3. TABLE OF
CONTENTS
SITUATION ANALYSIS .............. 7
COMPETITIVE ANALYSIS ............................ 8
SHOW ANALYSIS ...................................... 10
NETWORK ANALYSIS................................. 11
VIEWER PROFILES.................................... 12
PHASE ONE ........................... 35
EXECUTIONS ...........................................36
SOCIAL MEDIA INFLUENCERS ...................39
ADDITIONAL IDEAS ............... 57
SOCIAL MEDIA ........................................ 58
SNAPCHAT GEOTAG ................................ 60
PRIMARY RESEARCH .............. 15
ONLINE SURVEY ...................................... 16
CRIMSON HEXAGON ................................. 17
COMPETITORS ON SOCIAL........................ 19
SWOT ANALYSIS...................................... 20
CAMPAIGN PHASES ...............33
MEDIA PLAN & BUDGET ......... 61
MEDIA PLAN ............................................62
BUDGET SUMMARY .................................. 63
CAMPAIGN EVALUATION.......................... 64
RESOURCES.............................................65
PHASE TWO .......................... 41
EXECUTIONS ........................................... 41
SOCIAL MEDIA INFLUENCERS .................. 45
PHASE THREE ........................ 47
EXECUTIONS .......................................... 48
MARKETING &
COMMUNICATION .................. 21
BRAND ESSENCE ..................................... 22
MARKETING OBJECTIVES ......................... 23
CREATIVE BRIEF ......................................24
CREATIVE CONCEPT,
STRATEGIES & EXECUTIONS ......... 27
CREATIVE CONCEPT ................................ 28
SOCIAL STRATEGIES ................................29
EXECUTIVE SUMMARY ................................... 5
CLIENT DIRECTIVE ........................................ 6
PUBLIC RELATIONS ............... 51
4.
5. 5 5
EXECUTIVE
SUMMARY
Full Frontal with Samantha Bee will redefine the late-
night genre. Samantha Bee’s unique sting of humor
combines fresh political satire with informative and
eye-opening segments. Her undeniably feminist
lense will permanently disrupt the late-night boys’
club. Samantha Bee is ready to take things to a new
level and really expose the bullsh*t. And so are
we.
With a budget of $2.3 million, we have created a
sustainable social campaign for Full Frontal with
Samantha Bee that will begin the day after the
show’s premiere, Feb. 9, 2016, and continue until May
30, 2016.
This campaign will focus on building awareness
and engagement among the show’s target
audience of moderate to liberal men and women
between the ages of 18-49 years of age while also
positioning TBS as a top choice for authentic and
current comedy.
Our campaign features three major phases: awareness,
reaction and advocacy. With fierce competitors in the late-
night sector, Samantha Bee’s social campaign must be
unique in order to breakthrough the noise. Spanning
Facebook, Twitter, Instagram, YouTube and Snapchat,
Samantha Bee’s social presence will be as
bold as she is.
Leaders in the realm of comedy, news and satire will
become #SamFans and strategic partners. Engaging
website features, bizarre outdoor installments and
eccentric events will supplement social strategies and
insert Samantha Bee into the center of the cultural
conversation.
The voice of Full Frontal with Samantha Bee
will not only break through the noise — it will
be heard — loud and clear. With our campaign,
Full Frontal with Samantha Bee will go where
no late-night show has gone before.
6. 6
CLIENT
DIRECTIVE
has challenged us to create a
sustainable social campaign. With a budget
of $2.3 million, we will create a campaign
starting the day after the premier, Feb. 9,
2016 and continuing until May 30, 2016.
Through this campaign, we will position TBS
as a top choice for authentic and current
comedy while also building awareness
of Full Frontal with Samantha Bee as
a late-night comedy leader across
all platforms.
10. 10
The show offers unique female perspective in a male-
dominated landscape. By creating smart, sharable
content tied to key political, competitive and cultural
events the show will be able to establish a cultural
conversation by forming a community, not simply a
fan base.
“We want to take stories that do
not receive enough attention and
stab them with a red hot poker of
comedy.”
-TBS
Purpose of Campaign: Build awareness for Samantha
Bee as a late-night comedy leader across all platforms
with a heavy focus in digital/social. Utilize her voice
to showcase her intelligent, enlightening and acerbic
humor.
Adjectives describing Samantha Bee:
Adjectives describing Full Frontal: Satirical,
Informal, Outrageous, Politically and
Socially relevant
ANALYSIS OF FULL FRONTAL
WITH SAMANTHA BEE
SHOW
ANALYSIS
Sarcastic
Critical
Satirical
Humorous
11. 11 11
WHO WATCHES TBS?
Purpose of Campaign: Position TBS as an authentic
and current comedy destination.
TBS’ Personality Traits: Comedy-oriented, bright,
edgy, fresh. Features live-action comedies, original
animated series, late-night talk shows, and a lot more
of “big unscripted ideas with attitude.”
