Media Edge: Midol launches new campaign amid significant spend increase
Media Sales Lead: In a move to inspire conversations about menstrual discomfort, period relief medication Midol just launched a new campaign. MullenLowe created a new look for Midol's logo and packaging. The effort included playful package design, custom merchandise, and influencer work.
Key Lead Takeaways: Get in touch soon since spend will likely continue picking up to raise awareness of the new branding.
Target Demographics: Gen-Z women
Key Spend Notes:
- Spend shift summary: Digital spend has increased significantly this year and will likely continue to do so.
- Planning period: Q3
- Buying period: Q4
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Midol under Pain & Fever Relief (OTC)*
- 2023 YTD Spend: $821.8k
- STP 2022 Spend: $409.5k
- 2022 FY Spend: $535k
- 2021 FY Spend: $948.3k
- 2020 FY Spend: $1m
YTD YOY Spend Increase: 101%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: $327.3k
- Q2 2023 Spend: $462.8k
- Q3 2023 Spend (to date): $33.1k
YTD Impressions: 85,751,400
Top Ad Types: YouTube (43%), Instagram (39%), and Facebook (18%)
Top Purchase Channels: Direct (100%)
Top Publishers: YouTube (43%), Instagram (39%), and Facebook (18%)
Top Industry/Vertical Spenders (YTD, by spend): Haleon, Johnson & Johnson, Sanofi, Bayer, Reckitt Benckiser, Prestige Brands, and Nerve Shield Plus
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with digital, TikTok, and online video (via Youtube.com) ads.
Social Demographics: Women from the ages of 18-24
Current Agency Roster:
- MullenLowe: Creative agency partner
- EssenceMediaCom: Media AOR
- View parent company Bayer Consumer Health's full roster here.
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; audience insights by StatSocial.
