Female Gen-Z, Millennial Opps: Swarovski opens NYC location as its expands in NA (Score 64)

Sales lead: Get in touch if you can help this company establish itself in NA. 

  • Swarovski North America just opened its biggest flagship location on Fifth Avenue in New York.
  • This is part of Swarovski's NA expansion plans.
  • The company has opened 10 new stores in 2023. 
  • We told you about the company choosing Zenith as its media AOR in January

Target demographic: Millennial & Gen-Z women

The company will likely:

  • Increase promotional activity surrounding new locations
  • Seek agency assistance promoting new stores
  • Continue opening new locations

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

  • YTD spend: Swarovski has not aired a national TV ad so far this year. 
  • 2021-2022 spend: Full-year spend plummeted from $10m in 2021 to $409.4k in 2022.
  • 2022 ad programming: It placed ads during programming such as Good Morning America, The Big Bang Theory, Modern Family, Home Town, and All American. 

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

  • YTD spend: Swarovski spent approximately $9.7m on digital display ads YTD, a 20% decrease from $12.1m spent in this channel during the same time period of 2022. 
  • YTD data: 1.4b impressions via Instagram (59%), Facebook (26%), YouTube (10%), desktop display (3%), and mobile display (2%). 
  • 2021-2022 spend: Full-year spend jumped 60% from $8.9m in 2021 to $14.2m in 2022. 
  • Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, elle.com, and harpersbazaar.com. It placed 1% of these ads indirectly through Criteo and Quantcast onto sites such as buzzfeed.com, youtube.com, eenadu.net, ebay.com, and dealmoon.com. 

Additional channel insights  

  • Swarovski also invests in print and OOH. 

Agency analysis:

  • Opportunity: Reach out to see if Swarovski is seeking any additional assistance. 
  • Current roster:

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.