Campaign Imminent: Kodiak Cakes taps new agency partner (Score 79)
Sales Lead: Kodiak Cakes SharkNinja recently established a partnership with Finn Partners's Consumer Lifstyle and Sports (CLS) division.
- The agency will now handle PR services including communications strategy, innovative product launches, and brand visibility.
- Additionally, Finn will pursue new celebrity, athlete, and brand ambassador collaborations.
- I suggested additional agency appointments would follow Kodiak's other recent agency shifts and leadership shifts.
- The company will likely:
- Ramp up influencer marketing
- Shift strategy
- Continue rolling out work
- Return to higher spend
- Seek additional new agency partners
- Target demographic:
- Gen-Z and millennials
Additional spending insights:
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Since the beginning of 2023, Kodiak has allocated roughly $4.5m toward digital ads, down % from the roughly $4.6m allocated within the same 2022 timeframe.
- YTD data: The company has earned ~547.2m digital impressions YTD, 40% via YouTube ads, 32% via Instagram ads, and 28% via Facebook ads.
- Last year: In 2022, KC spent roughly $5.5m on this channel, 14% less than the roughly $6.4m spent in 2021.
- Additional channel insights
- The company utilizes Google Ads along with Facebook, Instagram, and online video (primarily via Youtube.com) ads.
- KC's current influencer partners include Zac Efron.
Additional agency insights:
- Opportunity: Since agency reviews often follow one another, get in touch soon to secure potential creative, media, experiential, social media management, digital analytics, programmatic, and/or multicultural services.
- Current agency roster:
- Finn Partners (CLS): PR AOR (September 2023)
- Lafayette American: Creative agency partner (at least for a recent campaign project - 2023)
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
