Campaign Imminent: Dickies taps earned media & influencer AORs (Score 67)

Sales Lead: Dickies Work Clothes recently selected LaForce and H&S as its earned media and influencer AORs, respectively.

• LaForce will handle consumer, brand, and executive communications, which includes social and PR, to the best of our knowledge.
• On the other hand, H&S is leading influencer marketing work across platforms such as TikTok and Instagram.
• Account work reportedly began in April 2023.
• The agencies' combined work will prove critical to the success of Dickies's brand strategy, according to global CMO Sarah Crockett.
• LaForce and H&S supported the opening on April 29 of the Dickies Skate Plaza in Fort Worth.
• We predicted an agency review would occur around now when Dickies hired the aforementioned CMO.
• The brand will likely:
  • Launch a new campaign
  • Pursue influencer partnerships
  • Implement strategy shifts
  • Ramp up spend
  • Seek additional agency partners
• Target demographic: 
  • Gen-Z and millennials with a male skew

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Dickies has spent approximately $1.4m on digital ads YTD, flat from the approximately $1.4m spent by this point last year.
  • YTD data: So far this year, the brand has earned an estimated 188.2m digital impressions, 68% via Instagram ads, 31% via Facebook ads, and 1% via YouTube ads.
  • Last year: In 2022, Dickies spent roughly $4.2m on this channel, up 5% from the roughly $4m spent in 2021.
• Additional channel insights  
  • The brand utilizes digital and Google Ads.
  • Dickies holds planning conversations in Q2 and buying conversations in Q1.

Additional agency insights:

• Opportunity: Get in touch soon to see if media, creative, multicultural, experiential, and/or digital analytics hires follow these agency hires.
• Current agency roster:
  • ​​​​​​​LaForce: Earned communications/PR/social AOR (April 2023)
  • H&S: Influencer marketing AOR (April 2023)
  • In-House: Creative
  • Starcom Worldwide: Media AOR
  • Sid Lee: Creative AOR
  • ButterCo: Creative agency partner

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