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Female Millennial Opps: Swarovski significantly increases spend
Swarovski has started significantly increasing spend. Sellers able to get the brand in front of as many female millennials as possible should get in touch.
According to iSpot, Swarovski started investing in national TV again this year for the first time since the end of 2019. So far this year, it's spent approximately $5.8m on this channel this year, up 76% from the approximately $3.3m it spent in 2019. Swarovski's 2021 commercials have targeted millennials and Gen-X watching shows such as Good Morning America, Wheel of Fortune, Friends, The Voice and Dancing With the Stars.
So far this year, Pathmatics reports the jewelry company has allocated roughly $7.7m toward digital ads, already around 4x the roughly $1.8m it allocated in all of 2020. In 2020, Swarovski's estimated full-year spend ($1.8m) dropped 36% from that of $2.8m in 2019. The company has earned around 1.3m digital impressions YTD via Instagram (39%), desktop display (25%), Facebook (18%), mobile display (10%) and desktop video (8%) ads. Top site destinations for this year's desktop display ads include yahoo.com (30%), dpreview.com, slickdeals.net, woot.com and bodybuilding.com.
Right now, Swarovski is primarily targeting millennial women. Per Kantar data, the company also invests in print (magazines), OOH and local broadcast. Sellers able to offer relevant ad space should contact soon.
Agency & martech readers - I see no glaring reasons for upcoming agency reviews, but you may be able to secure project-based work down the road. Swarovski currently works with Havas NY is its media AOR.