Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Foot Locker launches back-to-school push (Score 63)
Sales lead: Get in touch now to offer last-minute campaign ad dollars. .png)
- Foot Locker (FL) just kicked off its back-to-school campaign called "It's Sneaker Season."
- The push includes four 15-second ads that will be supported across national TV and streaming.
- The company will also utilize TikTok and Meta socials.
- This is the first campaign from FL's new AOR, Preacher, which we told you about in March.
Target demographic: Gen-Zers & Gen-X parents
The company will likely:
- Significantly increase ad spend
- Make additional agency changes
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: FL spent about $9.4m on digital display ads YTD, a 32% decrease from $13.8m spent in this channel during the same time period of 2022.
- YTD data: 1.3b impressions via Facebook (56%), Instagram (42%), and YouTube (1%).
- 2021-2022 spend: Full-year spend fell by 19% from $34.8m in 2021 to $28.2m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, retailmenot.com, and xxlmag.com. It placed 1% of these ads indirectly through Display & Video 360 onto sites such as football.fantasysports.yahoo.com, usatoday.com, stars.topix.com, weather.com, and espn.com.
Additional channel insights
- Vivvix: FL also utilizes OOH, print, radio, and local broadcast.
- It holds media planning discussions in Q1, and it buys during Q4.
- Top podcasts sponsored: Stories from NPR: NPR, The Daily Zeitgeist, The Diary of a CEO with Steven Bartlett, The Rich Eisen Show, and The Political Scene | The New Yorker.
Agency analysis:
- Opportunity: I recommend offering PR, digital, & social media assistance.
- Current roster:
