8 Brands Increasing Digital Spending: Q3 2021 - Winmo
In Q3 2021, eight major brands including Gucci, PetSmart, Rolex Watch USA, and Headspace significantly increased their digital advertising spend—targeting specific audiences through platforms like Facebook, Instagram, OTT, and innovative campaigns such as Gucci’s Gen-Z jewelry ads, PetSmart’s pandemic-driven pet care marketing, Rolex’s exploration of digital branding and adtech, and Headspace’s mental health-focused collaborations with Whole Foods.
The U.S. economy is experiencing significant growth, with estimated GDP up 7% in 2021. Advertisers across various categories are increasing their spending to capitalize on consumer confidence and high retail sales. Many major brands are boosting their digital spending to reach these consumers.
If you’re looking to connect with brands that are increasing their spend, here are eight brands that have notably increased their digital spending in Q3 2021, along with insights into their strategies and target audiences:
1) Gucci
Gucci targets women, especially Gen-Z, as seen by its sharp increases in digital spending and heavy reliance on Facebook and Instagram advertising for its latest jewelry line. The new brand engagement head may expand into additional digital channels such as podcasts and OTT. While Gucci still invests in print and OOH advertising, spending in these channels has declined over the past few years.
2) PetSmart
With more people adopting pets during the pandemic, the pet care industry has become more competitive. PetSmart’s "Anything for Pets" campaign, developed by Deutsch LA, represents a substantial marketing investment. The brand is spending more on marketing this year than last and also invests in radio, OOH, print, and local broadcast.
3) Rolex Watch USA
Rolex has shown significant interest in website publishing, adtech, branding CRM, education, entertainment, event management, mobile, sales, and strategy, according to intent insights. The luxury watch company is actively exploring new digital opportunities.
4) Headspace Inc.
Headspace recently partnered with Whole Foods on a mindful cooking tip video series via IGTV. The "Food for Mood" digital recipe events and virtual classes connect shoppers and promote both brands. With increased demand for mental health services, Headspace has sharply increased digital spending, focusing on Instagram, Facebook, and OTT advertising. The company has also shown interest in email marketing.
5) ALDI
ALDI, the discount grocery chain, has seen a significant surge in digital ad spend, especially across paid social channels, a trend that continues into 2021. The company is aggressively expanding, with plans to open 100 new locations and add 500 curbside pickup sites to support social distancing.
6) UPS
UPS has shown interest in adtech, agencies, reporting, branding, event management, and search marketing. The package delivery company is also exploring email marketing and entertainment as part of its digital strategy.
7) Publix
Publix is shifting its focus from primarily Gen-X and older millennials to younger millennials and Gen-Zers. Grocery stores like Publix continue to target women, as moms are often the primary shoppers. The brand also invests in OOH, print, radio, and local broadcast TV ads. Sellers should consider offering digital ad space to Publix.
8) Invisalign
Invisalign is targeting millennials and Gen-Zers, with a male skew, by increasing digital spending. The company reaches these demographics through digital display and national TV ads. Invisalign has been ramping up its digital spend since 2019 and continued to do so during the pandemic.
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