Insight Sources: Digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.
BFY Gen-Z, Millennial Opps: Tractor Beverage adds PR shop to its roster (Score 32)
Sales lead: Reach out to offer ad space & to inquire about other agency work.
- Tractor Beverage (TB) picked up CBC as its PR AOR in October 2023.
- The agency is tasked with media relations, content creation, and paid media.
- We told you about TB's new social & influencer AOR, Movement Strategy, in August.
Target demographic: Gen-Zers & millennials
The company will likely:
- Keep ramping up digital spend
- Increase promotional activity
- Keep building out its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: TB spent nearly $2.7m on digital display ads YTD, up 23% from $2.2m spent in this channel during the same time period of 2022.
- YTD data: 407.4m impressions via Instagram (89%), Facebook (9%), and desktop video (2%).
- 2021-2022 spend: Full-year spend increased by 20% from $2.5m in 2021 to $3m in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com, facebook.com, and twitch.tv.
Additional channel insights
- Top podcasts sponsored: How Did This Get Made? and Add to Cart with Kulap Vilaysack & SuChin Park.
Agency analysis:
- Opportunity: I recommend offering creative & digital services to this company.
- Current roster:
- Movement Strategy: social & influencer AOR
- Ways & Means: media AOR
- CBC: PR AOR