Momvertising Opps: Quilted Northern picks new creative shop (Score 14)

Sales lead: This appointment will likely lead to higher ad spend & possibly more agency hires. 

• Quilted Northern (QN) named Orchard its lead creative agency in October 2023.
• The agency is responsible for attracting new customers. 
• Orchard's first work is scheduled to launch in H2 of 2024.
• This replaces the incumbent shop, Mekanism. 

Target demographic: Primary shoppers (Gen-X & millennial women/moms)

The brand will likely:

• Seek additional agency assistance
• Keep ramping up digital ad spend
• Launch an ad campaign

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

• YTD spend: QN spent approximately $10.6m on national TV ads YTD, close to the $10.8m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell 38% from $21.2m in 2021 to $13.1m in 2022. 
• Ad programming: It placed ads during programming such as GMA3: What You Need to Know, General Hospital, The View, Forensic Files, and Friends. 

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

• YTD spend: QN spent nearly $8.8m on digital display ads YTD, a significant jump from $2.2m spent in this channel during the same time period of 2022. 
• YTD data: 799m impressions via YouTube (68%), Facebook (25%), Instagram (4%), desktop display (2%), and desktop video (2%). 
• 2021-2022 spend: Full-year spend decreased by 38% from $5.2m in 2021 to $3.2m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitch.tv, and heraldweekly.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as yahoo.com, foxnews.com, bodybuilding.com, people.com, and parents.com. 

Additional channel insights  

• Vivvix: QN also invests in local broadcast.
• Top podcasts sponsored: Dave Moore. 

Agency analysis:

• Opportunity: Reach out now to see if QN needs any more help. 
• Current roster:
  • Orchard: creative