Campaign Imminent: My/Mochi taps strategic, creative AOR following CMO appointment (Score 78)

Sales Lead: My/Mochi recently named Terri & Sandy as its lead strategic and creative

• The agency will lead a marketing and branding reboot.
• Initially, T&S will focus on driving sales, engagement, and engagement with a refresh of all digital and social content.
• T&S will work with My/Mochi's other agency partners to develop and execute a new fully integrated marketing campaign.
• I figured that an agency review would follow the recent hire of CMO Brigette Wolf.
  • Wolf plans to continue expanding the brand beyond ice cream into additional mochi-based snack food.
• The company will likely:
  • Launch the new campaign soon
  • Shift strategy
  • Return to higher spend
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Millennial women

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, My/Mochi has spent approximately $74.9k on digital ads, 14% less than the approximately $86.7k spent by this point last year.
  • YTD data: The company has earned roughly 5m digital impressions YTD via YouTube ads.
  • Last year: My/Mochi spent around $634.2kk on this channel last year after not utilizing it in 2021.

Additional agency insights:

• Opportunity: Additional roster shifts could follow this one, so reach out soon to offer digital analytics, experiential, multicultural, and/or influencer services.
• Current agency roster:
  • Terri & Sandy: Strategic and creative AOR (July/August 2023)
  • 26 Dot Two: Media agency partner
  • Food Future Strategies: PR agency partner
  • Fortnight Collective: Agency partner

Insight Sources: Digital spend insights estimated by Pathmatics.