Male Media Opps: Duluth Trading Company launches March Madness campaign amid surges in spend (Score 52)

Duluth Trading Company (DTC) recently launched new work promoting its Buck Naked underwear line. Made by longtime creative and digital AOR Planet Propaganda, the ad debuted on DTC's TikTok account. It will run throughout the rest of March Madness; it and companion banners will run through Turner Sports. Sellers should contact soon to secure last-minute ad dollars.

So far this year, iSpot reports DTC has spent approximately $4.3k on national TV commercials, up almost 3x from the approximately $1.6k it had spent by this point last year. The company ended up spending approximately $17.6m on this channel last year, a 26% drop from the approximately $23.8m it spent in 2020. DTC's 2022 commercials have targeted English- and Spanish-speaking audiences watching shows such as The Elite Trades Championship Series, Cold Case Files, Señora Acero, Operation Outdoor Freedom and The Walking Dead.

Per Pathmatics, the company has allocated roughly $1.1m toward digital ads YTD, 45% more than the roughly $759.7k it allocated within the same 2021 timeframe. DTC's estimated full-year 2021 spend jumped 42% to $6.8m from that of $4.8m in 2020. Since the beginning of 2022, the company has earned around 115.5m digital impressions via Facebook (49%), Instagram (35%), desktop display (12%) and mobile display (4%) ads.

Additionally, Magellan shows DTC has aired six podcast ads within the past 12 months.

The company tends to target Gen-Z, but its increasing TV spend shows it's also targeting millennials and Gen-X. Remember, it's airing both English and Spanish ads. This new campaign is designed for men, though DTC does also make clothing for and target women. According to Kantar data, DTC also invests in radio and local broadcast. Spend shows no sign of slowing down anytime soon, readers.

Agency & martech readers - We haven't heard of any roster shifts since the company hired CEO and president Samuel Sato almost a year ago, so you may still have a shot at PR, media and/or digital analytics work. Along with Planet Propaganda, DTC works with media AOR Palisades. Turner provides PR assistance.