Cause Marketing Opps: Tractor Supply raises ~$1.3m for 4-H with latest campaign (Score 50)

Tractor Supply Company (TSC) recently dropped a cause marketing campaign that raised almost $1.3m for 4-H's educational programs. For the third year in a row, the company also matched any donations made on their branded credit cards, with no limit to the match. TSC CMO Christi Korzekwa mentioned how proud the company has been to partner with 4-H over the past decade, which leads me to believe it'll invest in similar initiatives in the future. While TSC and 4-H have worked together for around a decade, this seems to be the third time TSC has matched donations with no limit. The partnership's corresponding campaigns are called Paper Clover, and over the entirety of the partnership's duration, they have raised more than $17m.

Per iSpot, the company has allocated roughly $6m toward national TV commercials YTD, up 25% from the roughly $4.8m allocated within the same 2021 timeframe. TSC ended up allocating roughly $17.4m toward this channel last year, down 16% from the roughly $20.6m it allocated in 2020, but spending is obviously picking back up this year. The company's 2022 commercials have targeted Gen-X and boomers watching shows such as Yellowstone, The Ingraham Angle, FOX and Friends, Don Lemon Tonight and The ReidOut.

So far this year, Pathmatics reports TSC has spent approximately $8.3m on digital ads, down slightly (8%) from the approximately $9m spent by this point last year. The company's estimated full-year 2021 spend of $22.8m marked a slight (9%) increase from that of the $21m in 2020. TSC has earned around 944.4m digital impressions YTD via Facebook (81%), Instagram (9%), desktop video (7%) and desktop display (3%) ads.

This company's target demographic typically consists primarily of millennial and Gen-X men. According to Kantar data, TSC also invests in print (magazines), radio, OOH and local broadcast. Remember, it's also utilizing cause marketing via partnerships such as this one with 4-H.

Agency & martech readers - We haven't heard of any roster shifts since TSC promoted CMO Korzekwa at the beginning of 2022, so get in touch if you haven't yet done so to see what work you can secure. Barkley has served as the company's creative AOR since 2012.