Millennial Digital Opps: Hydrow hires CXO, promotes CMO (Score 73)

Sales lead: These DM shifts will affect the company's marketing strategy & agency roster. 

• Hydrow hired Craig Tello as chief experience officer in September 2023.
  • Tello most recently served as content strategy head at EA. 
  • He is responsible for content strategy and engaging new/existing customers. 
• Hydrow also promoted Diana Cino to CMO.
  • Cino joined the company earlier this year as sales & marketing SVP. 
  • She is tasked with helping Hydrow reach new customers and improving loyalty with current customers. 

Target demographic: Millennials

The company will likely:

• Return to 2021 spending levels
• Increase social media content output
• Build out the agency roster

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Hydrow spent nearly $1.4m on digital display ads YTD, just 34% of the $4.1m spent in this channel during the same time period of 2022. 
• YTD data: 220m impressions via Facebook (75%), Instagram (20%), desktop display (4%), mobile display (1%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend plummeted from $13.3m in 2021 to $4.5m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. It placed 3% of these ads indirectly through Criteo onto sites such as mapquest.com, yahoo.com, slate.com, reserveamerica.com, and ultimate-guitar.com. 

Agency analysis:

• Opportunity: The recent DM shifts may lead to agency changes, so get in touch now to be top-of-mind. 
• Current roster:
  • Mojo Supermarket: creative AOR

Insight Sources: Digital spend insights estimated by Pathmatics.