Female Gen-Z, Millennial Opps: ThirdLove launches first swimwear line amid digital spend increases (Score 18)

Sales lead: Reach out now to offer ad space.

• ThirdLove has entered a new category with its first swimwear collection.
• The line includes the Underwired Denim Swim Top, Classic Bikini Swim Bottom, and High Rise Swim Bottom. 
• The new items range in price from $50-$88. 
• ThirdLove's DMs said the line is in response to customer demand.

Target demographic: Gen-Z & millennial women 

The company will likely:

• Continue moving ad dollars from national TV to digital 
• Launch an ad campaign to announce the swimwear line
• Seek agency assistance promoting the new line
• Roll out additional new products

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

• YTD spend: ThirdLove spent around $543.4k on national TV ads YTD, down 73% from $2m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 38% from $3.2m in 2021 to $2m in 2022. 
• Ad programming: It placed ads during programming such as The Golden Girls, Today 3rd Hour, Forensic Files, Below Deck Mediterranean, and Sunday Today With Willie Geist. 

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

• YTD spend: ThirdLove spent almost $8.4m on digital display ads YTD, an 83% increase from $4.6m spent in this channel during the same time period of 2022. 
• YTD data: 1.3b impressions via Facebook (51%), Instagram (48%), YouTube (<1%), desktop display (<1%), and mobile display (<1%). 
• 2021-2022 spend: Full-year spend equaled $4.8m in 2021 and $5m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, aol.com, and nytimes.com. It placed 1% of these ads indirectly through Zeta onto sites such as foodandwine.com, people.com, buzzfeed.com, worldtravelling.com, and picuki.com. 

Additional channel insights  

• Top podcasts sponsored: Morbid, Crime Junkie, Young and Profiting with Hala Taha, Crime Stories with Nancy Grace, and Odd Lots. 

Agency analysis:

• Opportunity: I recommend offering creative, media, digital, & social media assistance to this company.
• Current roster:
  • Power Digital: PR