Typical TBS Advertisements: Advertisements for
other TBS programming, Comedic advertisements,
Bright and simple advertisements
TBS is available to approximately 96.5 million pay
television households (82.9 percent of households
with at least one television set) in the United
States.
ANALYSIS OF NETWORK/TBS
NETWORK
ANALYSIS
16. 16
The survey was released on Facebook 10 days
prior to the first episode of Full Frontal with
Samantha Bee, which aired on Feb. 8, and
remained live up until the night of the premiere.
The responses were collected through a survey
software, Qualtrics, and analyzed through
Microsoft Excel.
respondents from ages of 18 to 29
participated in the survey.
METHODS & PROCEDURE
To assess awareness of Samantha Bee and Full
Frontal with Samantha Bee among watchers of late
night television prior to the show’s premiere on Feb.
8, 2016.
To assess exposure to Full Frontal with Samantha Bee
promotional material prior to the show’s premiere on
Feb. 8, 2016.
To assess individuals’ perceptions of Samantha Bee
prior to the show’s premiere on Feb. 8, 2016.
OBJECTIVES OF SURVEY
PARTICIPANTS
ONLINE
SURVEY
320
17. 17 17
Crimson Hexagon, a social media listening
tool, was used to monitor social activity of Full
Frontal’s accounts and fan engagement, as well as
other late-night shows.
The people who are talking about the
show like it, the challenge is getting more
people to talk about it.
PUBLIC OPINION
Eighty-six respondents (26.7 percent) said they
recognize Samantha Bee in a picture provided in the
survey. However, only 49 respondents (58.2 percent)
of the people who recognize the figure were able to
properly identify her name, Samantha Bee.
Liberals and democrats who are aware of
Samantha Bee are 137 percent more likely to
watch Full Frontal with Samantha Bee than
liberals and moderates who are not.
People who watch late-night TV shows are 160
perceny more likely to watch Full Frontal with
Samantha Bee than those who don’t.
People who watch Late Show with Seth Meyers
and Last Week Tonight with John Oliver have more
favorable views of Samantha Bee and are interested
in watching Full Frontal with Samantha Bee. On the
other hand, people who watch Jimmy Kimmel Live!
and The Tonight Show starring Jimmy Fallon are
less aware of Samantha Bee and less interested in
watching the show.
SURVEY FINDINGS CRIMSON HEXAGON
SURVEY & CRIMSON
HEXAGON
Full Frontal has +33% positive
sentiment, which is better than
all other competitors.
18. 18
SOCIAL MEDIA PRE-LAUNCH
Geographic areas and affinities provide direction on
who to target and how to target them. The cities
listed above are generally comprised of younger,
liberal working professionals, who fall naturally within
Samantha Bee’s target audience.
Most social media talk has been a consequence of
traditional press with little activity coming between these
peaks. This chart shows the potential for a comprehensive
social campaign to drive consistent engagement to
owned social channels as well as samanthabee.com.
PRE-LAUNCH TWITTER ACTIVITY
CRIMSON
HEXAGON
19. 19
COMPETITORS
ON SOCIAL
Last Week Tonight strugggles to keep the conversation going between airings. Our
campaign will focus on generating content to support the show’s clips.
Once-per-week shows like Last
Week Tonight will skew toward more
positive and negative comments,
as opposed to neutral, because
there’s less content to push. But
leveraging the “hate” can provide an
opportunity for Full Frontal.
POSITIVE
NEGATIVE
NEUTRAL
RELEVANTTWITTERVOLUME
20. 20
SWOT
ANALYSIS
The only female on late night television breaking up
the late-night television “boys club”
Does not follow the traditional late-night show
format
Show is very current, timely, and covers hot topics
relevant to audience
No other late-night shows air at 10:30 p.m. EST on
Monday nights
Uses humor and satire to help viewers understand
real, and often serious, issues and political topics
STRENGTHS
73 percent of participants in our research were
not familiar with Samantha Bee
Only 22 minutes long
No show guests or correspondents, lack of
interaction
Two websites and multiple twitter accounts,
result in inconsistencies
WEAKNESSES
OPPORTUNITIES
THREATS
Other late night shows have heavy male viewership
Other popular programs air on Monday night, (The
Bachelor, The Grammys (Feb. 15), and Monday night
football (in the Fall))
Streaming services gaining popularity because
Millennials are cable-cutters or cable-nevers
Conservative political audiences do not enjoy liberal
satirical humor
Long-standing late night shows have a strong
fanbase and rich history
All other late-night show hosts are male
Increase engagement and buzz throughout the
week for shows that only air once a week
It is an election year
Hot-button issues are not on traditional news
programs or other late-night hosts
Celebrity guest appearances
22. 22
BRAND
ESSENCE
Full Frontal with Samantha
Bee challenges traditional
expectations of the late-
night genre, promising to use
sharp, relentless humor and
an undeniably feminist lens to
expose the hypocrisy, absurdity
and social injustices hiding
behind the news
headlines.
