Media Edge: Jiffy Lube launches effort supporting ice cream truck drivers
Media Sales Lead: Jiffy Lube (JL) recently helped ice cream truck drivers stay operational amid rising costs. A new campaign, "Keep Summer Rolling," allows ice cream truck drivers to apply for complimentary maintenance if their vehicles qualify. Made by M&C Saatchi Sport & Entertainment, the initiative also involves experiential efforts such as ice cream socials with giveaways supported by Good Humor's ice cream. This is just the first of many upcoming initiatives under the "Neighborhood Joy" campaign from Good Humor, which introduced the first ice cream truck more than a century ago.
Key Lead Takeaways: Get in touch to secure some of JL's increasing ad dollars as it continues rolling out this new work.
Target Demographics: Male Gen-Z and millennials
Key Spend Notes:
- Spend shift summary: Digital spend has more than doubled YOY YTD, so reach out soon to secure some of these increasing ad dollars.
- Planning period: Q4
- Buying period: Q3
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes JL under Auto*
- 2023 YTD Spend: $5.3m
- STP 2022 Spend: $2.2m
- 2022 FY Spend: $5.1m
- 2021 FY Spend: $2.6m
- 2020 FY Spend: $3m
YTD YOY Spend Increase: 140%
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $2.6m
- Q1 2023 Spend: $2.7m
- Q1 2022 Spend: $974.7k
- Q2 2022 Spend: $1m
- Q3 2022 Spend: $2.6m
- Q4 2022 Spend: $514.4k
YTD Impressions: 500,222,300
Top Ad Types: YouTube (56%) and Instagram (25%)
Top Purchase Channels: Direct (99%)
Top Publishers: YouTube (56%) and Instagram (25%)
Top Industry/Vertical Spenders (YTD, by spend): Hyundai, Toyota, Nissan, Mazda, Honda, Chevrolet, and Infiniti
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with OOH, digital, local broadcast, print, radio, Instagram, Twitter, Facebook, TikTok, and online video (via Youtube.com, Youtube Android, and Youtube IOS) ads. JL also utilizes cause marketing; view an example here.
Top Sponsored Podcasts: Thrivetime Show, The Jordan B. Peterson Podcast, The Megyn Kelly Show, 48 Hours, and 7 Good Minutes
Social Demographics: Slight female skew, ages 35-55
Current Sponsorships/Partnerships: Sacramento Kings
Current Agency Roster:
- M&C Saatchi Sport & Entertainment: Creative agency partner (at least for this campaign project)
- Wunderman Thompson Atlanta: Creative AOR
- EssenceMediaCom: Media AOR
- Mindshare: Media agency partner
- DDB Chicago: Creative and digital agency partner
- Silverlight Digital: Digital agency partner
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; sponsorship partnership insights by Relo Metrics; audience insights by StatSocial.
