Male Millennial Opps: Eddie Bauer rebrands, ramps up digital spend (Score 33)
Sales lead: Reach out if you can help this company promote the rebrand. .png)
- Eddie Bauer (EB) recently rebranded as part of its plan to modernize and attract a new generation of customers.
- The rebrand includes a new logo, messaging, and strategy.
- EB also plans to focus on its wholesale business.
Target demographic: Millennials with a male skew
The company will likely:
- Increase promotional activity to promote the rebrand
- Continue moving TV dollars to the digital marketing budget
- Build out its agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: EB has not aired a national TV ad so far in 2023.
- 2021-2022 spend: Full-year spend fell from $1m to $15.5k.
- 2022 ad programming: It placed ads during programming such as College Basketball and FOX College Hoops Tip-Off.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: EB spent approximately $1.4m on digital display ads YTD, a significant increase from $608.7k spent in this channel during the same time period of 2022.
- YTD data: 216.2m impressions via Facebook (77%), Instagram (21%), and desktop display (2%).
- 2021-2022 spend: Full-year spend equaled $2.3m in 2021 and $2.1m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, yahoo.com, youtube.com, and heraldweekly.com.
Additional channel insights
- Vivvix: EB also utilizes OOH and local broadcast.
Agency analysis:
- Opportunity: I recommend offering creative, media, digital, or social media services.
- Current roster:
- Backbone Media: PR AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
