Momvertising Opps: Mixbook names PR AOR (Score 68)

Sales lead: Get in touch with this company's DMs if you can help it elevate brand awareness. 

• Mixbook selected Havas Formula as PR AOR in April 2023. 
• We predicted agency appointments when we told you about Mixbook's new CMO in January. 
• The agency is responsible for media relations, thought leadership, and building brand awareness.

Target demographic: Gen-X & millennial women (moms)

The company will likely:

• Build out agency roster
• Continue increasing digital ad spend
• Ramp up promotional activity

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

• YTD spend: Mixbook spent around $160k on digital display ads YTD, a significant increase from $61.3k spent in this channel during the same time period of 2022.
• YTD data: 21.6m impressions via Facebook (71%), Instagram (27%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend fell 29% from $493.1k in 2021 to $349.1k in 2022. 
• Ad location: It placed 99% of these ads directly onto facebook.com and instagram.com. It placed 1% of these ads indirectly through Google AdX+AdSense and Display & Video 360 onto sites such as toptenreviews.com, kohls.com, tomsguide.com, stockcharts.com, and phys.org. 

Additional channel insights  

• Vivvix: Mixbook also invests in print and local broadcast. 

Agency analysis:

• Opportunity: PR appointments commonly lead to additional agency hires, so reach out now to be top-of-mind. 
• Current roster: 
  • Havas Formula: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.