Rabbit Hole picks PR shop, hires marketing director (Score 52)
Sales lead: Reach out to help this brand increase awareness.
- Rabbit Hole (RH) named Crowe its PR agency in October 2023.
- The agency will handle influencer partnerships, brand activation, media relations, strategic communications, and events.
- It is also tasked with boosting brand awareness.
In other news:
- RH hired Lisa Hunter as global marketing director in August 2023.
- Hunter joined from Brown-Forman, where she served as marketing director of Jack Daniel's Flavors.
Target demographic: Gen-X & millennial men
The brand will likely:
- Keep ramping up digital spend
- Experiment with new ad channels
- Seek influencer partnerships
- Build out the agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: RH spent about $401.3k on digital display ads YTD, a significant increase from $128.7k spent in this channel during the same time period of 2022.
- YTD data: 57.1m impressions via Facebook (53%), Instagram (38%), YouTube (7%), and desktop display (1%).
- 2021-2022 spend: Full-year spend fell by 45% from $537k in 2021 to $296.9k in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, slickdeals.net, and twitter.com.
Additional channel insights
- Vivvix: RH also utilizes OOH, print, and local broadcast.
Agency analysis:
- Opportunity: PR hires commonly precede additional agency appointments.
- Current roster:
- Crowe: PR
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
