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Millennial Media Opps: Humm Kombucha launches campaign from new AOR

Kombucha manufacturer reportedly oversee brand strategy, creative strategy (digital and social execution), paid media and influencer strategy/execution.

The agency selection follows the hire of marketing VP John Peirano, who started in August following a 20-month tenure as a marketing consultant. The company is currently looking for a social media marketing manager.

The first work from North, a video showcasing people's first impressions of the drink (see above), dropped on March 21. There should still be time to secure revenue from that initiative, so sellers should reach out ASAP for dollars. Afterwards, focus on year round revenue since Humm doesn't have a top spending period. Humm appeals to millennials, the demographic driving the growth of organic and health-focused products.

Adbeat reports Humm began using digital display in June 2018 with $228 worth of ads placed via Google (100%) onto abcactionnews.com and vacationidea.com. The flight of ads stopped running a month later, in July, and Humm never saw a return to the medium. However, with North on the account, we may see Humm continue investments in this channel.

The brand has also been known to use earned media and social media, as well as local marketing near its taproom in Bend, Oregon. It is the official kombucha of the Seattle Seahawks.

Agency & martech readers -- work seems to be all tied up with this agency hire. Prospect elsewhere.