BENEFITS OF WATCHING
HOW TO DESCRIBE SAM BEE
HOW IT MAKES YOU
FEEL
.
WHAT WATCHING SAYS
ABOUT YOU
SOURCE OF
AUTHORITY
BRAND
PERSONALITY
Satirical
Witty
Current
TBS Brand
C
urrently
the
O
nly
Fem
ale
Late-N
ight
H
ost
Feminism
12-YearCareeron
The
Daily
Show
You enjoy humorous
political satire.
Part of a
community
You care about
news and cur-
rent events.You want reliable news, but
don’t always want to be
bogged down with the dry
24-hour news cycle.
Sarcastic
Feminist
Entertained
Reliable
Current
Informed
Conscious
Enlightened
Topical
Savvy
Entertained
Politically-
informed
Accurate
Capitivating
Intriguing
Comedy with
no rules
Politically-
savvy
23. 23 23
To achieve 45 percent
awareness of Full Frontal
with Samantha Bee among
liberals and moderates
between 18 and 49 by May
30, 2016.
OBJECTIVE OBJECTIVE OBJECTIVE
MARKETING
OBJECTIVES
To achieve 30 percent
positive sentiment of Full
Frontal by May 30, 2016.
To achieve engagement
with Full Frontal with
Samantha Bee’s owned
media during May 2016 that
is three times higher than
February 2016.
ONE TWO THREE
24. 24
Samantha Bee is breaking up the late-night television
“boys club” and daring to reinvent the late-night
satire genre by bringing her audiences sharp and
witty social commentary without the predictable
structure of traditional late-night talk shows.
Create a sustainable social campaign
that will promote Full Frontal with
Samantha Bee with sharp humor and
unexpected tactics.
KEY FACT
OBJECTIVE
CREATIVE
BRIEF
Although Samantha Bee gained fame and popularity
during her 12-year career as a correspondent on
The Daily Show, there is still low awareness of her
new TBS show among the target audience. Most
importantly, Full Frontal with Samantha Bee has yet
to establish a strong online/digital presence amid
many competitors who already have a strong online
following.
Samantha Bee promises to take stories that don’t
receive enough attention and stab them with a red
hot poker of comedy, using humor and an undeniably
feminist lens to expose hypocrisy, absurdity and
social injustices.
During her 12-year career on The Daily Show,
Samantha Bee became known for her humorous
approach to analyzing relevant issues and current
events. Her powerful female presence and her unique
personality promises to set her apart from other show
hosts in the late-night genre.
PROBLEM PROMISE
SUPPORT
25. 25 25
MEDIA COMMUNICATION VEHICLES
Social: Facebook, Twitter, Instagram, YouTube,
Snapchat, Social Influencers
Online: Show website/blog, paid placements
Digital: YouTube ads, video content
Event: Guerrilla/Outdoor
Moderate to liberal men and women between 18-49 years
of age are likely to enjoy Samantha Bee’s unique brand of
political satire. Fed up with traditional media’s tendency
to ignore the complex inner-workings and elements of
hypocrisy permeating issues that matter to them, these
individuals enjoy political satire that not only entertains
but also informs and critiques.
“Staying up-to-date on current events and politics is really
important to me. When I watch the news, I feel frustrated.
There’s so much going on in the world, so I understand that
some issues will be given more coverage than others...but
sometimes, I feel like issues that matter to me, and other
people like me, just slip through the cracks. Sometimes,
I wish I could be the one to call out all of these stupid
politicians for their BS! I want more from my entertainment.
I want to feel stimulated and represented. Nothing beats
smart political satire that can make me laugh while also
doing all of the things traditional news channels would
never do.”
Our target audience includes males and females, 18-
49 years of age, with a somewhat greater but not
exclusive focus on female news satire fans. Our overall
target audience is smart, sarcastic and scrutinizing and
often has a strong liberal slant. These individuals value
connection, creativity and humor and are very interested
and involved in political and social issues.
Intelligent, sarcastic and unfiltered.
“Comedy with no rules.”
TBS logo
Full Frontal with Samantha Bee logo
“Going Deeper” campaign message
Show time (Monday, 10:30 p.m. EST)
Social media handles
Full Frontal color scheme (purple)
$2.3 Million
Feb. 9, 2016 - May 30, 2016
TARGET AUDIENCE
TONE AND MANNER
MANDATORIES
BUDGET
TIME FRAME
CREATIVE
BRIEF
INSIGHTS
28. 28
CREATIVE
CONCEPT
The premiere of a new show provides the perfect opportunity to reintroduce
Samantha Bee as an intelligent, daring and fearless female leader in the almost-
late-night political satire genre. Sam Bee is taking center stage and is ready to
disrupt the late-night boys club. Full Frontal will redefine the late-night genre and
challenge traditional late-night format and subject matter. Sam Bee is ready to
take things to a new level and really expose America — and the World, for
that matter – for its bullsh*t. Bee’s show is going to transcend the boundaries
of typical political satire, getting further into meaningful topics that do not
receive enough attention and scrutiny in traditional media. Using fresh
humor to inform and entertain audiences on issues that just really tick
her off, Full Frontal will go deeper than any show before it has ever
dared to go.
