Gen-Z, Millennial Opps: PurposeBuilt taps CMO, shifts strategy under new Green Goblin AOR (Score 71)

Sales Lead: PurposeBuilt Brands selected Jon Bellante as its CMO in August 2023.

• Bellante joined the company in February 2022 as its marketing VP after having been a global marketing director for KitchenAid's global small appliances business.
• He succeeds Chad Hansen became PurposeBuilt's chief e-Commerce, innovation, and new ventures officer the same month after serving as its CMO for almost three years.
• The company will likely:
  • Launch additional new work (more below)
  • Continue adjusting strategy
  • Keep increasing digital spend
  • Shift its agency roster again
• Target demographic: 
  • B2C: Gen-Z and millennial consumers with a skew toward eco-friendly moms and household decision-makers in general
  • B2B: Businesses with brick-and-mortars

Recent strategy shifts:

• PurposeBuilt also just launched the first Green Gobbler campaign from Hanson Dodge, which became the brand's creative AOR in January 2023.
• The campaign features a new tagline, "Let The Gobbler Get It."
• HD is leaning more heavily on branding, focusing primarily on the digital channels across which the new campaign launched, which include connected TV (CTV), streaming TV, display, podcast sponsorships, social media, and shopper marketing made possible by retail partnerships.
• The new campaign is part of GG's effort to unclog brick-and-mortar shelf space and bolster brand recognition.
• The aforementioned new CMO, Bellante, reported that GG's combined product innovation and broad distribution give the brand an edge against other established brand leaders in an atypical way.
• Bellante also specified the goal of building brand presence and appealing to consumers with its adjacent category options such as its weed killer line.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: The GG brand hasn't utilized national TV since spending around $415.5k in 2022.
  • Last year: The brand did not utilize this channel in 2021.
  • 2022 ad programming: GG's 2022 commercials targeted Gen-X watching shows such as World's Dumbest..., Mountain Men, Ancient Aliens, Chopped, and Diners, Drive-Ins and Dives.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the brand has spent approximately $3k on digital ads, 5x the approximately $600 spent by this point in 2022.
  • YTD data: GG has earned ~421.3k digital impressions YTD via Facebook ads.
  • Last year: The brand's estimated full-year spend of $17.7k skyrocketed from that of merely $200 in 2021.
• Additional channel insights  
  • Parent company PurposeBuilt invests in Google Ads and online video (via Youtube.com) ads.

Additional agency insights:

• Opportunity: Get in touch soon to see if any media, PR, digital analytics, programmatic, influencer, experiential, and/or multicultural hires follow the recent CMO and creative AOR appointments.
• Current agency roster:
  • Hanson Dodge: Creative AOR (Green Gobbler brand - January 2023)

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