Millennial Opps: Hendrick's Gin picks up cultural AOR (Score 25)

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

• Hendrick's Gin appointed Exposure as its global cultural AOR in December 2023.
• Creativebrief handled the review for Hendrick's.
• The agency is tasked with helping Hendrick's reach a younger audience.

Target demographic: Millennials 

The brand will likely:

• Keep ramping up digital spend
• Try new marketing channels to reach younger consumers
• Make additional agency changes

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

• YTD spend: Hendrick's has not aired a national TV ad since spending $5.8k in 2021. 
• Ad location: It placed ads during ATP/WTA Tennis. 

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

• YTD spend: Hendrick's spent approximately $3.2m on digital display ads YTD, more than double the $1.5m spent in this channel during the same time period of 2022. 
• YTD data: 416.6m impressions via Facebook (38%), Instagram (34%), YouTube (21%), desktop video (3%), desktop display (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell 61% from $5.4m in 2021 to $2.1m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, arstechnica.com, and newyorker.com. It placed 1% of these ads indirectly through Quantcast onto sites such as yahoo.com, msn.com, aol.com, sfgate.com, and marthastewart.com. 

Agency analysis:

• Opportunity: Agency reviews commonly follow one another, so get in touch soon to see if Hendrick's needs any more assistance. 
• Current roster:
  • Quaker City Mercantile: creative
  • Exposure: cultural AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.