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Gen-Z, Millennial Media Opps: Hibbett Sports ramps up digital spend, focuses on community engagement (Score 30)
good ROI, per its Q4 fiscal 2021 (ended January 30th) earnings report. This resulted in the company increasing by sales by 20% for the quarter. In addition to digital ads, HS plans to invest in its loyalty program and local engagement such as social media and school partnerships. The company is experiencing high demand for athleisure, loungewear and performance for both men's and women's. This is mainly because consumers are at home more due to the pandemic and are dressing accordingly.
According to Pathmatics, HS earned 223m impressions YTD through Instagram ads (53%) and Facebook ads (47%). It placed 100% of these ads site direct onto instagram.com and facebook.com. It spent around $1.6m on digital display ads YTD, a massive increase from $203.9k spent in this channel during the same time period of 2020. Full-year spend jumped 101% from $894.3k in 2019 to $1.8m in 2020.
Sellers-- HS mainly targets Gen-Z and millennial sports enthusiasts through digital display ads. It significantly increased spend in 2020 and has continued this year. HB also invests in radio and local broadcast TV ads, per Kantar. Sellers should contact this company offering digital ad space. Those that can convince HS's leadership that they can provide a good ROI will likely have more success.
Agency & martech readers-- I believe HS works with digital AOR Red Square. I am not seeing any of the typical signs of an upcoming review. You will probably have better luck looking for work elsewhere.