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Gen-Z, Millennial Media Opps: Hanes kicks off brand campaign (Score 10)

Sales lead: Reach out now to offer last-minute campaign ad space. 

• Hanes just launched a campaign called "Make Yourself Comfortable."
• It is headlined by a two-minute-long hero spot and three 30-second spots. 
• It will also be supported by influencers and on social/digital channels. 
• Hanes worked with The Martin Agency on the campaign. 

Target demographic: Gen-Zers & millennials

The brand will likely:

• Significantly increase ad spend over the course of the campaign
• Ramp up promotional activity
• Make additional agency changes (parent company hired new agencies last year)

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

• YTD spend: Hanes spent approximately $322.5k on national TV ads YTD, just 45% of the $709.2k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped 55% from $12.3m in 2021 to $5.5m in 2022. 
• Ad programming: It placed ads during NBA Basketball and NBA Countdown. 

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

• YTD spend: Hanes spent around $137.4k on digital display ads YTD, just 25% of the $559.6k spent in this channel during the same time period of 2022. 
• YTD data: 11.7m impressions via YouTube (71%), Facebook (21%), and Instagram (7%). 
• 2021-2022 spend: Full-year spend equaled $4.2m in 2021 and $4.6m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, facebook.com, and instagram.com. 

Additional channel insights  

• Vivvix: Hanes also utilizes OOH, print, and local broadcast. 

Agency analysis:

• Opportunity: Contact Hanes' DMs to see if it needs any more assistance. 
• Current roster:
  • Weber Shandwick: PR AOR
  • Kepler Group: media AOR
  • The Martin Agency: creative AOR
  • Elevate: digital AOR