The Door | Agency Profile, Contacts, AOR, Client Relationships

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Gen-X, Millennial Media Opps: Leesa Sleep promotes marketing chief amid YTD spend increases (Score 51)

Sales lead: CMO hires commonly lead to agency reviews and spend shifts.

• Leesa Sleep (LS) promoted Jen Pressley to CMO in September 2022.
• She joined the company as marketing head in April 2022. 
• Pressley was the digital design EVP of Saatva prior to joining LS.

LS's target demographic: Gen-X & millennials

The company will likely:

• Continue increasing spend
• Hire agency assistance 

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: LS spent around $156k on national TV ads YTD, and it did not allocate any budget toward this channel during the same time period of 2021. 
• Last year: It did not invest in this channel in 2021. 
  • Full-year spend equaled $661.6k in 2020. 
• 2022 ad programming: It placed ads during programming such as NCIS: New Orleans, Blue Bloods, Hawaii Five-0, NCIS, and Law & Order: Special Victims Unit. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: LS spent close to $1.7m on digital display ads YTD, a huge jump from $705.9k spent in this channel during the same time period of 2021. 
• YTD data: 205.9m impressions via Facebook (68%), Instagram (25%), and desktop video (6%). 
• Last year: Full-year spend fell by 54% from $1.8m in 2020 to $828.4k in 2021. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, and dwell.com. 

Agency analysis:

• Opportunity: Reach out to the new CMO now to be top-of-mind. 
• Current roster: 
  • Rain the Growth Agency: creative & media
  • The Door: PR

Insight Sources: Broadcast insights estimated by Pathmatics.