Millennial Opps: Allbirds names PR AOR amid spend shifts (Score 64)

Sales lead: Get in touch now because this may lead to more agency hires. 

• Allbirds appointed Hunter as its PR AOR in August 2023.
• The agency is responsible for media relations, thought leadership, strategic counsel, and partnerships. 
• This replaces incumbent shop Sunshine Sachs.
• We told you about Allbirds new golf shoe line in May. 

Target demographic: Millennials

The company will likely:

• Seek additional agency partners
• Keep moving ad dollars from TV to digital
• Continue launching new products (released new golf shoes in May)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Allbirds spent almost $118.7k on national TV ads YTD, just 26% of the $457.5k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted by 67% from $2.7m in 2021 to $885.5k in 2022. 
• Ad programming: It placed ads during programming such as Dateline, Parking Wars, First Take, and Accident, Suicide, or Murder. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Allbirds spent approximately $5.9m on digital display ads YTD, a significant jump from $2.2m spent in this channel during the same time period of 2022. 
• YTD data: 779.9m impressions via Facebook (42%), Instagram (36%), desktop display (12%), YouTube (8%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend fell 23% from $7m in 2021 to $5.4m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, yahoo.com, and nytimes.com. It placed 2% of these ads through multiple indirect channels onto sites such as facebook.com, instagram.com, youtube.com, yahoo.com, and nytimes.com. 

Additional channel insights  

• Vivvix: Allbirds also utilizes OOH and local broadcast. 
• Top podcasts sponsored: The Herd with Colin Cowherd, The Dan Patrick Show, The John Batchelor Show, Wait Wait... Don't Tell Me!, and Stories from NPR.

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so reach out now to be top-of-mind.
• Current roster:
  • Hunter: PR AOR