Gen-Z, Millennial Digital Opps: GSTQ appoints AOR for rebrand, menswear launch (Score 57)

Sales lead: Reach out to offer ad space and to inquire about agency opportunities. 

• GSTQ appointed R/GA to lead a rebranding effort. 
• The agency will also help the brand launch its new menswear line. 
• The line includes suits, flat-front pants, joggers, polo shirts, T-shirts, tracksuits, hoodies, and sweaters. 
• GSTQ initially launched in 2019 as a women's apparel brand. 

Target demographic: Gen-Zers & millennials 

The company will likely:

• Continue increasing digital spend
• Diversify digital ad placement
• Keep investing in new products
• Build out its agency roster

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

• YTD spend: GSTQ spent around $106.8k on digital display ads YTD, a significant increase from $15.1k spent in this channel during the same time period of 2022. 
• YTD data: 14.5m impressions via Instagram (65%) and Facebook (35%). 
• 2021-2022 spend: Full-year spend jumped from $21.7k in 2021 to $67.3k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com and facebook.com. 

Agency analysis:

• Opportunity: I am not sure what all duties R/GA will handle, so reach out to see if you can pick up some of GSTQ's business.
  • Be sure to mention how you can help build brand awareness in your pitches. 
• Current roster:
  • R/GA: branding

Insight Sources: Digital spend insights estimated by Pathmatics.