Gen-Z, Gen Alpha Opps: Bomb Pop moves away from traditional media, focuses on social media (Score 30)

Sales lead: Reach out if you can help this brand resonate with younger consumers. 

• Bomb Pop (BP) has revised its media strategy to focus on social media and gaming to reach younger demographics.
• It has prioritized channels such as TikTok, Snapchat, and Roblox. 
• BP also partnered with ad agency GALE on an activation in the Restaurant Tycoon 2 game. 

Target demographic: Gen-Z & Gen Alpha

The brand will likely:

• Partner with influencers that are popular among its target demographic
• Seek additional agency partners
• Ramp up social media spend

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

• YTD spend: BP spent almost $1.7m on digital display ads YTD, just 53% of the $3.2m spent in this channel during the same time period of 2022. 
• YTD data: 135m impressions via YouTube (83%), Facebook (11%), and Instagram (5%). 
• 2021-2022 spend: Full-year spend jumped 78% from $1.8m in 2021 to $3.2m in 2022. 
• Ad programming: It placed 100% of these ads directly onto youtube.com, facebook.com, and instagram.com. 

Agency analysis:

• Opportunity: Contact BP's DMs if you can help it reach Gen-Z and Gen Alpha. 
• Current roster:
  • Allison+Partners: PR AOR
  • GALE: creative

Insight Sources: Digital spend insights estimated by Pathmatics.