BFY Media Opps: Purely Inspired launches campaign partnered to Olympian athlete (Score 54)

To promote its superfoods, nutrition brand Purely Inspired (PI) debuted a campaign partnered with Olympics gymnastics gold medalist Dominique Moceanu. The campaign includes social content and online advertising. The superfoods are available at Walmart's brick-and-mortars, so PI may also invest in OOH advertising around those locations. This is the brand's first major campaign from 72andSunny, its creative AOR since earlier this year.

So far this year, the brand's digital spend has already reached roughly $156.5k, which, according to Pathmatics, is up exponentially from the roughly $16.3k it spent in all of 2020. PI's estimated full-year 2020 spend ($16.3k) declined significantly from that of $47.3k in 2019. The nutrition goods brand has earned around 51.3m digital impressions YTD via desktop display (60%), Instagram (26%), desktop video (11%) and mobile display (3%) ads. 100% of this year's desktop display ads have been placed via MediaMath, primarily onto yahoo.com (90%).

As you can tell, PI is utilizing paid social to reach Gen-Z and other digital channels to reach millennials. It especially targets better-for-you (BFY), on-the move consumers such as athletes. The brand holds planning conversations in Q2 and buying conversations in Q1. Per Kantar data, parent company Iovate also invests in print (magazines) and local broadcast.

Considering its target demographic, it makes sense that PI would establish partnerships with athletes such as Dominique Moceanu. This decision reaches a larger audience of athletes, it comes just ahead of the 2021 Olympics, which start on July 23, and it will stand out to the competition's viewers. I expect it would be fun to notice a favorite Olympics athlete on an ad in the middle of commercial breaks.

Agency & martech readers - To the best of our knowledge, Iovate's PI-related roster hasn't shifted again since the company tapped creative AOR 72andSunny. Therefore, I suggest you reach out soon, if you haven't done so yet, to offer brand-based PR, media and/or digital analytics services for PI.