Female Gen-Z, Millennial Opps: JOANN selects performance media AOR (Score 22)

Sales lead: Get in touch if you can help this company reach younger consumers. 

• JOANN Stores tapped Tinuiti as its performance media AOR in June 2023. 
• The agency will handle shopping, analytics, search, display, paid social, strategic planning, and creative.
• Tinuiti is also tasked with boosting JOANN's media presence and helping it target younger consumers.

Target demographic: Gen-Z & millennial women

The company will likely:

• Try new marketing channels to reach a younger audience
• Ramp up ad spend
• Hire additional agency assistance

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

• YTD spend: JOANN spent approximately $4m on digital display ads YTD, a 17% decrease from $4.8m spent in this channel during the same time period of 2022. 
• YTD data: 569m impressions via Facebook (88%), Instagram (9%), YouTube (1%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend fell 13% from $13.4m in 2021 to $11.6m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, goodhousekeeping.com, and drozthegoodlife.com. It placed 1% of these ads indirectly through Criteo onto sites such as yahoo.com, earthlink.net, weather.com, notalwaysright.com, and creaders.net. 

Additional channel insights  

• Vivvix: JOANN also invests in OOH, print, radio, and local broadcast.
  • It holds media planning discussions in Q1, and it buys during Q4. 

Agency analysis:

• Opportunity: Agency hires tend to follow one another, so you may be able to score some of JOANN's business. 
• Current roster:
  • DeVries Global: PR AOR
  • In-house: media
  • Tinuiti: performance media AOR