29. 29 29
TWITTER
Twitter will serve as a platform for sharing real-
time reactions to political and cultural news and
events. Her tweets will showcase Sam’s unique female
perspective in a male-dominated landscape. Relevant
and timely reactions to current events will get Sam in
the cultural conversation and will establish credibility
with the late-night audience by building engagement.
Sam will also use Twitter to interact with her social
influencers, as well as her fans using the hashtag
#SamFans as well as an already popular hashtag
#FFParents.
Facebook will serve as the main social platform,
second to the Full Frontal with Samantha Bee website,
for sharing links to video content (on YouTube), links
to branded content offerings and updates about the
show. Facebook will be the main “hub” of all social
outlets as well as PR and community updates. We
will include paid placement of sponsored ads —
mainly short, humorous, relevant video clips. This will
serve to increase awareness among the portion of
our target audience of moderate to liberal 18-49 year
olds who are currently not aware of Sam Bee’s new
show. These paid placements will focus on that week’s
segments as well as current events or popular news
topics that people are likely to care about, in order to
draw attention and stand out from the clutter.
FACEBOOK STRATEGIES
SOCIAL
STRATEGIES
30. 30
SOCIAL
STRATEGIES
YOUTUBE
The Full Frontal with Samantha Bee YouTube channel
will be devoted to sharing clips from the show, full
episodes and exclusive content, including short,
shareable clips, teasers and video extras. Video
content hosted on YouTube will also be shared across
multiple social platforms, including Facebook and
Twitter. During the NCAA Basketball Championship,
when the show does not air, YouTube will host bonus
segments that will be shared and promoted across
multiple platforms. In addition to owned media, we
will also increase awareness through paid placement.
Samantha Bee’s Instagram posts will focus on using visuals
to establish her personal brand of humor and give the
audience a real look into who Samantha Bee is. She will
have one Instagram account, used for both personal posts
as well as content-related and sponsored posts. Samantha’s
Instagram should provide followers with an opportunity
to see the world through Samantha’s unique lense, a
proper work-life balance for a full time mom of two. The
Instagram account will have a 75/25 divide of personal and
advertising content with featured ads as well.
INSTAGRAM STRATEGIES
31. 31 31
SNAPCHAT STRATEGY
OUTDOOR STRATEGY
Various cities with the highest viewing rate for
Full Frontal with Samantha Bee will be selected for
specialized interactive marketing installments. The
interactive marketing efforts will focus on comical
yet relevant displays of Sam’s message and humor.
This will be used to create new general awareness
for Full Frontal with Samantha Bee as well as
engage current #SamFans.
Fans will be encouraged to share what they see
on social media. By creating buzz among fans, we
will strengthen the #SamFan community while also
creating new awareness among friends-of-fans.
In this particular billboard, we have a typical
Full Frontal ad, except Sam’s eyes follow you
everywhere, a nod to big brother.
Snapchat offers Sam the
chance to connect with
her community of fans
in a more personal and
spontaneous way. Her
Snapchat will include
everyday doings, Sam at
home, Sam in the office,
Sam on set and even Sam
in the field.
Other late-night hosts
have yet to take full
advantage of Snapchat’s
offerings, including
Snapchat Discover and
Snapchat Live.
Snapchat’s heaviest users are largely young and
female, which is a demographic that makes up a
large portion of the Full Frontal with Samantha Bee
audience as well. Getting ahead of the late-night
Snapchat game could really benefit Full Frontal
with Samantha Bee in its effort to reach the target
audience.
SOCIAL
STRATEGIES
32. 32
Our guerrilla marketing strategy will allow the Full
Frontal brand to be as crazy and unexplained as is
Sam Bee’s humor. She can go deeper into important
topics and can explore new areas to broaden her
network and audience while generating personal buzz
about who she is. Sam Bee and the Full Frontal with
Samantha Bee brand will be popping up everywhere
around you and in places you would least expect
which will keep this type of marketing fun, fresh
and appealing to potential new audience
members.
SamanthaBee.com will be the one cohesive
location for displaying all of Full Frontal with
Samantha Bee’s clips, PR efforts (such as featured
articles, etc.), blog posts, social media widgets and
general information about Full Frontal with Samantha
Bee and Sam, herself. The website will be a one-stop
hub for a general audience or her fans to be up-
to-date on everything she has covered and will be
covering. The website will also feature fun add-ons
and interactive sections that will engage the audience
and provide something fresh and new for the viewers
to check out other than social content.
SOCIAL
STRATEGIES
WEBSITE STRATEGY GUERRILLA MARKETING STRATEGY
33. 33
ONE TWO THREE
AWARENESS REACTION ADVOCACY
The awareness phase will focus
on increasing awareness of
the show and Samantha Bee
among our target audience.
