NotCo releases creative work from new agency partner (Score 68)

Sales lead: Reach out to offer ad space & inquire about agency opportunities. 

• NotCo just launched its first campaign since naming Fernando Machado CMO. 
• It is being supported through social media, print, and OOH ads. 
• The ads are meant to educate consumers on animal life expectancy in nature compared to as livestock.
• NotCo worked with a new agency, AKQA, on the ads.

Target demographic: Millennial moms

The company will likely:

• Significantly increase ad spend
• Experiment with new ad channels
• Continue building out its agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: NotCo spent around $139.1k on digital display ads YTD, a 58% decrease from $332k spent in this channel during the same time period of 2022. 
• YTD data: 16.6m impressions via Facebook (58%), desktop display (23%), Instagram (12%), and mobile display (7%). 
• 2021-2022 spend: Full-year spend fell by 51% from $1.6m in 2021 to $784.2k in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as facebook.com, aol.com, instagram.com, fiostrending.verizon.com, and w.main.welcomescreen.aol.com. It placed 2% of these ads through multiple indirect channels onto sites such as aol.com, espn.com, marthastewart.com, people.com, and w.main.welcomescreen.aol.com. 

Agency analysis:

• Opportunity: I advise readers to offer digital, social, & media buying/planning assistance. 
• Current roster:
  • Rachel Kay Public Relations: PR AOR
  • AKQA: creative

Insight Sources: Digital spend insights estimated by Pathmatics.