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Mens skincare brand Dr. Squatch finds football fans with CTV, social media marketing

Dr. Squatch, a direct-to-consumer mens personal care brand, partnered with NFL pro quarterback Justin Herbert to focus on football fans through television and social media marketing.

The DTC brand, founded in 2013, released a 60-second ad with Herbert, who plays for the LA Chargers the other day to perform on TV because of this years football season.

The campaign is section of a collaboration between Dr. Squatch and Herbert that started earlier this season because the brands first NFL pro endorser. The brand considered CTV after NFL ads there performed better during football games, in accordance with EDO, a data, measurement, and analytics company, which determines the worthiness of ads during sports by tracking brand and product searches and sales.

This video ties right into a broader campaign with Justin and weve been releasing teaser videos in the last couple of weeks, have a separate Justin Herbert squeeze page on our website, and also ran a Fantasy Football promotion, said Dejan Rankovic, senior director of growth at Dr. Squatch.

The brand partnered with Raindrop, an innovative agency located in San Diego to generate the ads. Additionally, the team developed a built-in campaign for the launch of the videos, going live with full ads together with additional teaser videos in the run-up to football season.

We created compelling content, educational and entertaining, that may be used to effectively engage people throughout all our channels with touch points across channels including email, SMS, our website, Facebook, and Instagram, Rankovic told Digiday.

The ads is seen on CTV through the NFL season in addition to on TikTok (with 364,000 followers), YouTube (with over 70,000 subscribers), Twitter (nearly 17,000 followers), and Instagram (with 641,000 followers). Our social audience is quite engaged so that it felt natural to market the campaign across all our channels, said Rankovic

As previously reported by Digiday, the brand has relied on social to stick out since it did before utilizing TikTok and Snapchat to diversify its digital media strategy.

It really is unclear just how much of Dr. Squatchs advertising budget is assigned to this campaign or per platform, as Rankovic wouldn’t normally share budget specifics. In accordance with Pathmatics data, the brand spent just a little over $30 million up to now on advertising efforts this season.

Because the NFL season started the other day, brands are doing their finest to capitalize on the hype within their own creative ways. Recent initiatives to activate fans include Shimmys partnership with Gillette Stadium, PepsiCos Instacart campaign, and ESPNs fantasy football campaign.

Relevancy is really a key driver of ad effectiveness, and NFL fans will be more engaged with ads that feature NFL players, said Scott Grunther, head of media partnerships, EDO.

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