Media Edge: Red Wing Shoes launches campaign amid digital spend increase
Edge
Media Sales Lead: Red Wing Shoes (RWS) celebrates trade workers in a new "Trades-Made" campaign, which rolled out for Labor Day. Rather than promoting footwear outright, the campaign celebrates and supports the workers who hold up our world. It highlights the ways in which everything in our world is trades-made. These are the people for whom RWS specifically designs shoes. RWS also incorporated the "Trades-Made" badge into its logo to show its dedication to the movement. The company invited other brands to add this badge to their logos, joining the movement. Any brand that participates will receive custom ads, social posts, films, and more developed by RWS's team. An additional campaign element involves illuminated local buildings across countrywide cities such as Brooklyn, Dallas, and LA; these OOH efforts will show the names of real trade workers.
Key Lead Takeaways: RWS will likely continue pushing the "Trades-Made" effort, so reach out soon to secure some of its increasing digital spend.
Target Demographics: RWS typically targets older millennials and Gen-X men but has started ramping up digital spend to assumedly target Gen-Z as well.
Key Spend Notes:
- Spend shift summary: Digital spend has increased significantly this year and will likely continue to do so.
- Planning period: Q4
- Buying period: Q1
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes RWS under Shopping*
- 2023 YTD Spend: $646.9k
- STP 2022 Spend: $291.8k
- 2022 FY Spend: $1.3m
- 2021 FY Spend: $1m
YTD YOY Spend Increase: 123%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: $207k
- Q2 2023 Spend: $276.5k
- Q3 2023 Spend (to date): $167.9k
YTD Impressions: 96,507,500
Top Ad Types: Facebook (53%) and Instagram (40%)
Top Purchase Channels: Direct (99%)
Top Publishers: Facebook (53%) and Instagram (40%)
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 along with OOH, digital, local broadcast, Facebook, and online video (via Youtube.com and Youtube Android) ads
Bombora: Email marketing
Social Demographics: Men from the ages of 35-44 (primary) and 45-54 (secondary)
2022-2023 Key Hires:
- Brianne Sandager: Manager, marketing project (January 2023)
Current Agency Roster:
- Haworth Marketing & Media: Media AOR
- JAM Collective: Social and PR AOR
- Droga5: Creative AOR
- Carmichael Lynch: PR agency partner
- Space150: Creative, social, digital, and digital creative agency partner
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; email marketing insights by Bombora; audience insights by StatSocial.
