Summer isn’t a dead zone for sales, and we’ve got the opportunities to prove it. Our team of in-house researchers work to keep track of daily campaign launches and where the opportunity lies for you.
Rather than attempt to keep up with the rapid pace of industry news, Winmo transforms news stories into actionable opportunities for you and your team.
As a sneak peek of what our platform has to offer, we’re bringing you five summer campaign launches presenting revenue up for grabs for you to pursue right now:
1. Multi-generational Broadcast Opps: Duracell Launches New Creative Campaign
In order to support the launch of Duracell’s new Optimum battery, Creative AOR Wieden + Kennedy (New York) released a new comedic campaign under the tagline “Extra Life. Extra Power.”
Media Seller Opportunity: One of the most successful investors in history, Warren Buffett, has owned Duracell since 2014. This means the company is consistently generating predictable, consistent revenue, making potential spending dollars more consistent as well. Sellers are encouraged to keep an eye on Duracell and begin to open broadcast and digital space for Q4. Everyone needs batteries, creating an expansive audience for Duracell. Sellers with experience in the Spanish TV space are encouraged to reach out as well.
2. Millennial Media Opps: Constellation Launches Campaign for Kim Crawford, Plans More Campaign Launches
Constellation Brands launched a campaign for its Kim Crawford wine brand. The “Make It Amazing” campaign was crafted by creative AOR Calvary and features TV spots running through networks such as Bravo, E!, Food Network, FX, HGTV, TBS, and Travel Channel AMC to name a few. The campaign uses digital, social media, dynamic displays at retail, strategic partnerships, consumer sampling as well as experiential.
Media Seller Opportunity: According to Wine Industry Advisor, the campaign will run through February 2020, so sellers will be able to secure last-minute revenue until then. Keep in mind the Kim Crawford target demographic is primarily women, but Constellation as a whole typically targets millennial men. Spend is historically highest during Q2 and Q4, and also keep other campaign launches on your radar as Constellation makes an attempt to strengthen and build their portfolio.
Keep an eye out on spend increases to support the summer selling season, a majority of which will likely go to the beer portfolio to fuel growth in this area. The dollars will most likely go toward Corona Premier and Modelo in particular. While there is a focus on the beer portfolio, don’t let this hinder you from reaching out to other brands under the Constellation umbrella.
Agency and Martech Opportunity: With an expanding team and spend increases, agency and martech readers with alcohol experience are encouraged to reach out. Expect competition from media agency Horizon and Constellation’s slew of creative agencies: Cramer-Krasselt, Edenspiekermann, Roundhouse, MUH-TAY-ZIK l HOF_FER, Upshot, Trinity Brand Group and Cavalry.
3. Gen-Z Media Opps: Sprite Evolves Hip-Hop Marketing Strategy With New Campaign, Increases Spend
Sprite’s “Thirst for Yours” campaign kicked off three weeks ago with a media event and panel at the BET Experience in Los Angeles, but it centers around TV spots that showcase aspiring rapper Kodie Shane along with aspiring fashion designer Seth Giscombe. The campaign was created by Wieden+Kennedy and will also use social media, influencers, outdoor and experiential activations.
Media Seller Opportunity: While there may not be revenue still tied to this specific push, sellers are encouraged to keep an eye on the “Thirst for Yours” banner considering it is a multi-year initiative. Keep an eye out for revenue during planning period Q3 and buying period Q2. Those with a high reach among a millennial audience will likely have the advantage since the target age ranges from 13-24.
Spend increases are expected to continue with new leadership in place as well as to support the more environmentally friendly bottle promotion.
4. Outdoor Media Opps: Spotify Launches Outdoor Campaign in Promotion of LGBTQ+ Community
Spotify recently launched an interactive out-of-home campaign in partnership with Clear Channel. The digital billboards consist of a “Yes” in conjunction with the Pride flag in an effort to celebrate the LGBTQ+ community. The campaign is slated to run through August across 15 cities including London, New York, Madrid, and Paris. According to reports, the campaign was created internally.
Media Seller Opportunity: While there may not be revenue to secure specifically from this campaign, sellers should keep an eye out for similar interactive out-of-home campaigns in the future. Sellers are also encouraged to keep an eye out for dollars tied to top spending periods Q2 and Q4. Keep an eye out on new products like Spotify Lite and upcoming podcasts as well. Spotify’s main demographic consists of both millennials and Gen-Z.
According to reports, spend has increased and will likely continue to do so considering Spotify is making a major effort to expand it’s marketing leadership.
Agency and Martech Opportunity: New hires in place are likely to review current agency relationships, so agency and martech readers are encouraged to reach out. Competition will include UM, NYC on media and creative is typically handled in-house.
5. Review Imminent: Long John Silver’s Promotes CMO, Launches Campaign
Long John Silver’s promoted Stephanie Mattingly to CMO, effective June, to replace incumbent Angela Sanders. To fill the marketing VP vacancy, LJS promoted Christopher Caudill.
Agency and Martech Opportunity: Although promotions aren’t as large of a signal for agency reviews compared to outside hires, agency and martech readers are still encouraged to reach out for work. We recommend focusing on PR, digital, and media buying work since Baldwin& won creative and media planning in December 2017. Media buying is out of ICON International while PR is out of RunSwitch. Focus pitches on differentiating LJS from competitor Captain D’s, as well as reversing sales declines.
Media Seller Opportunity: In an effort to combat struggles, LJS is shifting towards experiential and digital tactics. Dollars should still be available from the “Fishmas in July” campaign that launched via TV, streaming audio, and paid social in order to reach younger consumers. Also look for dollars tied to busy seasons such as summer, Lent and Christmas. Lastly, LJS has been updating its menu so keep an eye out for revenue tied to that as well.
LJS typically holds planning conversations in Q3 and buying conversations in Q2. Those with the ability to work using omnichannel strategies led by digital and social will have the advantage. The chain’s target demographic consists of mainly millennials and Gen-Z.