The phase will be established
from the start of February
through March.
The reaction phase will
focus on getting emotional
responses from fans, which
will be embodied by social
media likes, comments,
follows and views, as well as
other engagement
indicators.
The advocacy phase will
focus on harnessing the
power of word-of-mouth.
By the advocacy point in our
campaign, fans will be voicing
their support for Samantha
Bee and sharing their love for
Full Frontal with friends and
family.
CAMPAIGN
PHASES
36. 36
In order to build awareness of Full
Frontal with Samantha Bee and give
potential viewers a surprising end to
their workday, we will be placing Sam
where you would least expect: an
elevator.
As you wait patiently for the
elevator to arrive, you will notice the
entrance to a deep and dark hole
on the outside of the closed doors,
beckoning elevator riders to jump
in and see what’s at the end. As the
doors open, Samantha Bee is seen
standing triumphantly on the back
wall of the elevator after she has
clearly been digging all day.
What is she digging for?
Bullsh*t.
The messed up muck that the world needs to know about. The decal inside the
elevator will have Sam in a position for riders to take selfies with her, and they can
tag the photos using #GoDeeper. Selfie-takers will also have access to a Snapchat
geotag fenced around each building with these unique decals.
ELEVATOR
DECAL
DIG DEEPER
37. 37 37
This commercial, which will be used online as a paid
spot on YouTube and TBS streaming services, will
feature Samantha Bee interacting with the most
brutally honest demographic of people — children.
Our intention is to create an ad that people won’t
immediately skip and that may, in time, be sought out
as a viral video.
In this TV spot, Sam Bee will take viewers on a
journey to go deeper into an important social issue
– the gender pay gap. Just like Sam, children do not
hold back, so we believe their candid responses will
make a big statement. Samantha Bee will meet the
kids, who are girls and boys ages 6-7, and ask them to
perform a chore for her in exchange for $5 each.
In the end, she will only pay the girls 77 cents to the
dollar that each boy received. Talk about getting
short changed! The raw reactions of the young girls
will be filmed and will no doubt be both hilarious and
insightful. The end of the commercial with be a call-
to-action to “go deeper” by watching Full Frontal on
Monday nights.
KIDS
COMMERCIAL
1
43
2
SUMMARY STORYBOARD
38. 38
Full Frontal with Samantha Bee is going to take fans
deeper into the 2016 presidential race by introducing
them to five of the third-tier candidates running to be
elected as the 2016 President. Samantha Bee will not
only host the debate, she will moderate with sharp,
dry humor.
The Junior Junior Debate will be promoted through
a Facebook event where you are invited to join
by Facebook friends. The third-tier candidates are
generally third-tier for a reason – their strange views
and lack of experience. The debate will produce
numerous sound bites as the candidates from
opposing parties face-off.
It will be broadcasted through live-stream on the Full
Frontal website. It will take place on Thursday, Feb. 11,
one hour before the Democratic debate that falls on
that same evening.
JUNIOR JUNIOR
DEBATE
THIRD-TIER DEBATE
39. 39 39
Aziz Ansari (@azizansari) is an American actor
and comedian best-known for his role in Parks and
Recreation and his Netflix show Master of None.
Aziz’s goofy personality permeates his stand-up and
social presence, but he’s also known to tackle serious
social issues. As a racial minority actor and comedian,
his show was acclaimed for promoting issues on race,
gender, sexuality and the elements of unconscious
bias that plays into everyday life.
Aziz Ansari is a big advocate of diversity in
Hollywood. On The Late Show with Stephen Colbert,
he poked fun at the white, male-only late-night TV
show landscape.
Considering his stance on the lack of diversity in the
media, liberal democrat political view, popularity
among millennials and social media presence on three
major platforms (Facebook, Twitter, Instagram) and
his own blog will play an important role in promoting
Full Frontal with Samantha Bee by helping increase
awareness of the show in Phase 1.
SOCIAL MEDIA
INFLUENCERS
AZIZ ANSARI
/azizansari: 910.1K likes
@azizansari: 10.3M followers
@azizansari: 1.5M followers
azizansari.com
40. 40
Mindy Kaling is an American actress, comedian and
writer. Kaling exemplifies courage and self-worth by
redefining beauty standards as a non-white female
with her unique cultural background. As an Indian-
American comedian and writer, she and Samantha
Bee both represent successful women in the media
industry.
Kaling’s sarcastic and cerebral humor
complements Sam Bee’s own style.
Kaling’s moderate political views, popularity among
millennials, strong social media presence and her
own blog’s popularity will play an important role in
promoting Full Frontal Samantha Bee by helping
increase awareness of the show in Phase 1.
