Millennial Momvertising Opps: Zappos promotes from within to fill CMO vacancy (Score 56)

Sales lead: This promotion will affect the company's marketing strategy & agency roster. 

• Zappos filled the CMO vacancy left by Ginny McCormick in June. 
• The company chose Joe Cano as its new marketing leader. 
• Cano joined the company as chief merchandising officer in June 2022.
• His new title is chief marketing & merchandising officer. 

Target demographic: Millennials moms 

The company will likely:

• Continue ramping up digital ad spend
• Shift ad dollars around
• Make agency changes

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

• YTD spend: Zappos spent approximately $2.8m on digital display ads YTD, more than double the $1.2m spent in this channel during the same time period of 2022. 
• YTD data: 373.9m impressions via Facebook (71%), Instagram (16%), YouTube (9%), desktop display (2%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend increased by 72% from $2.5m in 2021 to $4.3m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, mic.com, and bustle.com. It placed 1% of these ads indirectly through Criteo onto sites such as yahoo.com, accuweather.com, tumblr.com, buzzfeed.com, and thekitchn.com. 

Additional channel insights  

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

Agency analysis:

• Opportunity: The new marketing leader may conduct agency reviews, so get in touch now to be top-of-mind.
• Current roster:
  • MullenLowe U.S. Boston: PR AOR
  • Mightily: creative, media, & social AOR
  • Saatchi & Saatchi: digital
  • In-house: media