Gen-Z Parents Opps: Virgin Atlantic launches campaign with new influencer as digital spend surges (Score 46)

Sales Lead: In its latest social campaign, Virgin Atlantic (VA) features a new influencer, RuPaul's Drag Race star Michelle Visage.

• Made by Lucky Generals, the company's creative AOR of less than a year, "Runway on a runway" is centered around VA's updated gender identity policy and is focused on gender expression and inclusivity.
• The company is likely to:
  • Continue utilizing inclusivity advertising
  • Pursue additional influencer partnerships
  • Conduct agency reviews (more below)
• Target demographic: 
  • Gen-Z, especially parents
    • This audience tends to engage well with inclusivity-oriented marketing (more here).

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, VA has spent roughly $346.2k on digital ads, a significant increase from the roughly $20.8k spent by this point last year.
  • YTD data: The company has earned around 44.3m digital impressions YTD via Instagram (48%), Facebook (35%), desktop video (10%), and Twitter (7%) ads.
  • Last year: VA's approximate full-year 2021 spend of $349.9k skyrocketed from that of $80.5k in 2020.

Additional agency insights:

• Opportunity: Contact soon to offer PR, social media management, and/or digital analytics services.
  • We have not yet heard of any additional roster shifts since VA selected OMD as its media AOR earlier this year.
• Current agency roster:
  • Lucky Generals: Creative AOR
  • OMD: Media AOR
  • SwellShark: Media and digital AOR
  • 360PRplus: PR and social AOR
  • FIG: Creative agency partner

Insight Sources: Digital spend insights estimated by Pathmatics.