Saatchi & Saatchi | Agency Profile, Contacts, AOR, Client Relationships
Service: full service
- Main Telephone
- (212) 463-2000
Saatchi & Saatchi Contacts
|Chris J.||Executive Creative Director||NY|
Sample of Related Brands
|Sarah B.||Chief Business Officer||NY|
|Jeremiah K.||Chief Operating Officer||NY|
|Nicole S.||Chief Marketing Officer||NY|
|Jennifer B.||Senior Vice President, Group Director, Account||NY|
Momvertising Opps: Downy features the Backstreet Boys in new campaign, increases digital spend
- Made by creative, digital, and social agency partner , the campaign promotes the Downy Rinse & Refresh product, which launched in September.
- Designed to blend nostalgia and modern relevance, it rolled out across broadcast TV, streaming TV, and online video.
- The brand will likely:
- Seek additional influencers
- Continue increasing digital spend
- Target demographic:
- Gen-Z and millennials with a strong skew toward moms and household decision-makers in general
- Its national TV commercials target both English- and Spanish-speaking audiences.
Additional spending insights (**note: the above data refers to the Downy brand specifically:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Downy has allocated roughly $148m toward national TV commercials YTD.
- Last year: In 2021, the brand ended up allocating around $175.8m toward this channel after having spent 3% less (so, spend went Downy), around $170.5m, in 2020.
- 2022 ad programming: Downy's 2022 commercials have targeted Gen-X watching shows such as NFL Football, Friends, La Rosa de Guadalupe, Chicago Fire, and Dateline NBC.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Since the beginning of 2022, the brand has spent roughly $1m on digital ads, 4% more than the roughly $96.5k spent in 2021.
- YTD data: Downy has earned ~130.1m digital impressions YTD via Instagram (93%), Facebook (2%), mobile display (2%), desktop display (2%), and mobile display (1%) ads.
- Last year: The brand spent approximately $96.5k on digital ads last year, 94% less than the approximately $1.6m spent in 2020.
- Additional channel insights
- The brand utilizes radio and local broadcast.
- It holds planning conversations in Q3 and buying conversations in Q2.
- Along with the Backstreet Boys, Downy works with influencers such as Katy Perry, Ellen Degeneres, Taylor Swift, and Rihanna.
Additional agency insights:
- Opportunity: P&G doesn't seem to currently have a brand-specific agency handling Downy's PR, so get in touch soon to see if that might change.
- Current agency roster:
- Saatchi & Saatchi: Creative, digital, and social agency partner
- In-House: Media
- : Creative AOR
- : Creative, digital, media, and social agency partner
Insight Sources: Broadcast insights estimated by Kantar.