Gen-X, Millennial Media Opps: Mirror taps full-service AOR (Score 68)
Lululemon subsidiary MIRROR announced Known as its first AOR. The agency will be responsible for creative,
growth, media buying and planning. Known's first creative work will be released in October. It will be supported across TV, audio, OOH, social and digital channels. It has been exactly one year since Lululemon acquired Mirror. In other news, Mirror hired creative planning director Arianna Rallis in June 2021 from Huge, where she served as senior project manager.
Per Pathmatics, Mirror earned 330.2m impressions YTD through Facebook ads (73%) and Instagram ads (26%). It placed 100% of these ads directly onto facebook.com and instagram.com. It spent around $2.7m on digital display ads YTD, a 4% decrease from $2.8m spent in this channel during the same time period of 2020. Full-year spend jumped 51% from $5.5m in 2019 to $8.3m in 2020.
According to iSpot, Mirror spent around $14m on national TV ads YTD, a 57% increase from $8.9m spent in this channel during the same time period of 2020. Full-year spend skyrocketed from $3.9m in 2019 to $32.9m in 2020. This year, it placed ads during programming such as "Women's College Basketball," "Basketball Postgame Report," "College Basketball," "Pac-12 Football in 60" and "College Football."
Sellers-- Mirror mainly targets millennials and Gen-Xers through national TV and digital display ads. It has been increasing spend in these channels every year and has continued adding dollars so far this year. I predict it will continue increasing spend as it builds brand awareness, especially with the new AOR appointment. It also invests in local broadcast TV ads, per Kantar. Remember, Known's first creative work will be released in October, so start reaching out now to secure those Q4 ad dollars.
Agency & martech readers-- Mirror selected Known to provide a full-service selection of marketing duties, indicating this brand is taken care of for now. You could try reaching out to see if any project-based opportunities are available.
