Media Edge: Superfeet rebrands as it celebrates its 40th anniversary
Media Sales Lead: Superfeet Worldwide is celebrating its 40th anniversary with a rebrand. This includes new packaging and new names for its products. In the past, Superfeet used colors to name its product. Now, it will use more descriptive names such as All-Purpose Support High Arch Insoles, Run Support Low Arch Insoles, and Winter Support Insoles. It hopes this will allow retail employees to recommend the right products more easily.
Key Lead Takeaways: Superfeet has already started ramping up ad spend this year, which I expect to continue as it promotes the rebrand. Start reaching out now to offer ad space.
Target Demographic: Millennials & Gen-Xers
Key Spend Notes:
- Superfeet relies heavily on social media advertising.
- Top spending period: Q4
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Superfeet under Sports**
2023 YTD Spend: $82.7k
STP 2022 Spend: $1.2k
2022 FY Spend: $2.7k
2021 FY Spend: $170.1k
2020 FY Spend: $10.8k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $0
- Q2 2022 Spend: $1.2k
- Q3 2022 Spend: $100
- Q4 2022 Spend: $1.4k
Impressions: 10.9m
Top Ad Types (by spend): Facebook (56%) and Instagram (44%).
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com and instagram.com.
Top Industry/Vertical Spenders: NBA (17%), MLB (14%), NFL (10%), NHL (6%), and MLS (3%).
Top Creative (by spend; see below): Pathmatics reports that five creatives have run during 2023 (note that not all creatives debuted in 2023).
Insight Sources: Digital spend insights estimated by Pathmatics.
