Clearlink | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Millennial, Gen-X Opps: Mattress Firm gives away dog beds, finds homes for shelter dogs (Score 58)

To celebrate National Dog Day, Mattress Firm (MF) gave away bedazzled dog beds that allow people to sleep close to their furry friends without having to deal with bed hogging. The initiative also involved a cause marketing aspect; MF covered costs to help people provide forever homes for shelter pups in NY. This is the second pet-oriented effort MF has launched, so more will probably follow. Therefore, sellers should get in touch soon to offer ad space.

So far this year, iSpot reports that MF has spent approximately $29m on national TV commercials, up 10% from the approximately $26.3m spent by this point last year. The company spent about $41.7m on this channel last year, up 41% from when it spent about $29.6m in 2020. MF's 2022 commercials have aired during shows such as ¡Despierta América!, MLB Baseball, the 2022 Winter Olympics, The Beat With Ari Melber and Fixer Upper.

Per Pathmatics, the company has allocated roughly $8.9m toward digital ads YTD, a 20% increase from the roughly $7.4m allocated within the same 2021 timeframe. In 2021, MF's estimated full-year spend increased 13% to $14.6m from that of $12.9m in 2020. The company has earned around 1.2b digital impressions YTD via Facebook (45%), Instagram (23%), desktop video (22%), desktop display (8%) and mobile display (2%) ads. This year's desktop video ads have been placed site direct onto destinations such as youtube.com (66%), yahoo.com, my.xfinity.com, cnn.com and fandom.com.

Spend shows no sign of slowing down anytime soon, so sellers should get in touch soon to secure some of these increasing ad dollars. MF primarily targets millennials and Gen-X and secondarily targets Gen-Z. According to Kantar data, the company also invests in print (newspapers), OOH, radio and local broadcast.

Agency & martech readers - We have not heard of any roster shifts since MF named Mickey Mericle as chief marketing & experience officer Lopez Negrete Communications.