Page 12 - Hanes x Wolfpack

MEDIA INSIGHT Capitalizing on YSG’s and BD OUT-OF-HOME

Detector’s media moments

Choosing a variety of digital and ADS
& STRATEGY channels and out of home, our 2019 report, Out
mobile tactics, social media
According to a Nielsen

media strategy capitalizes on
of Home is the #1
YSG’s and BS Detectors’ mindset preferred ad format

Social habits driven by individual expression and advocacy for to constantly stay connected as amongst millennials

social causes. well as their willingness to share and Gen Z. With the
and contribute to ability to cut through the
more likely (244 Index) to consider their cell
144x phone as an extension of their conversations that are emotionally clutter while generating

personality resonating. Our plan places heavy heavy engagement,
importance on high reach, high reach and low
consumer advocacy, personalized CPMs, we will invest the
67% brands who have an authentic point of view messages and creating most in this real-world
of our target prefers to only associate with

and stand for something conversations with YSGs and BS format to communicate
Detectors. our creative message.

As 66% of smartphone
users take some type of
Media Media Media Media action on their device

Challenge Objective Strategy Tactics after exposure to OOH, we will optimize on the combination of digital OOH and cross-channel
communication to maximize efficiency.
Reach YSG’s and BS Drive awareness Use a mix of digital, Outdoor Digital MESSAGE

Detectors through through reaching mobile, and out-of- Billboards, Facebook 137 75.4 MM 28.9%
channels where they 70% of YSG’s and home to deliver a high Ads (mobile/desktop),

are heavily engaged BS Detectors ages influential reach as well YouTube Ads TO THE
to encourage brand 18-30 as capitalizing on the (mobile/desktop), GRP impressions reach
advocacy and inspire virality of the message Instagram Ads

meaningful action to create earned social (mobile), Online TV Advocacy, Awareness
9 conversations Ads (mobile) MASSES 10