Male Millennial, Gen-X Opps: CarParts.com reveals strategy details amid CMO search (Score 42)

Sales lead: This company plans to increase ad spend, so reach out now to offer ad space. 

• CarParts.com announced during its recent Q2 earnings report that it has made marketing one of its top priorities. 
• The company's new strategy will focus on podcasts, community events, sponsorships, and social media campaigns. 
• CarParts' DMs believe these channels will help improve loyalty and target consumers directly. 
• The company has not filled the CMO vacancy we told you about in July. 

Target demographic: Millennial & Gen-X male do-it-yourselfers

The company will likely:

• Ramp up ad spend
• Experiment with new channels
• Seek new agency partners

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

• YTD spend: CarParts has not aired a national TV ad so far this year.
• 2021-2022 spend: Full-year spend fell by 62% from $2.9m in 2021 to $1.1m in 2022. 
• 2022 ad programming: It placed ads during programming such as Family Guy, SportsCenter, Bob's Burgers, The Herd with Colin Cowherd, and Forensic Files. 

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

• YTD spend: CarParts spent about $307.3k on digital display ads YTD, a 25% decrease from $411.6k spent in this channel during the same time period of 2022. 
• YTD data: 40.3m impressions via Facebook (56%), Instagram (31%), desktop display (11%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend fell 17% from $760.7k in 2021 to $628.9k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, toyotanation.com, ramforumz.com, and autopartswarehouse.com. 

Additional channel insights  

• Top podcasts sponsored: The Smoking Tire and The Anik & Florian Podcast. 

Agency analysis:

• Opportunity: Keep preparing so you are ready to reach out once CarParts finds a new marketing head. 
• Current roster:
  • Marketing Architects: creative AOR