Gen-Z, Millennial Opps Opps: Hoka launches initiative after tapping new social AOR (Score 12)

Sales Lead: Hoka recently launched a new experiential initiative that involved a digital video installation in NYC's Times Square.

• Made by parent company 's media AOR, Jellyfish, the campaign will continue running throughout the end of the August.
• The brand will likely:
  • Invest in similar experiential/digital OOH efforts, especially localized ones
  • Keep ramping up digital spend
  • Conduct additional agency reviews following a recent roster shift (more below)
• Target demographic: 
  • Gen-Z and millennials

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Hoka hasn't utilized national TV since allocating around $26.1k in 2022.
  • Last year: The brand allocated much less than this, only around $9.1k, toward this channel in 2021.
  • 2022 ad programming: Hoka's 2022 commercials targeted viewers of the IRONMAN World Championship.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Hoka has spent roughly $13.2k on digital ads YTD, 65% more than the roughly $8m spent by this point last year.
  • YTD data: So far this year, the brand has earned approximately 2.2b digital impressions via Facebook (46%), Instagram (37%), YouTube (14%), desktop display (2%), and desktop video (1%) ads.
  • Last year: Hoka's estimated full-year 2022 spend reached $13.2m, 25% more than that of $10.6m in 2021.
• Additional channel insights  
  • The brand invests in Google Ads along with OOH, local broadcast, Facebook, Instagram, Twitter (albeit minimally), TikTok (albeit also minimally), and online video (primarily via Youtube.com) ads.
  • Hoka holds planning conversations in Q1 and buying conversations in Q2.
  • The brand sponsors podcasts such as the Outside Podcast and The Money with Katie Show.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to see if any additional roster shifts follow Hoka's September 2022 appointment of social media AOR Canvas United.
• Current agency roster:
  • Jellyfish: Media AOR
  • Canvas United: Social media AOR (September 2022)
  • Anomaly: Creative AOR
  • OutsidePR: PR AOR

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