Male Millennial, Gen-Z Opps: Carhartt announces new retail partnership with Lowe's (Score 55)

Sales lead: Get in touch to help Carhartt promote its new retail partnership. 

• Carhartt teamed up with Lowe's to offer its apparel online at Lowes.com and in stores.
• The collection includes duck jackets/vests, hoodies, T-shirts, work pants, and beanies. 
• Carhartt products are currently available at about 250 Lowe's stores in the Northeast, Midwest, and Pacific Northwest. 
• It will roll out in another 250 stores across TX, CA, and the Southeast early next year. 

Target demographic: Millennial  & Gen-Z men

The company will likely:

• Seek additional retail partnerships
• Keep increasing digital spend
• Ramp up promotional activity for its new deal with Lowe's

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Carhartt spent about $51k on national TV ads YTD, down 43% from $88.7k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $26.4k in 2021 to $88.8k in 2022. 
• Ad programming: It placed ads during programming such as College Football, SEC Now, The Paul Finebaum Show, Storm Center, and Marty & McGee.

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

• YTD spend: Carhartt spent approximately $4.8m on digital display ads YTD, a significant increase from $1.2m spent in this channel during the same time period of 2022. 
• YTD data: 408.6m impressions via YouTube (82%), Facebook (9%), Instagram (8%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 21% from $2.4m in 2021 to $2.9m in 2022.  
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, nhl.com, and mail.aol.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as youtube.com, yahoo.com, awkwardfamilyphotos.com, flyertalk.com, and nola.com. 

Additional channel insights  

• Vivvix: Carhartt also invests in OOH and local broadcast.
• Top podcasts sponsored: Stories from NPR, kPod - The Kidd Kraddick Morning Show, Legion of Skanks Podcast, The Rizzuto Show, and The Bald and the Beautiful with Trixie and Katya. 

Agency analysis:

• Opportunity: You will likely have the best shot at securing media, digital, or social media work. 
• Current roster:
  • Zeno Group: PR AOR
  • GTB: creative