Parents-to-Be Opps: Frida taps marketing VP (Score 53)

Sales Lead: In May 2023, FridaBaby appointed Carmen Graham as its marketing VP.

• Graham joined from REEF, where she was the head of brand and communications.
• This is just the latest in the past several months' slew of marketing hires.
• The company will likely:
  • Shift strategy
  • Return to higher spend
    • I especially expect spend to pick back up to promote FridaBaby's new product.
  • Seek new agency partners
• Target demographic: 
  • ​​​​​​​Millennials with a female skew

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 78th Annual Golden Globe Awards.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company spent roughly $377.8k on digital ads YTD, 24% less than the roughly $496,5k spent by this point last year.
  • YTD data: So far this year, FridaBaby has earned ~51.3m digital impressions, 47% via Facebook ads, 46% via Instagram 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.
  • FridaBaby also works with influencers such as Dr. Stephanie Thompson.

Additional agency insights:

• Opportunity: Get in touch soon to see if agency reviews follow this hire.
• Current agency roster:
  • ​​​​​​​Majestic Beast: Creative agency partner (at least for FridaBaby's last campaign project)
    • ​​​​​​​Contact information: Bob Winter: Chief Creative - bob@majesticbeast.com

Insight Sources: Digital spend insights estimated by Pathmatics; podcast insights by Podchaser.