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Gen-Z Media Opps: CarLotz launches first major campaign after hiring CMO (Score 57)

Familiar Creatures handled its social.

In CarLotz's most recent earnings call, execs noted that they "are investing heavily in building our brand through our new marketing campaign"; this leads me to believe a notable portion of the company's budget will support this new initiative.

According to Pathmatics, the vehicle buying and selling marketplace hasn't invested in digital ads since spending around $31.6k, down 34% from the roughly $48.2k it spent in 2019. Last year, CarLotz earned ~12.6m digital impressions, 100% via desktop display ads, most of which (99%) were YouTube videos.

As I briefly hinted, I expect the company to return to heavier ad spent with this new campaign; sellers should get in touch soon to secure last-minute ad dollars. CarLotz tends to target Gen-Z. Remember, this new campaign includes OOH, social, radio, digital, TV, additional video content, sponsorships, local initiatives, influencer marketing and in-hub displays.

Agency & martech readers - We haven't heard of any roster shifts since Michael Chapman joined CarLotz as CMO ICR handles its PR.