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Female Gen-Z, Millennial Opps: Cetaphil taps new digital/social AOR amid significant ad spend increases (Score 54)

Barbarian. The agency will now transform Cetaphil's digital ecosystem and streamline its global digital properties such as its website, social presence and retailer activity. Keep an eye out for increased digital, and particular paid social, ad spend as a result of this agency shift.

iSpot reports Cetaphil's national TV commercials of 2020 largely targeted women viewing programs such as Family Feud, Blue Bloods, The First 48, Chicago P.D. and Criminal Minds. YTD spend of around $29.3m reflects a 20% increase from the roughly $24.4m spent by this point last year; the brand spent $25.4m on this channel in 2019, up slightly (1%) from $25.1m in 2018.

So far this year, Pathmatics estimates Cetaphil earned 452.7m digital impressions via desktop video (45%), Instagram (41%), Facebook (5%), mobile video (5%) and desktop display (4%) ads. 97% of desktop video ads were placed site direct onto youtube.com, and the brand's #2 site destination was hulu.com. An approximate YTD spend of $4.6m nearly doubled the approximately $2.6m spent within the same 2019 timeframe. In all of 2019, Cetaphil allocated around $2.7m toward this channel, only slightly (4%) down from $2.8m in 2018.

As you can see, the brand has already started focusing more on digital, paid social and OTT advertising. As far as OTT is concerned, remember the hulu.com targeted ads; I have also noticed Hulu ads for Cetaphil over the past several weeks. This increased digital/paid social/OTT advertising leads me to believe the brand's traditional female target demographic, which is reinforced by the increased national TV spend, currently consists primarily of Gen-Z and millennials. Kantar data reports Cetaphil also invests in print (magazines) and local broadcast, and it holds planning conversations in Q1 and buying conversations in Q4.

This brand is superior to many of its competitors since its products hydrate, sooth, cleanse, and moisturize skin, intentionally advertising how it helps sensitive skin. Many competing brands focus less on how they can medically assist consumers seek healthier skin. 

Agency & martech readers - With agency reviews so often following one another closely, now is the time to reach out for potential creative and/or media partnerships. Winmo states Cetaphil also works with PR AOR SSCG Media Group (additional media assistance).