Media Edge: Lawn Doctor reminds people of summer with new initiative
Media Sales Lead: The latest campaign from Lawn Doctor (LD) was designed by HeyLet'sGo to make customers think about their lawns in the middle of winter. The company launched Grasslippers, custom-made grass-covered slippers that help people remember what it means to stand outside in the summer.
Key Lead Takeaways: LD will likely return to higher spend as it ramps up for the summer, so get in touch soon to secure dollars.
Target Demographics: Millennials and Gen-X with a strong male skew
Key Spend Notes:
- Spend shift summary: Spend has decreased over the past several months, so LD may be in search of ways to increase ROI. Spend will likely pick back up now that the company has launched a new campaign.
- Planning period: Q2
- Buying period: Q1
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes LD under Home & Garden*
- 2023 YTD Spend: $331.3k
- STP 2022 Spend: $594.8k
- 2022 FY Spend: $1.3m
- 2021 FY Spend: $515.6k
- 2020 FY Spend: $602.3k
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $121.8k
- Q1 2023 Spend: $215.2k
- Q1 2022 Spend: $422.8k
- Q2 2022 Spend: $765.3k
- Q3 2022 Spend: $128.8k
- Q4 2022 Spend: $20.4k
YTD Impressions: 44.2m
Top Ad Types: Facebook (74%) and Instagram (24%)
Top Purchase Channels: Direct (99%)
Top Publishers: Facebook (74%) and Instagram (24%)
Top Industry/Vertical Spenders (YTD, by spend): Home Depot, Lowe's, Wayfair, Amazon.com, Harbor Freight Tools, Temu, and Ashley Furniture
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: OOH, local broadcast, digital, Facebook, Instagram, and online video (Youtube Android and Youtube.com)
Social Demographics: Men 35+
Recent & Upcoming Product Launches: Grasslippers
Current Agency Roster:
- HeyLet’sGo: Creative agency partner (at least for this initiative project)
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; audience insights by StatSocial.
