Digital Opps: Samsonite names PR AOR amid spend increases (Score 56)
Samsonite appointed M&C Saatchi Sport & Entertainment its PR AOR in July 2021. The agency we be tasked with building brand awareness and helping Samsonite capitalize on a heightened interest in travel, following the Covid-19 pandemic. M&C Saatchi will also lead strategic communications for the company. This replaces incumbent Hollywood Agency following a review.
According to Pathmatics, Samsonite earned 12.2m impressions YTD through Instagram ads (64%) and Facebook ads (36%). It placed 100% of these ads directly onto instagram.com and facebook.com. It spent around $90.6k on digital display ads YTD, a 69% increase from $53.6k spent in this channel during the same time period of 2020. Full-year spend fell 47% from $573.4k in 2019 to $302k in 2020.
Sellers-- Samsonite likely targets a wide range of consumers, but considering it placed all of its digital ads directly onto Instagram and Facebook, it is likely focused on millennials. After decreasing spend during 2020, the company has started ramping spend back up so far this year. In 2019 and 2020 it spent the overwhelming majority of its ad dollars in Q4, so I predict it will do the same this year. Start reaching out soon to offer ad space.
Agency & martech readers-- Agency reviews commonly follow one another, so start reaching out to pitch your services. I believe the only other agency Samsonite currently works with is Brodeur Partners, which provides corporate communications and sustainability assistance. I recommend offering media buying/planning or creative help.