Hoka to increase ad spend, launch ad campaign in June (Score 41)

Sales lead: Start reaching out now to offer ad space for the upcoming campaign. 

• Deckers Brands announced during its recent Q4 2023 (ended March 2023) earnings report that it plans to increase ad spend for the Hoka brand. 
• This follows the success of the "Fly Human Fly" brand campaign we told you about last year. 
• The brand's DMs claimed the campaign increased awareness by over 40% compared to 2021. 
• Hoka is planning to launch this year's version of the campaign in June. 

Target demographic: Millennial runners

The brand will likely:

• Increase ad spend
• Ramp up promotional activity
• Make additional agency changes (social AOR appointment last year)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Hoka has not aired a national TV ad so far this year.
• 2021-2022 spend: Full-year spend increased from $9.1k in 2021 to $20.1k in 2022. 
• 2022 Ad programming: It placed ads during IRONMAN World Championship. 

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

• YTD spend: Hoka spent approximately $11.3m on digital display ads YTD, a significant increase from $4.6m spent in this channel during the same time period of 2022. 
• YTD data: 1.5b impressions via Facebook (54%), Instagram (35%), YouTube (9%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 24% from $10.6m in 2021 to $13.1m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, runnersworld.com, and outsideonline.com.

Additional channel insights  

• Vivvix: Hoka also invests in OOH and local broadcast. 
  • It holds media planning discussions in Q2, and it buys during Q1. 

Agency analysis:

• Opportunity: Hoka picked up Canvas United in September 2022, and reviews tend to follow one another.  
• Current roster:
  • FCB West: creative AOR
  • OutsidePR: PR AOR
  • Canvas United: social AOR