Male Millennial, Gen-Z Media Opps: BodyArmor announces deal with Joe Burrow (Score 77)

Sales lead: This partnership signals the company is targeting football fans, so reach out if you can help it reach this group. 

• BodyArmor just added NFL star Joe Burrow as its newest brand ambassador. 
• As part of the multi-year deal, Burrow will be featured in national campaigns & in OOH, digital, and social ads. 
• The brand's influencer roster includes NFL players such as Christian McCaffery, CeeDee Lamb, and Bryce Young. 
• We told you about BodyArmor's new CMO in June. 

Recent hires:

• Bethany Bauer joined the company in July as marketing activation VP. 
  • Bauer joins from Chobani, where she served as sales VP.
• Michael Marcus joined the company in June as brand marketing director. 
  • Marcus most recently served as senior brand manager of Colgate-Palmolive. 

Target demographic: Male Gen-Z & millennial athletes

The company will likely:

• Partner with additional celebrity athletes
• Keep ramping up national TV spend
• Build out the agency roster

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

• YTD spend: BodyArmor spent nearly $6.3m on national TV ads YTD, more than double the $2.7m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend skyrocketed from $1.9m in 2021 to $11.7m in 2022. 
• Ad programming: It placed ads during programming such as 2021 NCAA Basketball Tournament, Jimmy Kimmel Live, The First 48, Family Guy, and SportsCenter. 

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

• YTD spend: BodyArmor spent about $4.2m on digital display ads YTD, an 11% decline from $4.7m spent in this channel during the same time period of 2022. 
• YTD data: 511.7m impressions via Instagram (48%), Facebook (35%), desktop display (8%), YouTube (6%), mobile display (2%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend equaled $7.7m in 2021 and 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, refinery29.com, and theringer.com. 

Additional channel insights  

• Vivvix: BodyArmor also invests in OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: Steel Curtain: A Pittsburgh Steelers podcast, The KVJ Show, The Mens Room Daily Podcast, The Rush Hour Melbourne Catch Up - 105.1 M Melbourne - James Brayshaw and Billy Brownless, and Run to the Top Podcast | The Ultimate Guide to Running. 

Agency analysis:

• Opportunity: Keep reaching out to the new CMO to offer your services. 
• Current roster:
  • Laundry Service: creative, digital, & social AOR