Millennial, Gen-X Opps: Bombas launches first OOH campaign since 2018 (Score 26)

Sales Lead: For its latest campaign, Bombas started leaning more heavily on OOH advertising.

  • Most of the OOH work is in NYC; the city holds more than 300 OOH ads for this initiative.
  • Made with Quan Media Group, this is Bombas's first OOH campaign since 2018.
  • The company is relying on organic, social, paid, and earned media, along with donated ad space.
  • The campaign involves cause marketing by focusing on education surrounding the homeless problem in NYC.
    • For each product purchased, Bombas donates one to the unhoused community.
    • This year, it reached its 100 millionth donation; this campaign is a way to mark that milestone.
  • The company will likely:
    • Ramp up OOH efforts in other areas if this one goes well
    • Keep increasing spend
    • Conduct additional agency reviews following a relatively recent agency hire (more below)
  • Target demographic
    • Millennials and Gen-X

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Bombas has spent approximately $5.7m on national TV commercials, 27% more than the approximately $4.5m spent within the same 2022 timeframe.
    • Last year: The company spent around $14m on this channel last year after having spent 16% more, around $16.2m, in 2021.
    • 2023 ad programming: Bombas's 2023 commercials have targeted Gen-X (male skew) watching shows such as On College Football, Gunsmoke, Good Morning America, NBA Basketball, and The Andy Griffith Show.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The company has allocated roughly $6m toward digital ads YTD, an 18% increase from the roughly $5.1m allocated by this point last year.
    • YTD data: Since the beginning of 2023, Bombas has earned ~764m digital impressions, 55% via Facebook ads, 35% via Instagram ads, and 10% via YouTube ads.
    • Last year: In 2022, the company's estimated full-year spend reached $14.1m, up 48% from that of $9.5m in 2021.
  • Additional channel insights  
    • The company utilizes Google Ads along with radio, local broadcast, digital, Facebook, Instagram, and online video (via, Youtube Android, and Youtube IOS) ads.
    • Bombas sponsors podcasts such as Global News Podcast, My Favorite Murder, Conan O'Brien Needs A Friend, The Jordan Harbinger Sohw, My Brother, and My Brother And Me.

Additional agency insights:

  • Opportunity: If you haven't yet done so, reach out soon to see if any additional roster shifts follow last year's appointment of video (strategic planning, buying, customer segmentation, and audience analytics) AOR Horizon Next.
  • Current agency roster:
    • ​​​​​​​​​​​​​​Quan Media Group: Creative agency partner (at least for this campaign)
    • Horizon Next: Video AOR (June 2022)
    • TWO NIL: Media AOR

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