SOCIAL MEDIA
INFLUENCERS
/officialmindykaling: 711K likes
whynotmindy.com
@mindykaling: 2.2M followers
@mindykaling: 6.87M followers
MINDY KALING
42. 42
Samantha Bee will post pictures on Instagram
of her using her Primary Survival Kit during the
ridiculous debates on TV and will direct followers
to SamantheBee.com/SurvivalKit to learn more
about creative ways to survive the primaries. In
the post, she will engage fans by inviting them
to post pictures of their own survival kit and use
the hashtag #FFPrimarySurvival to be entered
into a contest to win the official Full Frontal
with Samantha Bee Primary Survival Kit and a
shout-out from Samantha Bee on the Full Frontal
Instagram account. When fans visit SamanthaBee.
com/SurvivalKit witty descriptions will be posted
beside an image of each component to the
official Survival Kit.
As a unique incentive for our social media influencers
and in order to increase engagement among the Full
Frontal with Samantha Bee audience, Full Frontal will
create and promote a Primary Survival Kit that
Sam will use during the campaign primaries. The
kit will include: helmet, shovel, shot glasses, tissues,
earplugs and a packing list for your move to Canada.
SURVIVAL
KIT
PRIMARY SURVIVAL KIT
43. 43 43
“Get Shafted” will be a web-exclusive where Sam
takes to the elevators to interview unsuspecting
young professionals in a unique and uncomfortable
setting. After Sam asks for a volunteer, the doors will
close, and the riders will realize they are on no normal
elevator to the cafeteria.
As the elevator descends, Sam will have less than 30
seconds to “go deeper” into people’s ignorant views
by way of tricky questions. For example, Sam might
ask a Bernie Sanders fan whether a quote is from
Bernie or Che Guevara. Sam will repeat these brief
interviews throughout the day, gaining insight and
funny bites for the web video.
Interview highlights will not be shared on the
show, however, they will be posted on Youtube and
Facebook. In order to view the exclusive in its entirety,
fans can visit the Full Frontal website in an effort to
increase website traffic.
GET
SHAFTED
#ItsGoingDownSamBee
#GetShaftedWithSamBee
#GoDeeper
GET SHAFTED WITH SAMANTHA BEE
44. 44
COUNTY
CORONER
Samantha Bee will be shadowing a small local county
coroner for exclusive content during her off week
for the NCAA Basketball Championship using a
mockumentary style. These segments will spotlight
the often overlooked county-level political elections
further explaining and shedding light on their
purpose.
The coroner will shed light on the joys of inspecting
bodies as a career and what makes a person choose
to campaign for this position.
Sam will also look into and answer questions
pertaining to who thought county coroner should be
an elected position and what political issues shape
the election.
Going deeper into local political elections gives
Sam a chance to connect with her community on a
more personal level with issues that actually pertain
to and affect them.
#GoDeeper
#SamIsDeadSerious
COUNTY CORONER
45. 45 45
Facebook (/andyborowitz): 344.4K likes
Twitter (@borowitzreport): 574K likes
Blog: www.newyorker.com/humor/borowitz-report
Andy Borowitz (@borowitzreport) is an American writer,
comedian, satirist, and actor. Borowitz is a New York
Times-bestselling author who won the first National
Press Club award for humor. He is known for creating
the satirical column The Borowitz Report, which has an
audience in the millions and was acquired by The New
Yorker, which has over 2.8 million followers on Facebook.
In The Borowitz Report, he mostly writes political satire
articles. However, the topics are not limited to political
figures, he also writes about sport stars and media.
Borowitz’s political views and satirical writing
will benefit the show in terms of acquiring
more engaging target audiences and stronger
advocates of the show in Phases 2 and 3.
Since he shares a similar voice to Samantha Bee, it will
strengthen her audience as well.
SOCIAL MEDIA
INFLUENCERS
ANDY BOROWITZ
46. 46
@FEMINISTABULOUS
SOCIAL MEDIA
INFLUENCERS
Liz is a senior producer and correspondent for Vox, a
politically liberal news website. She has appeared on
national and international television programs providing
millennial perspective on politics, women’s issues, and
reproductive rights, including The Today Show, The Daily
Show, MSNBC, Fox News, ABC News, Fusion, Al-Jazeera
America and BBC World.
She was named one of Forbes’ 30 Under 30 in Media.
As a feminist and an emerging media professional, she
is building her social media presence through three main
platforms (Facebook, Twitter, Instagram). Considering the
increase of her appearances on major news channels and
TV shows, her engagement and advocacy for Full Frontal
with Samantha Bee will benefit in phases 2 and 3.
Plank has a very similar voice and thus, a relatable
audience. Her influence would attract our feminist
followers by providing them with fresh political
content.
ELIZABETH PLANK
23.8K likes
45.5K followers
32.5K followers
www.elizabethplank.com
48. 48
COMMUNITY
EXPOSÉ
WHAT PISSES YOU OFF
IN YOUR HOMETOWN?
CONTEST
From absurd boating regulations to small-town
scandals, Samantha Bee wants to know. During this
online contest, fans can upload a short video about
something that irks them in their hometown – such as a
dysfunctional mayor’s office or frustrating construction
policies. Viewers will then vote to determine the final
winner, and the winner’s town will be visited by Full
Frontal’s cameras. The footage will be turned into an
exposé-like segment to be posted on YouTube and
shared across platforms.
