NYC Opps: Nordstrom celebrates Black History Month with the first pop-up under its own brand

Nordstrom recently debuted an effort for Black History Month in an NYC pop-up installation that puts Black-Owned Brooklyn on center stage. The digital publication is centered around Brooklyn-based businesses, and the marketplace itself features eight of them. Featured businesses include Chen Burkett New York, Heavy Metals NYC, Breukelen Polished, Savant Studios and Sarep + Rose. Nordstrom has opened many pop-ups in the past, but this is the first one curated under its own new brand, Jummy's Picks by Black-Owned Brooklyn. The goal of this new pop-up is to get these Black-owned businesses in front of a wider audience, so Nordstrom may advertise it locally.

According to iSpot, the company spent approximately $15.1k on national TV commercials in 2021 (all in Q4) that targeted viewers of Good Morning America. It didn't invest in this channel in 2020, so we may see it return to national TV again in Q4 2022.

In 2021, Pathmatics reports Nordstrom allocated roughly $47.1m on digital ads, up 4% from the roughly $45.2m it allocated in 2020. The retailer earned around 5b digital impressions last year via Facebook (45%), Instagram (42%), desktop video (9%), desktop display (4%) and mobile display (1%) ads.

Additionally, Magellan shows the company aired 125 podcast ads in 2021.

Nordstrom tends to target Gen-Z and millennials via digital channels such as paid social and podcast, so it may invest in additional digital channels such as OTT. Per Kantar data, the company does also utilize radio, OOH, print and local broadcast. As I briefly mentioned, sellers would especially benefit from offering localized ad space in and around NYC to support the new pop-up.

Agency & martech readers - Nothing points to imminent reviews here, but you may have a shot at project-based work. Nordstrom has an in-house media team, and it receives creative and media assistance from Droga5.