Media Opps: James Allen launches first OOH campaign, includes experiential elements
Media Sales Lead: Jewelry company James Allen (JA) recently rolled out its first OOH campaign, "Size Does Matter." The initiative involves print and digital ads on al of NYC's train lines. In June 2023, the Metropolitan Transit Authority reported 3.6m daily riders on the subway. The campaign also involves branded MetroCards that have special 30%-off discount codes for JA's products. Experiential activations also allowed visitors free treats, other discount codes, and surprise gifts. JA worked with Alchemy Media on the wildpostings, Food Truck Productions on the on-site activation, and Outfront Media on the MTA banners.
JA primarily operates a D2C model but also has a retail store in DC and a showroom in NY. Right now, the brand's focus lies on cutting overhead and increasing quality.
Key Lead Takeaways: Reach out soon to secure some of this brand's increasing ad dollars.
Target Demographics: Gen-Z and millennial women
Key Spend Notes:
- Spend shift summary: Digital spend is increasing and will likely continue to do so. JA has also ramped up its social content and influencer efforts. It will likely continuing to utilize OOH and experiential work as well.
- Top spending period: Q2
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes JA under Shopping*
- 2023 YTD Spend: $2.5m
- STP 2022 Spend: $2m
- 2022 FY Spend: $3.3m
- 2021 FY Spend: $4.1m
YTD YOY Spend Increase: 25%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: $496.9k
- Q2 2023 Spend: $1.2m
- Q3 2023 Spend (to date): $792.4m
YTD Impressions: 480,832,600
Top Ad Types: Facebook (38%), Instagram (36%), and YouTube (22%)
Top Purchase Channels: Direct (99%)
Top Publishers: Facebook (38%), Instagram (36%), and YouTube (22%)
Top Industry/Vertical Spenders (YTD, by spend): Temu, Amazon, SheIn, Home Depot, Walmart, Kroger, and Chewy
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads
Top Sponsored Podcasts: Superscoreboard, Our Big Dumb Mouth, 20/20, As It Is, and Locked On Dynasty Football.
Social Demographics: Women from the ages of 18-24 (primarily) and 25-34 (secondarily)
Influencers & Brand Ambassadors: Stacy Tasman Stahl
2022-2023 Key Leadership Shifts:
- Bianca Hroncich: Strategist, social content and influencer (promoted in April 2023)
Current Agency Roster:
- Alchemy Media: Agency partner (at least for this campaign project)
- Food Truck Productions: Agency partner (at least for this campaign project)
- Outfront Media: Agency partner (at least for this campaign project)
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; audience insights by StatSocial.
