Female Opps: Foria launches experiential initiative after hiring CMO (Score 60)

Sales Lead: Foria recently launched a campaign for a new scavenger hunt.

  • Foria launched promotions for the national contest and for the Brooklyn Museum, an unofficial partner, across Foria's social media platforms, website, and email newsletter.
  • The contest will run through the end of March, but Foria will likely implement a similar strategy in the future.
  • It involves events and experiential activations at organizations such as the Brooklyn Museum, though Foria's partnership with the Brooklyn Museum isn't official.
  • RVD Communications, Foria's social and PR agency partner, handled the scavenger hunt and event activation.
  • The company will likely:
    • Invest in similar experiential activations
    • Continue shifting strategy
    • Keep increasing spend
    • Seek new agency partners under a relatively new CMO (more below)
  • Target demographic
    • Gen-Z and millennial women

​​​​​​​Recent leadership shifts:

  • Within the past several months, Foria has hired creative project manager Jasmine Owyang Jarman (July 2022), performance marketing manager (January 2023), and partnerships manager Jennifer Castellanos (February).

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Foria has spent roughly $172.7k on digital ads, 56% more than the roughly $110.8k spent within the same 2022 timeframe.
    • YTD data: The company has earned ~23.2m digital impressions YTD, 69% via Facebook ads and 31% via Instagram ads.
    • Last year: Foria ended up spending approximately $615.1k on this channel last year, 26% more than the approximately $487.9k spent in 2021.

Additional agency insights:

  • Opportunity: Since we haven't yet heard of any roster shifts following Foria's November 2022 hire of CMO Liz Dolinski, get on her radar soon if you haven't yet done so.​​​​​​​
  • Current agency roster:
    • ​​​​​​​​​​​​​​RVD Communications: Social and PR agency partner

Insight Sources: Digital spend insights estimated by Pathmatics.​​​​​​​