PMG | Agency Profile, Contacts, AOR, Client Relationships

• The agency will soon launch a marketing campaign designed to drive awareness of Sprig and its products.
  • HD is currently planning, creating, trafficking, and implementing the launch campaign's media portion.
  • The agency will also evaluate its effectiveness.
  • The campaign will cover various online platforms and influencer marketing, along with other yet-to-be-announced activities.
  • Kohler has taken a D2C strategy with Sprig's launch in order to make its products as accessible to consumers as possible and focus on storytelling.
• This shift concludes a formal review.
  • We predicted an agency review would follow Kohler's recent appointment of its first-ever CBO, Samie Barr.
• Sprig provides products such as premium bath bombs and versatile body and linen mists, both of which launched last Fall, and a shower infusion device, which launched earlier in June.
  • Since the shower products just rolled out, Kohler is specifically working to bolster those products' brand awareness.
• The company will likely:
  • ​​​​​​​Launch (or Sprig into advertising action?) a new campaign for Sprig
  • Continue increasing digital spend
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​​​​​​​​Millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend)
  • View recent national TV spend for top brands here.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Kohler has spent approximately $6.5m on digital ads YTD, a 48% increase from the approximately $4.4m spent within the same 2022 timeframe.
  • YTD data: Since the beginning of 2023, the company has earned ~772.1m digital impressions via Instagram (35%), Facebook (33%), YouTube (13%), desktop display (10%), desktop video (6%), and mobile display (3%) ads.
  • Last year: In 2022, Kohler's 2022's estimated full-year spend increased by 15% to $9.3m from that of $8.1m in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with print, radio, OOH, local broadcast, digital, Facebook, Instagram, and online video (via Youtube Android and Youtube.com) ads.
  • Kohler sponsors podcasts such as The Joe Rogan Experience, Stories from NPR, Skip and Shannon, OverDrive, and Football Ramble.
  • The company also invests in short-form DRTV ads.
    • ​​​​​​​It has rather highly concentrated network TV coverage and will likely launch a new campaign within the next 30 days or so.
    • Kohler's top TV networks include OVA, INSP, GRIT, WGN, and COZ.

Additional agency insights:

• Opportunity: Additional agency reviews could easily follow this one, especially considering Samie Barr's recent hire, so offer PR, digital analytics, social media management, experiential, multicultural, and/or experiential services.
• Current agency roster:
  • ​​​​​​​​​​​​​​Hanson Dodge: Media AOR (June 2023)
  • In-House: Sprig Creative
  • : Creative AOR
  • 2022)
  • : Media and digital agency partner
  • : Media agency partner

Insight Sources: Broadcast insights estimated by .