Female Opps: Archer Roose and Elizabeth Banks launch tongue-in-cheek "book club"

Sales Lead: The latest campaign for Archer Roose (AR) teamed up with Elizabeth Banks to promote its canned wine.

• Banks is not only an actress and film director but also AR's co-owner and chief creative officer.
• For this initiative, Banks created a "book club" of playful, made-up books and will continue to launch work promoting them on her Instagram page.
• Made by creative AOR Colossus, the campaign teases women who join book clubs not for the books but for the wine and the friendly camaraderie.
• The company will likely:
  • Continue rolling out work that features Banks (I bet it makes Bank)
  • Return to higher spend
• Target demographic: 

Recent leadership shifts:

• AR recently hired brand managers Prima Formica (November 2022) and Cooper Cheatham (January 2023).

Additional spending insights:

• Digital display insights (digital ad spend and placement)
  • YTD spend: AR hasn't utilized digital display since 2022, when it spent around $14k on this channel.
  • Last year: In 2022, the company only spent about half of the roughly $29.8k spent in 2021.
  • 2022 ad programming: Most of AR's 2022 spend went toward video ads placed by Google DV360 onto site destinations such as pch.com (84%), travelerdreams.com, tfrecipes.com, tinybeans.com, and fanduel.com.
• Additional channel insights  
  • The company utilizes Google Ads.

Additional agency insights:

• Opportunity: Get on this company's radar in case it needs assistance with PR, media, digital analytics, social media management, influencer, experiential, and/or multicultural work.
• Current agency roster:
  • ​​​​​​​Colossus: Creative AOR

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