Momvertising Opps: Nature's Sunshine Products appoints CMO amid spend increases (Score 50)
Sales lead: This hire will affect both the company's marketing strategy & agency roster. 
- Nature's Sunshine Products (NSP) announced Sarah Crockett will join the company as CMO on October 30th, 2023.
- Crockett most recently served as global CMO of Dickies.
- As NSP's CMO, Crockett is tasked with introducing the brand to a new generation of customers.
**We are unable to confirm Crockett's email address until she officially begins. Please reach out to NSP's other DMs for the time being.**
Target demographic: Gen-X & millennial women (moms)
The company will likely:
- Continue ramping up digital ad spend
- Experiment with additional ad channels
- Review the agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: NSP spent almost $2.8m on digital display ads YTD, a 40% increase from $2m spent in this channel during the same time period of 2022.
- YTD data: 421.3m impressions via Facebook (79%), Instagram (19%), and desktop display (2%).
- 2021-2022 spend: Full-year spend jumped by 50% from $2.6m in 2021 to $3.9m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, thecut.com, and engadget.com. It placed 1% of these ads indirectly through Zeta onto sites such as budgettravel.com, listenonrepeat.com, crooksandliars.com, espn.com, and uberhumor.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency reviews.
- Current roster:
- Common Good: creative & digital
- Crispin Porter + Bogusky: media buying & planning
Insight Sources: Digital spend insights estimated by Pathmatics.
