New Engen

Press Release: New Engen sees headwinds ahead for wellness. In a recent report, the digital marketing agency highlighted how active lifestyle brands like lululemon, On , Cotopaxi, Nike, and REI are navigating the changing consumer landscape. For those on top, it found that strategic, values-led marketing is unlocking sustainable growth, strengthening brand equity, and building lasting loyalty.

We're #hiring a new Senior Manager, Affiliate (Temporary) in United States. Apply today or share this post with your network.

A lot of performance marketers seem upset about Reels' rise to prominence. But recent analysis of our upper funnel efforts on Meta suggest Reels are delivering outsized value. Relative to legacy placements like feed & stories, Reels are delivering very solid video view/thru-play metrics at a massive auction discount: - Reach - is, on average, 50-60% cheaper for Reels vs. Feed & Stories - CPM's - are, on average 50-70% cheaper vs. Stories Looking at ad recall lift, Reels perform on par or better than other placements: - Instagram Reels: 9.7% - Facebook Reels: 7.8% - Instagram Stories: 8.5% - Feed (IG + FB): 6.6% Now it's not abnormal to see these types of inventory discounts on newer placements that advertisers have not universally adopted. Whether the platforms have their finger on the scale, or it truly is a function of low auction competition, the early adopters are consistently rewarded. And Reels do represent a smaller share of overall spend than feed, implying that early cost advantages could also just be a function of lower scale. But Meta has made fairly clear that they will continue to push Reels as the dominant experience on their platforms (See Reels-first IG experience test in India). This means Reels reach and impressions will continue to scale over the coming months & years, in a way that stories never did. Whether you want to take advantage of these potential short term discounts, or you want to prepare for the future, you HAVE to be testing Reels more seriously now and in 2026. Two easy ways to get started: 1. Reels-only campaigns - this is the fastest way to accelerate your learnings and drive FOCUSED reels testing. Over-reliance on auto-placements will not let you test fast enough. You can do this for Upper/mid and lower funnel campaigns - we've seen strong results on both. 2. Bi-Weekly placement analysis - at a minimum, start tracking and analyzing your performance data. Look at upper and lower funnel metrics (i.e. reach, impressions, views & traffic, conversions etc). Drill into specific ads that jump out within reels, or jump out within feed/stories and NOT within reels. Use this data to begin formulating hypotheses on what to test. New Engen

We're #hiring a new Associate Manager, Affiliate (Temporary) in United States. Apply today or share this post with your network.

I'm hiring! 🎉 Our Affiliate Marketing team at New Engen is growing, and I’m looking for two awesome people to join us: Senior Affiliate Marketing Manager https://lnkd.in/ex2FBP6X Associate Affiliate Marketing Manager https://lnkd.in/e5Bge8sJ If you or someone you know might be a great fit, let's connect!

Brand building should make your demand capture efforts more effective. There are lots of ways to assess the impact of your brand awareness efforts. We use a mix of leading and lagging KPI's to build confidence early AND prove business impact over time. An early lagging indicator is your BoF efficiency - if you are executing upper funnel correctly, you should see movement in your BoF campaigns. I love this case study from a brand that has bought in on the importance of brand building: - Our awareness spend has scaled from about 20% to 40% of our total ad spend - Total upper & mid funnel spend has scaled to about 60% of our total ad spend - BoF CPA is down ~50% since these increases (platform attributed) The best part is this limited attribution view barely captures the effects of these brand building efforts. Brand search volume is up, as are direct/organic sessions. And of course, revenue is up mid double digits. But I especially love this example because it DOES show up in attribution. With how attached our industry is to attribution - be it platform, GA or a 3rd party - instances like these only strengthen the case for brand building. This is the type of ammunition that can convince an attribution-focused CFO to make key investment shifts. Since people are usually curious on setup, here is what we're doing: - For awareness efforts, we have experimented with both ad recal and thru-play. Thru-play has generated strong results for us, but we have a strong mix of video creative (see below) - For creative, we're running both branded and UGC video content - brand assets are strongly featured, early and throughout all content. - On the measurement front, everything is validated through an incrementality lens. New Engen

The wait’s over—Heather Nichols takes the stage at Advertising Week New York today! 🗽✨ At 1:10 PM EST, Our CRO, Heather, joins a panel of industry leaders to dig into: “Best Practices in the Creator Economy: Hits, Whiffs, and Bombs” She’ll be joined by an incredible group of voices shaping the future of creator marketing: 💬 Bryan Moore, Co-Founder & CEO, TalkShopLive® 💬 Sam Thompson, Director & Founding Partner, Progress Partners 💬 Brian Monahan, Head of Albertsons Media Collective 💬 George DePree, CEO, DoDilly 👉 Join them at the Scale Up Lounge in the Investor Summit Track to catch the conversation live. Together, they’ll explore what’s working, what’s not, and how brands can find real impact in the evolving creator economy. 💬 If you’re here at #AWNewYork25, let us know in the comments—we’d love to connect! #AdvertisingWeek #CreatorEconomy #MarketingTrends #InfluencerMarketing

🙌 Our 2025 Benchmark Report for Active Lifestyle Brands was just featured by Fitt Insider, a leading voice in health, fitness, and wellness. In a market shaped by rising costs, shifting consumer behavior, and increased competition, the report provides a snapshot of how top brands are adapting—and where opportunities exist for those who evolve. Grounded in analysis of 100+ leading and challenger brands, the 2025 Active Lifestyle Benchmark Report outlines how values-led marketing is helping brands navigate complex conditions and build long-term loyalty. 💡Key themes include: • Mobile-first shopping and the rise of socially influenced purchasing • Media spend trends across Meta, YouTube, Amazon, and retail • How brand equity, transparency, and community are driving impact • Shifts in product strategy as brands broaden appeal beyond niche categories We appreciate the Fitt Insider team for spotlighting these insights as part of the broader conversation around growth, measurement, and resilience in 2025. #ActiveLifestyle #MarketingTrends #ConsumerInsights #WellnessBrands #DTCGrowth