Gen-Z Media Opps: Express continues paid social spend increases

Retailer Express, continues to be impacted negatively by the global pandemic; however, during the past quarter, execs in its latest earnings call reported the company began rolling out its loyalty program. They also reallocated marketing dollars to drive brand awareness, resulting in a 54% increase in paid social channel engagement. Since these efforts went so well, sellers should particularly reach out soon to secure last-minute 2021 ad dollars via this channel. Express is also investing in influencer marketing.

Express's leaders seem pretty stoked about its advertising efforts since they welcomed a new brand marketing VP, Kendra Manning Stokes, in February 2021.

According to iSpot, this company hasn't utilized national TV since spending approximately $317.8k in 2019.

Pathmatics reports Express has allocated roughly $1.2m toward digital ads YTD, nearly double the roughly $791.7k it allocated within the same 2020 timeframe. The company's estimated full-year 2020 spend of $6.5m grew by 33% from that of $4.9m in 2019. So far this year, Express has earned around 194.5m digital impressions via Instagram (49%), Facebook (43%), desktop display (7%) and desktop video (1%) ads.

Additionally, Magellan reveals the company has aired 194 podcast ads within the past 12 months; it only aired 9 during the 12 months prior.

As you probably assumed from Express's sharply increased digital spend and reliance on Instagram, Facebook and podcast advertising, its target demographic currently skews sharply toward Gen-Z. Thus, it may also invest in OTT space. Per Kantar data, Express hasn't utilized other media channels since 2019, at least as of 2020.

Agency & martech readers - The company's recent VP hire may lead to review, but I wouldn't get my hopes up since no roster shifts seem to have followed last year's leadership changes. Express currently works with media buying and planning AOR VMLY&R MI and creative and digital AOR Capgemini PA.