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Parents Media Opps: TOMS launches Marvel-themed shoe collection amid national TV increase

This month, 

According to iSpot, most of TOMS's 2019 national TV commercials aired from May-June; we will likely see a similar pattern in Q2 2020. Last year's commercials targeted female audiences (see targeting right); spend increased exponentially to roughly $2 million from roughly $12k in 2018.

On the other hand, Adbeat reports that TOMS's digital display ad spend dropped exponentially to ~$35,100 (February 2019-2020) from ~$909,900 (February 2018-2019). Most of the past year's ads were placed site direct ($15,200) or programmatically via Rakuten LinkShare ($10,800). Ste-direct placements were on teenvogue.com ($5,300), gq.com and vanityfair.com; Rakuten LinkShare placed ads on coupons.com ($10,800).

TOMS is built around cause marketing; for every $3 it makes, it donates $1. It also advertises support of clean water in Flint (example in the video above) and feminism. This focus signals a target demographic of nostalgic Gen-Z, millennials and Gen-X, especially parents; this is reinforced by the company's partnership with Marvel. Kantar indicates that TOMS also utilizes search and local broadcast; since it also has a hefty social media presence, you should additionally offer email, paid social and/or podcast ad space. Its products are available online and at select retailers throughout the States.

Agency & martech readers - Since we don't see any major signals of upcoming reviews, prospect elsewhere for now. The company seems to handle creative in-house, with media buying and planning at OMD West.