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Campaign Imminent: Whoop hires PR AOR amid ad spend surge (Score 59)

You may want to Whoop's PR AOR to build the company's US presence and introduce it to new global markets. 

This hire closely follows Whoops most recent funding round, a Series E in October 2020 which raised $100m and brought its full valuation to $204.8m, per Crunchbase.

This company utilizes consumers' "personal readiness" to determine their straining and sleep needs, with the goal of optimizing their daily performance. To do this, Whoop developed a membership complete with an app-supported, lightweight and waterproof arm strap.

iSpot reports that Whoop first began investing in national TV commercials in Q4 2021, when it targeted male sports fans watching shows such as the 2020 U.S. Open Golf Championship, NFL Football, 2020 Reebok Crossfit Games, Live From the U.S. Open and LPGA Tour Golf. Last year, Whoop spent an estimated $2.3m during this time period.

In 2020, Pathmatics estimates the company earned 862.7m digital impressions via Facebook (46%), desktop video (24%), desktop display (16%), Instagram (13%) and mobile video (1%) ads. Whoop's 2020 full-year spend of approximately $6.3m far surpassed that of approximately $881.7k in 2019.

Additionally, per Magellan, Whoop aired a whopping (whooping?) 454 podcast ads within the past year.

Reach out soon to secure ad dollars via these channels, readers. Whoop's sharply increased digital ad spend, reliance upon paid social and usage of podcast advertising signal that its traditionally male target demographic currently skews toward Gen-Z and millennials.

Agency & martech readers - PR appointments often lead to other agency reviews, so reach out soon to see what additional partnerships Whoop may seek in the coming months. Its chances of doing so are also raised by its 2020 promotion of marketing VP John Sullivan to SVP.