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Told Ya!, Campaign Imminent: Sally Beauty taps PR AOR amid increases in digital spend (Score 63)

In the midst of a Praytell. The agency's responsibilities will include PR, creative strategy, and diversity & inclusion. This hire replaces incumbent AOR True Point Agency.

So far this year, Pathmatics reports Sally has spent roughly $1.1m on digital ads, around double the roughly $645.8k it spent within the same 2020 timeframe. The company's estimated full-year spend of 2020 rose by 38% to $2.9m from that of $2.1m in 2019. Sally has earned ~123.9m digital impressions YTD via Instagram (69%), Facebook (18%) and YouTube (13%) ads.

Additionally, according to Magellan, Sally has promoted its hair color kits with 12 podcast ads within the past 12 months.

Per the RFP, Sally's currently targeting women, African Americans, Hispanics and millennials. As you can tell by its rising digital spend and reliance on Instagram, Facebook and YouTube advertising, it's also targeting Gen-Z. Thus, it may also utilize OTT. Kantar data reveals Sally additionally invests in radio, OOH and local broadcast.

Agency & martech readers - Additional reviews often follow PR hires, so especially considering Sally is seeking a new CMO, get in touch soon to offer media and/or creative services. in 2018.