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Target demographic: Millennial & Gen-X women
The company will likely:
- Continue increasing digital ad spend
- Seek agency partners
- Ramp up promotional activity for the new stores
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Mejuri spent almost $343.3k on national TV ads YTD, a slight (8%) decrease from $371.5k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend fell 13% from $1.5m in 2021 to $1.3m in 2022.
- Ad programming: It placed ads during programming such as GMA3: What You Need to Know, Below Deck Mediterranean, Castle, The Golden Girls, and NICS: New Orleans.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Mejuri spent approximately $2.1m on digital display ads YTD, a 50% increase from $1.4m spent in this channel during the same time period of 2022.
- YTD data: 311.2m impressions via Instagram (57%), Facebook (38%), and YouTube (6%).
- 2021-2022 spend: Full-year spend jumped by 37% from $3m in 2021 to $4.1m in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com, facebook.com, and youtube.com.
Additional channel insights
- Vivvix: Mejuri also invests in local broadcast.
- Top podcasts sponsored: The Daily, NPR News Now, My Favorite Murder with Karen Kilgariff and Georgia Hardstark, Wait Wait... Don't Tell Me!, and Planet Money.
Agency analysis:
- Opportunity: Mejuri does not currently work with any agencies to the best of my knowledge, so you may be able to pick up some of its business.
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.
