Parents-to-Be Opps: Frida Mom launches new product, campaign following VP hires (Score 53)

Sales Lead: To promote its new line of products, Frida Mom​​​​ recently rolled out a tongue-in-cheek fertility campaign.

• This is the company's first work designed by Majestic Beast, and it centers around educating and supporting people who want to conceive.
• The campaign showcases Frida's newest product line, Frida Fertility, which consists of testing, preparation, and insemination sets.
• Frida is also running educational science-based video content in collaboration with Dr. Stephanie Thompson, a reproductive endocrinologist and infertility specialist at The Institute for Reproductive Medicine and Science.
  • Dr. Thompson is also an influencer on TikTok; Frida will rely on other influencers' advocacy as well.
• The company will likely:
  • Launch additional promotional material supporting the new products
  • Return to higher spend
  • Seek new agency partners following recent hires (more below)
• Target demographic: 
  • Millennials with a female skew

Recent leadership shifts:

• The marketing team at parent (ha!) company FridaBaby has grown within the past year with hires such as digital VP Halie Savage (October 2022), brand management VP Rohan Patel (October 2022), and creative VP Matt Orser (February 2023).

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: FridaBaby hasn't utilized national TV commercials since allocating around $576.4k in 2021.
  • 2021 ad programming: Its 2021 commercials targeted viewers of The 78^th Annual Golden Globe Awards.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has spent roughly $328.8k on digital ads, a 8% decrease from the roughly $358k spent by this point in 2022.
  • YTD data: FridaBaby has earned ~42.9m digital impressions YTD, 48% via Instagram ads, 45% via Facebook ads, and 7% via YouTube ads.
  • Last year: In 2022, the company spent approximately $1m on this channel, 50% more than the approximately $666.9k spent in 2021.  
• Additional channel insights  
  • The company sponsors podcasts such as Good Inside with Dr. Becky.

Additional agency insights:

• Opportunity: Reach out soon to see if any agency reviews follow the recent VP hires, especially considering the fact that FridaBaby doesn't currently seem to have a CMO.
  • We will, of course, let you know if Majestic Beast is now an AOR; as I briefly mentioned, this is the first work that the agency has made for FridaBaby.
• Current agency roster:
  • ​​​​​​​Majestic Beast: Creative agency partner (at least for this new campaign project)

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser

Agency contact information:

• Bob Winter: Chief Creative - bob@majesticbeast.com