B2B, Gen-Z, Millennial Opps: Denon launches campaign (Score 55)

Sales Lead: Denon just launched its latest campaign from Madwell, its first-ever AOR since May 2022.

• Titled "PerL Pro," the campaign shows how uniquely Deon's products allow each user to personalize their music settings.
• Ads rolled out in June that targeted technology and business DMs in the auto and related industries.
• A consumer-oriented campaign will roll out in September.
• The brand will likely:
  • spend, especially as it continues ramping up advertising efforts
  • Conduct agency reviews
• Target demographic: 
  • This campaign: Business DMs
  • The upcoming campaign: Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Denon has spent roughly $1.5m on digital ads, more than triple the roughly $469.9k spent by this point of 2022.
  • YTD data: The brand has earned ~203.8m digital impressions YTD via Facebook (80%), Instagram (17%), mobile display (2%), and desktop display (1%) ads.
  • Last year: In 2022, Denon spent approximately $3.2m on this channel, 52% more than the approximately $2.1m spent in 2021.
• Additional channel insights  
  • The brand utilizes Google Ads along with Facebook, Instagram, TikTok (though barely), and online video (via Youtube.com) ads.
  • Denon sponsors podcasts such as Whateley, Bloke In A Bar, Hello Sport, Climavores, and The Unexpectables.

Additional agency insights:

• Opportunity: Reach out if you haven't yet done so to remain top-of-mind in case any additional roster shifts follow the May 2022 one.
• Current agency roster:
  • Madwell: Creative and multicultural AOR (May 2022)
  • Max Borges: PR agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.