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Momvertising Opps: Edgewell launches video campaign for Banana Boat after media AOR shift (Score 28)

Xaxis, the work is BB's first cookieless campaign. It will likely continue experimenting with similar initiatives in the future, so sellers should get in touch soon to secure last-minute ad dollars.

According to iSpot, BB hasn't utilized national TV since allocating around $7.3m in 2021. The brand allocated around $7.4m toward this channel in 2020. BB's 2021 commercials targeted Gen-X watching shows such as The Tonight Show Starring Jimmy Fallon, The Golden Girls, Jimmy Kimmel Live, The View and The Price Is Right.

So far this year, Pathmatics reports the brand has spent roughly $5.4k on digital ads, a significant decrease from the roughly $672.9k spent by this point last year. In 2021, BB ended up spending roughly $790.5k on digital ads, down 22% from the roughly $864.3k spent in 2020. The brand has earned around 658.8k digital ads YTD, 80% via Instagram and 20% via Facebook ads.

As you can tell, overall spend is dwindling; hopefully, the new campaign launch leads spend to pick back up soon. In the meantime, BB may need additional assistance increasing ROI. The fact that it's still utilizing digital channels while it's not utilizing TV channels, along with the brand's reliance on paid socials, leads me to believe BB is primarily targeting Gen-Z and millennials. The sunscreen brand specifically tends to target parents, especially moms. Per Kantar data, BB also invests in OOH. It holds planning conversations in Q3 and buying conversations in Q2.

Agency & martech readers - BB's parent company, Beeby Clark+Meyler.