Female Gen-Z, Millennial Opps: Curology appoints lead creative agency (Score 28)

Sales lead: Reach out to offer ad space & to inquire about other agency opportunities. 

• Curology picked up Territorial as its lead creative and strategy partner in November 2023.
• The agency is tasked with leading a product launch in 2024.
• It will also handle creative for Curology's existing products. 

Target demographic: Female Gen-Zers & millennials

The company will likely:

• Continue moving ad dollars from digital to TV
• Release fresh creative work/launch an ad campaign
• Seek additional agency assistance

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

• YTD spend: Curology spent almost $4.6m on national TV ads YTD, a 44% increase from $3.2m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $3.7m in 2021 and 2022. 
• Ad programming: It placed ads during programming such as Friends, Catfish: The TV Show, Ridiculousness, 1000-Lb. Sisters, and Tyler Perry's House of Payne. 

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

• YTD spend: Curology spent nearly $28.8m on digital display ads YTD, a 10% decrease from $32m spent in this channel during the same time period of 2022. 
• YTD data: 5.2b impressions via Instagram (54%), Facebook (30%), and YouTube (15%). 
• 2021-2022 spend: Full-year spend plummeted 39% from $58m in 2021 to $35.5m in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com, facebook.com, and youtube.com. 

Additional channel insights  

• Vivvix: Curology also invests in local broadcast.
• Top podcasts sponsored: Crime Junkie, Morbid, Small Town Murder, Timcast IRL, and Crime Stories with Nancy Grace. 

Agency analysis:

• Opportunity: Agency hires tend to follow one another, so get in touch now to secure top priority. 
• Current roster:
  • Territorial: creative & strategy