Gen-Z, Millennial Media Opps: Hanesbrands reviews media account (Score 6)
Hanesbrands announced it is reviewing its global media account. The company has been splitting its media
account between Spark Foundry and Kepler Group. It is unclear if either agency plans on defending its account or if the company wants to consolidate media under one agency's roof. Hanesbrands reportedly spent $34m on global media in 2021. Hanesbrands' portfolio includes Hanes, Champion, Maidenform and Bali. We told you about Hanes hiring a new brand marketing VP for its Intimates Line in March.
According to Pathmatics, Hanesbrands earned 799.8m impressions YTD through Instagram ads (52%), Facebook ads (27%), desktop display ads (15%), mobile display ads (3%), desktop video ads (2%) and mobile video ads (1%). It placed the majority (95%) of these ads directly onto sties such as instagram.com, facebook.com, espn.com, nba.com and youtube.com. It placed the remainder (5%) indirectly through Google AdX+AdSense onto sites such as ebay.com, target.com, nationalgeogrpahic.com, espn.com and seriouseats.com. It spent approximately $6.3m on digital display ads YTD, a 27% decrease from $8.6m spent in this channel during the same time period of 2021. Full-year spend skyrocketed from $8.1m in 2020 to $32.6m in 2021.
**The above digital spend data refers to Hanesbrands' entire portfolio.**
Per iSpot, Hanes spent around $3.6m on national TV ads YTD, just 45% of the $8m spent in this channel during the same time period of 2021. Full-year spend increased by 92% from $6.2m in 2020 to $11.9m in 2021. This year, it placed ads during programming such as NBA Basketball, SportsCenter, NBA Countdown, Bob's Burgers and Family Guy.
Sellers-- Hanesbrands primarily targets Gen-Zers and millennials. It advertises most of its brands through digital display ads. The company's flagship brand, Hanes, is the only brand that utilizes national TV ads. Hansebrands has been decreasing spend across all channels so far this year after it ramped spend up in 2021. This indicates it may have raised spend by too much last year and that it is experimenting to find the best ROI. Hanesbrands also invests in local broadcast TV ads, per Kantar. Sellers should reach out to offer relevant ad space.
Agency & martech readers-- Get your pitches in soon to participate in the media review. Keep in mind that agency reviews commonly follow one another, so you might consider inquiring about other opportunities to get a head start over the competition. Hanesbrands also works with The Martin Agency (creative AOR), Weber Shandwick (PR AOR), Elevate (digital AOR), O'Malley Hansen Communications (creative AOR), KraftWorks (creative AOR) and 360i (creative AOR).
