Gen-X, Millennial Parent Opps: Great Clips rolls out 2023 back-to-school push

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

• Great Clips (GC) just rolled out its 2023 back-to-school campaign. 
• Country music artist Walker Hayes and his six children star in a 60-second hero spot. 
• It will be supported across digital & social media. 

Target demographic: Gen-X & millennial parents

The company will likely:

• Keep ramping up ad spend throughout H2
• Partner with additional celebrity influencers 

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

• YTD spend: GC spent nearly $8.9m on national TV ads YTD, a 15% increase from $7.6m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 10% from $8.9m in 2021 and $8m in 2022.   
• Ad programming: It placed ads during programming such as 2021 NCAA Basketball Tournament, Allstate Sugar Bowl, 2023 Pro Bowl Games, 2017 Stanley Cup Final, and 2021 NCAA Women's Basketball Tournament. 

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

• YTD spend: GC spent about $8.8m on digital display ads YTD, a 9% increase from $8.1m spent in this channel during the same time period of 2022. 
• YTD data: 1.2b impressions via Facebook (64%), Instagram (29%), desktop display (6%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 61% from $10.2m in 2021 to $16.4m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, nhl.com, fox8.com, and twitter.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as nhl.com, mobafire.com, letterboxd.com, bleacherreport.com, and kooora.com. 

Additional channel insights  

• Vivvix: GC also invests in OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: The Economist Podcasts, Global News Podcast, The Rest Is Politics, Football Ramble, and Off Menu with Ed Gamble and James Acaster. 

Agency analysis:

• Opportunity: You may be able to pick up digital or influencer work. 
• Current roster:
  • The Tombras Group: media AOR
  • Hunt Adkins: creative AOR
  • FleishmanHillard: social & PR AOR