Female Opps: Hero Cosmetics launches first-ever campaign from new AOR as spend skyrockets (Score 30)

Sales Lead: Hero Cosmetics recently launched its first-ever awareness campaign promoting its Mighty Patch.

• Made by Humanaut, "Pimple, Meet Your Might Patch" rolled out across YouTube, TikTok, Meta, Amazon, OTT, and connected VT (CTV).
• This is Humanaut's first assignment for Hero after having been awarded the assignment in December 2022.
• The company will likely:
  • Continue rolling out work from its new AOR
  • Keep increasing spend
  • Conduct additional agency reviews
• Target demographic: 
  • Gen-Z and millennial women

Recent leadership shifts:

• This campaign rolled out not long after Hero named Shana Cohen as its creative operations director in March 2023.
• Cohen joined from Meta, where she was a lead project manager.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Hero has spent roughly $1.2m on digital ads, almost 4x the roughly $317k spent by this point last year.
  • YTD data: The company has earned around 164.3m digital impressions YTD, 70% via Instagram ads and 30% via Facebook ads.
  • Last year: In 2022, Hero spent approximately $1.9m on this channel, 27% more than the approximately $1.5m spent in 2021.
• Additional channel insights  
  • The company utilizes Google Ads.

Additional agency insights:

• Opportunity: Additional agency reviews could easily follow the recent creative AOR appointment, so get in touch to offer PR, media, digital analytics, experiential, influencer, and/or multicultural services.
• Current agency roster:
  • Humanaut: Creative agency (at least for this campaign project)

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