The contest will be promoted primarily on Facebook
through both the Full Frontal channel and the
participants’ own pages, but voting will take place on
samanthabee.com. This tactic initiates a two-way
conversation with viewers and also confirms that
Samantha Bee is committed to going deeper into all of
America’s problems, even the small ones.
49. 49 49
The Wake Up Call Video is a unique way to let
that crazy person on your Facebook or Twitter
timeline know just how outrageous they sound.
It’s designed to act as a reply, calling out any
person of your choosing. The Wake Up Call
Video will be posted on the Full Frontal with
Samantha Bee YouTube channel and heavily
promoted through the website, SamanthaBee.
com.
The YouTube video will produce a sharable link
that can be left as a comment on Facebook
or a reply on Twitter. The video will last about
30-60 seconds and feature Sam sitting at her
desk talking directly into the camera as if she is
actually grilling the offender in person. She will
also use general language that can be applied to
a variety of viewpoints and situations.
So next time that person you forgot
about from high school posts or tweets
something insane about their support
for their ideal presidential candidate,
you can give them a little wake up call.
WAKE UP CALL
VIDEO
SUMMARY
This video will not only be direct sharable content,
but it also gives the audience a way to advocate
for and in support of Sam and Full Frontal with
Samantha Bee.
52. 52
Nationally influential newspapers based in the
five cities where the most tweets of Samantha Bee
and Full Frontal with Samantha Bee come from:
Sharable websites that are popular among
millennials with huge presence on social media
platforms:
Late Night with Seth Meyers, Conan, The Ellen
DeGeneres Show, Unbreakable Kimmy Schmidt 2
Stuff Your Mom Never Told You:
women, gender, millennials
Another Round with Heben & Tracy:
race, gender, politics, sex, millennials
NPR, New York Public Radio, Southern California Public
Radio, Oregon Public Broadcasting
Magazines that are popular among millennials
that cover a variety of topics from culture to politics:
PUBLIC
RELATIONS
MEDIA LIST
MAGAZINES
SHARABLE SITES
TV SHOWS
RADIO
PODCASTS
54. 54
Full Frontal with Samantha Bee will partner with
Buzzfeed to create listicles to raise awareness of the
show.
Examples include: “Top 10 Ways That Women Are
Oppressed In The Workforce”, “Top 5 of the Most
Hypocritical Moments of Our Government Leaders”,
“25 Female Comedians Everyone Should Know” and
“Top 10 TV Shows That Debut In 2016.”
PARTNERSHIP
Reddit (https://www.reddit.com/r/samanthabee/)
is a great tool to build a fan-based community and
increase engagement. Full Frontal with Samantha
Bee’s writers will participate in the Ask Me Anything
section on Reddit to increase awareness of Samantha
Bee and her show among Reddit users who are
mostly millennials.
Related subreddits: r/samanthabee,
r/latenighttalkshows, r/funny, r/interestingasfuck.
Orange is the New Black cast, Master of None cast
and Broad City cast
REDDIT
POTENTIAL CELEBRITY
CORRESPONDENTS
PUBLIC
RELATIONS
55. 55 55
The Full Frontal with Samantha Bee
team will send invitations to social media
influencers and journalists to attend the
one and only Full Frontal with Samantha
Bee press party.
The press party will be a unique opportunity to get
to know Samantha Bee and dig deeper into the
show’s essence with Samantha herself. Dinner will be
served by Lauren DeSteno, a female chef at Michael
White’s Marea, a well-known restaurant in New York,
to show Samantha’s support of gender equality in the
workforce.
Guests will receive the Full Frontal with Samantha Bee
Primary Survival Kit outlined on page 38.
The party will be held at a location which resembles
underground and digging deeper into the personality
of the show. At the event, Samantha Bee will discuss
how her show digs down to the roots of issues in order
to expose hypocrisy and shed light on issues that do
not receive the appropriate media attention.
She will invite the guests to share exclusive
content from Full Frontal with Samantha
Bee with their followers on their social media
platforms.
PRESS PARTY
PUBLIC
RELATIONS
58. 58
Memes are a great way to highlight Samantha Bee’s humor while keeping in touch with what’s going on in pop culture as
well as viral trends. These images provide examples of memes and parodies that could be shared across social platforms,
including Instagram and Twitter. Many of these posts are based off widely shared memes that will appeal to a vast
audience, regardless of their awareness of Full Frontal with Samantha Bee, making it the perfect opportunity for brand
reference. These humorous posts will insert Samantha Bee deeper into the cultural conversation and make her relevant
among many audiences, including those who are not necessarily fans of the show.
SOCIAL
MEDIA
MEMES
60. 60
SNAPCHAT
Snapchat Geotags give Full Frontal with Samantha
Bee the chance to put a brand stamp on a real-time,
in-person moment. The Geotag will be featured
primarily in the studio during live tapings of the show
in New York but will also have an additional presence
in the surrounding area.
