Millennial Opps: Poo-Pourri launches new campaign

Sales Lead: In a new campaign, Poo-Pourri invites millennials to relive the stinkier parts of summer camp.

• The campaign rolled out across social media platforms such as TikTok, Instagram, YouTube, A&E, Paramount+, Disney+, and HBO Max.
• The work promotes Poo-Pourri as well as other Pourri products such as Pet Pourri and Home Pourri.
• The company will likely:
  • Continue rolling out new work
  • Return to heavier digital spend as it does so
• Target demographic: 
  • ​​​​​​​Millennials

Recent leadership shifts:

• In April 2023, Poo-Pourri hired creative operations project manager Jennifer Evidente and promoted Madison Mayers to PR and influencer marketing manager.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Poo-Pourri has spent approximately $959.5k on digital ads, 26% less than the approximately $1.3m spent by this point last year.
  • YTD data: The company has earned ~132m digital impressions YTD, 66% via Facebook ads, 30% via Instagram as, and 4% via YouTube ads.
  • Last year: In 2022, Poo-Pourri spent roughly $2.9m on this channel, down 37% from the roughly $4.6m spent in 2021.

Additional agency insights:

• Opportunity: Reach out to see if Poo-Pourri is in search of additional agency assistance now that it's ramping up advertising initiatives.
• Current agency roster:
  • In-House: Creative

Insight Sources: Digital spend insights estimated by Pathmatics.