Sun-Maid Growers of California appoints lead social agency (Score 25)

Sales lead: This will affect the company's social strategy & may lead to additional agency changes. 

• Sun-Maid Growers of California (SM) made quench its lead social agency in September 2023.
• The agency will handle TikTok, Facebook, and Instagram activations. 
• This expands the agency's remit, as it has been SM's lead creative agency since 2018.

Target demographic: Primary shoppers (Gen-X & millennial women)

The company will likely:

• Revamp social media strategy
• Keep increasing digital spend
• Seek additional agency assistance

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

• YTD spend: SM spent approximately $423.6k on digital display ads YTD, a 7% increase from $394.1k spent in this channel during the same time period of 2022. 
• YTD data: 61m impressions via Facebook (72%), Instagram (13%), mobile display (12%), and desktop display (3%). 
• 2021-2022 spend: Full-year spend plummeted from $2.4m in 2021 to $738.7k in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as facebook.com, instagram.com, babycenter.com, and yourcentralvalley.com. It placed 2% of these ads indirectly through BlogHer onto sites such as tinybeans.com, babycenter.com, and redtri.com. 

Additional channel insights  

• Vivvix: SM also invests in OOH, print, and local broadcast.

Agency analysis:

• Opportunity: I recommend offering PR, digital, or media services for the best chance of picking up some of SM's business.
• Current roster:
  • quench: social & creative AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.