Rebel Creamery kicks off first multichannel brand campaign (Score 29)

Sales lead: This campaign will likely lead to higher ad spending, so reach out to offer ad space. 

• Rebel Creamery (RC) just launched its first-ever major brand campaign. 
• The campaign, which is called "Feel Better Ice Cream," will run across CTV, YouTube, Spotify, mobile, digital, and social media. 
• It will also be supported by influencers and shopper ads. 
• RC worked with its new AOR, TDA Boulder, on the push.
• We reported the appointment last year. 

Target demographic: Gen-Xers & millennials seeking healthy snack options

The company will likely:

• Ramp up ad spend throughout the campaign
• Seek additional agency assistance

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

• YTD spend: RC spent around $127.4k on digital display ads YTD, a huge decrease from $3.5m spent in this channel during the same time period of 2022. 
• YTD data: 16.6m impressions via Facebook (78%), Instagram (19%), and YouTube (3%). 
• 2021-2022 spend: Full-year spend fell 56% from $11.8m in 2021 to $5.2m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Agency analysis:

• Opportunity: You may be able to pick up digital, social, or PR work. 
• Current roster:
  • TDA Boulder: creative & media AOR

Insight Sources: Digital spend insights estimated by Pathmatics.