SNAPCHAT
GEOTAG
Since tickets to the show are free,
this Geotag can help promote
live tapings to a large potential
audience, as well as entertain
current audience members.
62. 62
MEDIA
PLAN
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Elevator Installment x x x x x x x
Kids Commercial
Debate x x x x x x x x x x x x
Aziz x
Mindy x
Surival Kit x x x x x x x x
Get Shafted x x x x x
Coroner x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Community Exposé x x x x x x x x x x x x
Liz x x
Andy
Wake Up Call x x x x x x
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Elevator Installment
Kids Commercial x x x x x x x
Debate x x x x x x x x
Aziz
Mindy
Surival Kit x x x x x x x x
Get Shafted x x x x x x x x x x
Coroner x x x x x x x x x x x x x x x x x x x x x x x x x x x x
Community Exposé x x x x x x x x x x x x
Liz
Andy x x
Wake Up Call x x x x x x x x x x x x x
JAN FEB MAR MAYAPRLAPRL MAY JAN MARFEB
Facebook
Phase 1 Phase 2 Phase 3 Phase 1
Website
MAYFEB APRLMAR FEBJAN
APRL
Blogs
MAY
Youtube
InstagramTwitter
Phase 2
JAN FEB MAR APRL MAY
MARFEBJAN
Phase 3 Phase 1 Phase 2 Phase 3
JAN
Phase 3Phase 2Phase 2Phase 1 Phase 3 Phase 1 Phase 2 Phase 3 Phase 1
APRL MAYMAR
64. 64
CAMPAIGN
EVALUATION
100K 60K300K
3K
500K
300K
50K 35K
100K
30%
40%
AWARENESS ENGAGEMENTSENTIMENT
PAGE LIKES
MONTHLY VISITORS
LIKES PER WEEK
POSTS PER WEEK
VIEWS
FOLLOWERS
FOLLOWERS
SHARES PER WEEK
NET POSITIVE
TRAFFIC FROM
REFERRALS/SOCIAL
COMBINED
LIKES PER WEEK
OBJECTIVE ONE OBJECTIVE TWO OBJECTIVE THREE
KPIs KPIs KPIs
65. 65 65
Kissell, Rick. “Ratings: Jimmy Fallon Caps Dominant Second Year on NBC’s ‘Tonight Show’.” Variety. N.p., 10 Feb. 2016.
Web. Feb.-Mar. 2016.
“Late Night TV Ratings For The Week Of July 23-27, 2012.” TV By The Numbers by Zap2it. NBC, 02 Aug. 2012. Web.
03 Feb. 2016.
Porter, Rick. “Late-night Ratings, Dec. 7-11, 2015: ‘Tonight Show’ Rules Broadcast, ‘Daily Show’ and ‘Nightly Show’ up.” TV
By The Numbers by Zap2it. N.p., 17 Dec. 2015. Web. 04 Feb. 2016.
“The Daily Show.” Wikipedia. Wikimedia Foundation, n.d. Web. 02 Feb. 2016.
“TV By The Numbers by Zap2it.com.” TV By The Numbers by Zap2itcom. N.p., n.d. Web. Feb.-Mar. 2016.
“Andy Borowitz.” Wikipedia. N.p., n.d. Web. Apr. 2016.
Ansari, Aziz. “Aziz Ansari on Acting, Race and Hollywood.” The New York Times, 10 Nov. 2015. Web. 16 Apr. 2016.
“Aziz Ansari.” Wikipedia. N.p., n.d. Web. Apr. 2016.
“Elizabeth Plank.” Forbes. Forbes Magazine, n.d. Web. Mar.-Apr. 2016.
Fischer, Blair. “The Fragmented TV Audience: Insight on What TV Shows Millennials Watch and How.” Vision Critical. N.p.,
30 Apr. 2014. Web. Feb.-Mar. 2016.
Genzer, Melissa S. “How Late-Night Talk Shows Utilize Social Media.” Drexel University Library. N.p., Aug. 2012. Web. Feb.
2016.
“Mindy Kaling.” Bio.com. A&E Networks Television, n.d. Web. Mar. 2016.
“Mindy Kaling.” Wikipedia, n.d. Web. Mar. 2016.
Molloy, Parker. “Aziz Ansari’s New Show Is Amazing. But the Stories He’s Sharing to Promote It Are Just as Good.”
Upworthy, 11 Nov. 2015. Web. Mar. 2016.
WORKS
CITEDSOURCES
66. TEAM
FOUR
Back: Iris Guzman,
Cindy Nguyen, Chris Lewitzke,
Solyee Kim, Caroline Moore (AE), Carley Gainous.
Front: Evan Greenberg, Frances Rambo, Anderson Pearce,
Madeline Weekman, Rebekah Ryan (AE), Tyler DeLoach.
