Campaign Imminent: 686 taps new AOR (Score 53)

Sales Lead: Apparel band 686 will probably stand up straighter after having selected Backbone as its PR, affiliate, and influencer management AOR.

• The company will likely:
  • Launch a new campaign
  • Pursue new influencer partnerships
  • Keep increasing spend
  • Seek additional new agency partners
• Target demographic:
  • Gen-Z and millennial men

Recent leadership shifts:

• 686 appointed Elan Maj as its senior growth marketing manager in June 2023

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, 686 has spent approximately $680.8 on digital ads, almost double the approximately $380k spent within the same 2022 timeframe.
  • YTD data: The company has earned roughly 99m digital impressions YTD, 60% via Instagram ads and 40% via Facebook ads.
  • Last year: In 2022, 686's estimated full-year spend decreased slightly (less than 1%) to $927.4k from that of $928.3k in 2021.

Additional agency insights:

• Opportunity: Agency reviews often follow one another, so reach out soon to offer creative, media, digital analytics, social media management, multicultural, and/or experiential services.
• Current agency roster:
  • Backbone: PR, affiliate, and influencer AOR (July 2023)

Insight Sources: Digital spend insights estimated by Pathmatics.