Diving overview:
- Dick's Sporting Goods is driving more customers to its e-commerce business with a new advertising campaign featuring celebrities, according to a press release.
- In “Click on Dicks.com,” actors Will Arnett and Kathryn Hahn rush to buy sporting goods, only to discover that they can shop faster on Dicks.com. It is then transported to a vast virtual warehouse that stores all the products you need.
- The initiative launched Wednesday across broadcast television, social channels and several streaming platforms, including YouTube, Amazon and Netflix. Dick is looking to extend its winning streak in e-commerce, which has been a boon during the pandemic.
Dive Insight:
Dick's latest campaign aims to remind consumers of the convenience and speed of purchasing sporting goods online. “Click on Dicks.com” was developed in collaboration with agency partner his Juxtapose Studio and production company London Alley, and the commercial was directed by actor and screenwriter Lake Bell. The creative leans into Arnett and Hahn's comedic background and references recent sales trends, including the emergence of Stanley Tumblers as a Gen Z favorite.
In Hahn's place, the “WandaVision” star plays a cool aunt who forgets to pick up her nephew's basketball shoes before tryouts. Hahn laments that she doesn't have time to stop by a Dick's store, but her younger relatives remind her that she could just go to Dick's.com. She is then zapped to a virtual dick destination. It has the sneakers she needs, as well as tons of basketballs, Stanley Cups, and other products.
Arnett's commercial plays out similarly, with the actor searching for soccer cleats for his daughter and sweating hard to get Dicks.com noticed.
Dick's media strategy includes traditional broadcast elements, but it's also betting on streaming, including purchases on Amazon and Netflix. Both platforms are ramping up Madison Avenue locations to improve profitability as investor focus shifts away from subscriber growth. Amazon started running a limited number of ads on Prime Video in January, a somewhat controversial change from the previous model, while Netflix announced cheaper ads starting in late 2022. We provide a frame.
Dick's began investing more in online sales channels in the late 2010s, an approach that paid off after the pandemic precluded in-person shopping. As physical stores recover as Dick's continues to expand its footprint, the retailer is also working to maintain digital and mobile traffic. The company's third-quarter net sales rose 2.8% year-over-year to $3 billion, with performance strengthened by a strong back-to-school season.
