Female Gen-Z Opps: Gucci fills top US brand role amid digital spend increase (Score 60)
As of June, 
Selena Kalvaria is the brand engagement SVP at luxury goods brand Gucci; she seems to fill its top US marketing role. Kalvaria most recently served as the SVP and CMO of Away Travel. Her appointment shows that Gucci's marketing efforts are ramping up, which will lead its spend to continue rising (more below).
Upcoming advertising will likely promote Gucci's new jewelry collection line, featured in the video above.
According to iSpot, the brand has only spent approximately $595 on national TV commercials this year, nowhere near the approximately $1.7m spent by this point in 2020. Gucci's 2021 commercials have targeted women watching Cruel Summer. The brand didn't use this channel after this point of 2020 and spent approximately $9.6m on it in 2019. As you can tell, it's not really using TV advertising right now.
So far this year, Pathmatics reports Gucci has allocated roughly $7.5m toward digital ads, already almost double the roughly $4.5m it spent in all of 2020. The brand's estimated full-year spend for 2020 ($4.5m) was up 50% from that of $3m in 2019. Gucci has earned around 953.7m digital impressions YTD via Facebook (76%), Instagram (19%), desktop display (2%), Twitter (1%), mobile display (1%), desktop video (1%) and mobile video (1%) ads.
Gucci tends to target women; as you can tell by its sharp increases in digital spend and reliance on Facebook and Instagram advertising, it's especially targeting Gen-Z women right now. To reach this digitally-oriented audience, Gucci's new brand engagement head could lead it to expand into additional digital channels such as podcast and/or OTT. Per Kantar data, Gucci also invests in print and OOH advertising; however, its overall spend in these channels has declined notably over the past couple of years.
Agency & martech readers - Get in touch soon to see what, if any, work is available under this new DM. To the best of our knowledge, Gucci has an in-house creative team, and Zenith NY handles its media.
