Material Plus | Agency Profile, Contacts, AOR, Client Relationships
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Material Plus Contacts
|David S.||Executive Chairman||CA|
Sample of Related Brands
|Amy B.||Senior Fellow, Visual Strategy||CA|
|Josh M.||Creative Director||CA|
|Jake B.||Associate Creative Director||TX|
|Bill K.||Chief Executive Officer||CA|
Gen-Z, Millennial Momvertising Opps: Caleres highlighting rewards program amid spend drops
Famous Footwear (FF), through which Caleres sells shoes, is also a main focus since it's had many benefits for the company.
According to iSpot, the only brand Caleras supports via national TV is FF; this brand hasn't used TV since back-to-school (BTS) season 2020, when commercials targeted female millennials watching programs such as Law & Order: Special Victims Unit, Chicago P.D., Chrisley Knows Best, Good Bones and WWE NXT. Caleras (FF) only ended up allocating approximately $3.1m toward this channel in 2020, around a fifth of the approximately $15m it allocated in 2019.
So far this year, Pathmatics reports the company (all its brands, including FF, combined) has spent roughly $1.1m on digital ads, matching the roughly $1.1m it spent within the same 2020 timeframe. Caleras's estimated full-year 2020 spend dropped by 11% to $7.5m from that of $8.4m in 2019. It has earned ~201.2m digital impressions YTD via Instagram (39%), desktop display (36%), Facebook (21%), mobile display (3%) and desktop video (1%) ads. Most desktop display ads were placed site direct onto destinations such as yahoo.com (58%), juno.com, youtube.com, espn.com and newrepublic.com.
I expect Caleras's advertising to return to national TV ahead of the upcoming BTS (Q3) 2021 season. Its digital ad spend didn't drop in 2020 as much as one might have expected, so its traditionally mom-oriented target demographic seems to still skew toward Gen-Z and millennials. Per Kantar data, Caleras also invests in OOH, print and local broadcast.
Agency & martech readers - Nothing points to upcoming agency reviews here anytime soon, so focus your attention elsewhere. To the best of our knowledge, Caleras currently has in-house creative and media teams, and it receives assistance from last year's scandal, I doubt this is still true.