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Planet Propaganda | Agency Profile, Contacts, AOR, Client Relationships

Service: design firm

Main Telephone
(608) 256-0000
Primary Address
605 Williamson Street
Madison, WI 53703

Planet Propaganda Contacts

Contacts (5/9)
Name Title State
Dana L. Partner & Chief Executive Officer WI
Sample of Related Brands
Email: *****@*******.***
Main Phone: (608) 256-0000
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 605 Williamson Street

Madison, WI

Brian H. Creative Director WI
Jeremy C. Director, Communications WI
Karmin A. Account Director WI
Paul L. Digital Creative Director WI

Client Relationships

Brand Service From To Media Spend
****** ******* ******* Creative, Digital ********
****** ****'* **** Creative ********
********* ******* ***** Creative *

See Winmo sales intelligence in action


Gen-Z Media Opps: Duluth Holdings launches campaign, continues leaning into digital channels (Score 52)

Planet Propaganda, the ad brings to light what's apparently a silent epidemic: underwear odor. Underwear company Tommy John found in a recent survey that 45% of people said they don't always change their underwear, and 13% said they've gone a week or more in the same pair. Yikes. 

This launch comes on the heels of a "Pink Buck Naked" campaign, which launched in September, through which it donated $120k, to The American Cancer Society. Additionally, Duluth proudly sponsors the IDEAL National Championships, which honors the hard work and talent of 2020 heroes: tradespeople.

In the company's most recent earnings call, execs noted that Duluth started to lean toward digital marketing before the pandemic, and it's continuing to rapidly scale the learning curve related to it. In Q3, investments in digital tactics drove sales and strong new customer growth, which was more than 20%. Thus, I expect Duluth to continue investing heavily in digital channels.

According to iSpot, Duluth has allocated roughly $3.6m toward national TV commercials YTD, only around a quarter of the roughly $12.5m it had allocated by this point last year. The company ended up allocating roughly $23.8m toward this channel last year, down 29% from the roughly $33.4m it allocated in 2019. Duluth's 2021 commercials have targeted Gen-X and boomers watching shows such as College Football, American Pickers, My Lottery Dream House, Two and a Half Men and Gutfeld!.

So far this year, Pathmatics reports the company has spent approximately $5.6m on digital ads, already 17% more than the approximately $4.8m it spent in all of 2020. Duluth's estimated full-year 2020 spend ($4.8m) was downsloightly (4%) from that of $5m in 2019, but spend is obviously picking back up. The company has earned around 595.5m digital impressions YTD via Facebook (68%), Instagram (15%), desktop video (9%), desktop display (6%), mobile video (1%) and mobile display (1%) ads.

Additionally, Magellan shows Duluth has aired six podcast ads within the past 12 months.

As you can see, the data above reflects the company's shift away from traditional channels and toward digital ones. Right now, it's primarily targeting Gen-Z via paid social, so sellers able to offer high-ROI strategies among relatively younger audiences should get in touch. The new campaign has spots designed for both men and women. While Kantar data does report Duluth invests in radio and local broadcast, spend for these channels has declined significantly over the past couple of years.

Agency & martech readers - You may still have a shot at work considering the company's relatively recent CEO hire, so get in touch if you haven't yet done so. Considering that Planet Propaganda is still working on digital and creative, I expect you'd have better luck offering PR and/or media support. Along with Planet Propaganda, Dultuh's roster includes media AOR Turner.