BFY Millennial Opps: Laird Superfood discloses marketing plans, promotes marketing VP (Score 55)

Sales lead: Get in touch if you can help this company build awareness. 

• Laird Superfood disclosed during its recent Q3 earnings report that it is focused on increasing brand awareness. 
• The company, which was founded in 2015, has moved away from what execs described as an inefficient paid social media strategy. 
• It is now utilizing podcasts, PR, and organic media. 

In other news:

• Laird promoted Martha Opela to marketing VP in August 2023.
• Opela joined the company as senior marketing director in 2022.
• She is the company's top marketing DM. 

Target demographic: Millennials

The company will likely:

• Continue increasing digital spend
• Partner with social media influencers
• Build out agency roster

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

• YTD spend: Laird spent approximately $49.9k on national TV ads YTD, down 28% from $69.5k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 14% from $148.7k in 2021 to $128.6k in 2022. 
• Ad programming: It placed ads during programming such as FIS Freestyle Skiing & Snowboarding World Cup, 2023 FIS Alpine World Ski Championships, FIS Alpine Ski World Cup, FIS Freestyle Skiing World Cup, and FIS Snowboard World Cup. 

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

• YTD spend: Laird spent about $918.1k on digital display ads YTD, up 8% from $848.5k spent in this channel during the same time period of 2022. 
• YTD data: 136.4m impressions via Facebook (60%), Instagram (36%), desktop display (3%), and YouTube (1%). 
• 2021-2022 spend: Full-year spend fell by 50% from $1.8m in 2021 to $890.8k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, redfin.com, and slickdeals.net. 

Additional channel insights  

• Top podcasts sponsored: The Herd with Colin Cowherd, The Tim Ferriss Show, That UFO Podcast, Hanselminutes with Scott Hanselman, and Gruesome: Horrific True Crime.