Media Edge: Skechers launches collection with Snoop Dogg
Media Sales Lead: Skechers recently launched a new collection with Snoop Dogg. This partnership has been in the works for quite a while. The collection's first run is available now, and two more will launch in the coming months. Skechers's strategy right now is focused on building brand awareness that educates shoppers on its products' features and technologies in order to drive demand.
Key Lead Takeaways: Skechers will likely continue rolling out work for the new collection and pursue similar influencer partnerships, so reach out soon to secure relevant ad dollars.
Target Demographics: A wide target demographic ranging from Gen-Z through Gen-X
Key Spend Notes:
- Spend shift summary: Both national TV and digital spent are on the rise.
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Skechers under Apparel, Footwear & Accessories: Shoes & Socks*
- 2023 YTD Spend: $48.8m
- STP 2022 Spend: $28.7m
- 2022 FY Spend: $55.2m
- 2021 FY Spend: $46.8k
YTD YOY Spend Increase: 70%
Ad Flight Breakdown (by spend): So far this year, Skechers has aired 114 national TV spots; its top five are "Slip-in No Matter What," "All Walks of Life," "Obsessed," "Start Your Day," and "Relaxing Foot Massage."
Top Daypart (by impressions): Primetime (2.6b)
Top Networks (by spend): FOX, Univision, BRAVO, ESPN, and A&E.
Top Shows (by spend): Law & Order: Special Victims Unit, The First 48, Deadline: White House, ¡Despierta América!, and Morning Joe
Top Industry/Vertical Spenders (YTD, by spend): Skechers (38.5%), New Balance (15.1%), Oofos (10%), Under Armor (7.4%), and Bombas (5%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Skechers under Apparel*
- 2023 YTD Spend: $15.6m
- STP 2022 Spend: $11.4m
- 2022 FY Spend: $19.6m
- 2021 FY Spend: $16.7m
YTD YOY Spend Increase: 37%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: $25.7m
- Q2 2023 Spend: $8.2m
- Q3 2023 Spend (to date): $2m
YTD Impressions: 1,690,348,200
Top Ad Types: YouTube (48%), Facebook (38%), and Instagram (28%)
Top Purchase Channels: Direct (98%)
Top Publishers: YouTube (48%), Facebook (38%), and Instagram (28%)
Top Industry/Vertical Spenders (YTD, by spend): Shein, TechStyle, Gap, Temu, Nike, Amazon and VF Corporation
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with radio, digital, local broadcast, print, OOH, Facebook, Instagram, and online video (via Youtube.com, Youtube Android, and Youtube IOS) ads
Top Sponsored Podcasts: The Dan Le Batard Show with Stugotz, Are You Garbage?, No Laying Up, The Athletic Football Show, and New Rory & MAL
DRTV:
- Short-form DRTV ads
- Incredibly highly concentrated network TV coverage
- A new campaign is likely within the next 30 days
- Its top TV networks include TDC, CMT, TGC, LIFE, and NBCS
Influencers & Brand Ambassadors: Snoop Dogg, Ashley Park, The Rolling Stones, Doja Cat, Mr. T, and Amanda Kloots
Recent & Upcoming Product Launches: Limited-edition collection with Snoop Dogg
Current Agency Roster:
- Siltanen & Partners: Creative agency partner
- Stella Rising: Creative agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.
