Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Media Edge: L'Occitane launches virtual store
Media Sales Lead: L'Occitane is experimenting with a virtual store through a partnership with Emperia. The company's DMs believe this will boost brand engagement, loyalty, and online sales. The virtual experience is inspired by the Provence, France region and allows users to explore using a virtual bicycle or hot air balloon. It also promotes L'Occitane's products and includes interactive content. In other news, L'Occitane has been increasing digital ad spend so far this year. I see no reason to believe it will not continue increasing ad spend.
Key Lead Takeaways: Get in touch with L'Occitane's DMs if you can help it improve loyalty or increase consumer engagement. This also looks like a great opportunity to score some extra ad dollars. Q4 is typically the company's top spending period, so start offering holiday ad space as well.
Target demographic: Gen-X/millennial women and gift-giving men
Key Spend Notes:
- Media planning period: Q2
- Media buying period: Q1
- Top spending period: Q4
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes L'Occitane under Consumer Packaged Goods**
2023 YTD Spend: $1m
2022 FY Spend: $1.6m
2021 FY Spend: $1.7m
2020 FY Spend: $1.5m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $247.8k
- Q2 2022 Spend: $347.3k
- Q3 2022 Spend: $244.4k
- Q4 2022 Spend: $703.6k
Impressions: 147.3m
Top Ad Types (by spend): Facebook (63%), Instagram (33%), and desktop display (3%).
Top Purchase Channels: Direct (97%). Complex Media (1%), The Trade Desk (1%), Google AdX + AdSense (<1%), and Unknown (<1%).
Top Publishers: facebook.com, instagram.com, zillow.com, redfin.com, and youtube.com.
Top Industry/Vertical Spenders: Hershey (2%), Old Spice (2%), Mars Wrigley (1%), Frito-Lay (1%), and Ferrara Candy (1%).
Top Creative (by spend; see below): Pathmatics reports that 141 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown
- Vivvix: L'Occitane also invests in OOH.
- Top podcasts sponsored: Whine Down with Jana Kramer and You Beauty.
Current Agency Roster
- Anomaly: creative AOR
