Momvertising Opps: Willow hires marketing VP, promotes CEO (Score 52)

Sales lead: These leadership changes may lead to spend shifts or agency hires. 

• Willow hired Kerri Kauffman as marketing & eCommerce VP in November 2023.
  • Kauffman joins from Juiced Bikes where she was the marketing & eCommerce SVP.
• The company promoted Sarah O'Leary to CEO in December. 
  • O'Leary joined the company in 2019 as growth VP before being named CMO in 2020.
  • She was then promoted to CCO in 2021.

Target demographic: Millennial moms

The company will likely:

• Keep increasing digital spend
• Diversify digital ad placement
• Seek agency assistance

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

• YTD spend: Willow spent approximately $1.6m on digital display ads YTD, up 45% from $1.1m spent in this channel during the same time period of 2022. 
• YTD data: 239.3m impressions via Facebook (78%) and Instagram (22%). 
• 2021-2022 spend: Full-year spend jumped 56% from $769.8k in 2021 to $1.2m in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Additional channel insights  

• Top podcasts sponsored: Planet Money, No Agenda, Jocko Podcast, The Daily Beans, and PBS NewsHour - Full Show. 

Agency analysis:

• Opportunity: Contact the new VP to see if you can pick up some of Willow's business. 
  • Willow does not currently work with any agencies to the best of my knowledge.