had spent by this point last year. The brand's estimated full-year 2021 spend more than doubled to $12.7m from that of $5.1m in 2020. Aquaphor has earned around 24.4m digital impressions YTD via Facebook (58%) and Instagram (42%) ads.
Hopefully, spend will pick back up soon to support the new campaign. The focus on a new generation leads me to believe Aquaphor is starting to target relatively younger audiences, so I expect sellers able to offer high-ROI strategies among Gen-Z and millennials to have an upper hand securing ad dollars. According to Kantar data, Aquaphor also invests in local broadcast. It holds planning conversations in Q3 and buying conversations in Q2.
Agency & martech readers - I haven't heard of any additional roster shifts since parent company M Booth & Associates is its creative, PR and social AOR.