Female Opps: Billie promotes top marketer, launches new product (Score 58)

Sales Lead: Earlier in 2023, Billie selected Catherine Wolpe as its new top marketer.

  • Wolpe, who joined the company in September 2021 as its brand marketing VP, is now its brand marketing SVP.
  • Since her promotion, Billie has launched a new initiative that involves a board game impossible for women to win.
    • The game, "No Worries If Not," highlights ridiculous double standards regarding women daily.
    • It's the beginning of a larger effort to expand Billie out of people's bathrooms into their game nights.
    • It isn't available in stores, but Billie itself has been pursuing retail growth.
    • A supporting campaign, created in-house, will run across digital and social media channels.
  • The company will likely:
    • Continue shifting strategy
    • Return to higher spend
    • Conduct agency reviews
  • Target demographic
    • ​​​​​​​Gen-Z and millennial women

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: Billie hasn't utilized national TV since spending approximately $2.4m in 2022.
    • Last year: The company spent around $2.4m on this channel last year after having spent only about a quarter of this, around $477.3k, in 2021.
    • 2022 ad programming: Billie's 2023 commercials have targeted Gen-X watching shows such as Grey's Anatomy, NCIS, Law & Order, Criminal Minds, and Dr. Phil.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, the company has allocated roughly $2.5m toward digital ads, less than a third of the roughly $7.7m allocated within the same 2022 timeframe.
    • YTD data: Billie has earned ~275m digital impressions YTD, 39% via YouTube ads, 32% via Instagram ads, and 29% via Facebook ads.
    • Last year: The company's estimated full-year 2022 spend of $8.7m increased by 9% from that of $8m in 2021.
  • Additional channel insights  
    • The company utilizes Google Ads along with digital, Facebook, Instagram, TikTok, and online video (primarily via Youtube.com) ads.
    • Billie sponsors podcasts such as Going West: True Crime, What A Day, True Crime Obsessed, BardsFM, and Whine Down with Jana Kramer.

Additional agency insights:

  • Opportunity: Top marketer promotions can lead to roster shifts like outside hires can, so reach out soon to remain top-of-mind.
  • Current agency roster:
    • ​​​​​​​In-House: Creative

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.