Media Edge: 19 Crimes launches new product, campaign
Media Sales Lead: In 19 Crimes's latest campaign, a miniature Snoop Dogg shows viewers how to relax. The brand also launched a Snoop Dogg action figure, all part of an effort to promote its latest wine launch. Made by Observatory, "A New Way to Chill" was designed to bolster awareness of 19 Crimes's new Sauvignon Blanc, Cali Blanc. The campaign rolled out across TV, YouTube TV, and social media. 19 Crimes invested in a very similar initiative last year with Martha Stewart.
Key Lead Takeaways: 19 Crimes will likely ramp up its advertising efforts following this launch, so get in touch soon.
Target Demographics: Gen-X women
Top Brands: Cali Blanc
Key Spend Notes:
- Spend shift summary: Spend has dropped but will likely pick back up now that 19 Crimes has launched new work.
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes 10 Crimes under Wine*
- 2023 YTD Spend: $76.7k
- STP 2022 Spend: $116.9k
- 2022 FY Spend: $634.4k
- 2021 FY Spend: $631.5k
- 2020 FY Spend: $402.7k
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $7.6k
- Q1 2023 Spend: $70.1k
- Q1 2022 Spend: $97.9k
- Q2 2022 Spend: $88.7k
- Q3 2022 Spend: $148.5k
- Q4 2022 Spend: $302.7k
YTD Impressions: 8.5m
Top Ad Types: Instagram (34%), desktop display (25%), and mobile display (20%)
Top Purchase Channels: Direct (100%)
Top Publishers: Urbandaddy.com (45%), Instagram, Facebook, and YouTube
Top Industry/Vertical Spenders (YTD, by spend): Constellation Brands, E&J Gallo Winery, Kendall-Jackson Winery, Deutsch Family Wine & Spirits, Brown-Forman Corporation, and 19 Crimes's parent company, Treasury Wine Estates
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Social Demographics: Women from the ages of 35-54
Influencers & Brand Ambassadors: Martha Stewart and Snoop Dogg
Recent & Upcoming Product Launches: Cali Blanc (recent)
2022-2023 Key Hires:
- Alex Parra: Global brand director (October 2022)
Current Agency Roster:
- Observatory: Creative agency partner (on a project-by-project basis for campaigns like this one and last year's)
Insight Sources: Digital spend insights estimated by Pathmatics; audience insights by StatSocial.
