Momvertising Opps: The Giant Company selects new creative AOR (Score 43)

Sales lead: Start reaching out now ahead of the 2024 campaign. 

• The Giant Company (TGC) appointed Heart & Soul Marketing as its strategic creative AOR in July 2023.
• The agency is tasked with creating a brand campaign set to launch in early 2024.
• The push will include TV, radio, OOH, and in-store ads. 

Target demographic: Gen-X & millennial moms

The company will likely:

• Keep ramping up ad spend
• Launch an ad campaign (scheduled for early 2024)
• Seek additional agency assistance

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

• YTD spend: TGC spent about $1m on digital display ads YTD, a 64% increase from $611.1k spent in this channel during the same time period of 2022. 
• YTD data: 113.5m impressions via YouTube (55%), Facebook (39%), Instagram (5%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend fell 37% from $1.9m in 2021 to $1.2m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, baltimoresun.com, and carrollcountytimes.com. 

Additional channel insights  

• Vivvix: TGC also utilizes OOH, print, and local broadcast. 
  • It holds media planning discussions in Q1, and it buys during Q4. 

Agency analysis:

• Opportunity: Agency hires commonly follow one another, so reach out now to be top-of-mind. 
• Current roster: 
  • Heart & Soul Marketing: creative AOR