Female Millennial Opps: Pvolve bolsters agency roster amid spend increases (Score 77)

Sales lead: These agency hires will likely lead to higher ad spending, so reach out now to offer ad space. 

• Pvolve just selected 72andSunny for creative and Thrive to handle performance marketing. 
• We predicted agency hires when we told you about Karina Kogan being named fractional CMO.
• The company officially hired Kogan as chief commercial & marketing officer in June. 

Target demographic: Millennial women 

The company will likely:

• Keep increasing digital spend
• Diversify digital ad placement
• Partner with social media influencers
• Launch an ad campaign

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

• YTD spend: Pvolve spent about $468.6k on digital display ads YTD, a 13% increase from $416.5k spent in this channel during the same time period of 2022. 
• YTD data: 65m impressions via Facebook (75%) and Instagram (25%). 
• 2021-2022 spend: Full-year spend jumped 75% from $524.1k in 2021 to $918.6k in 2022. 
• Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com. 

Agency analysis:

• Opportunity: I recommend offering media, social, or influencer assistance.
• Current roster:
  • 72andSunny: creative
  • Thrive: performance marketing

Insight Sources: Digital spend insights estimated by Pathmatics.