1. Julianne Hough

2. CONTENTS
BACKGROUND
INSIGHT
SOCIAL MEDIA PRESENCE
BRAND PARTNERSHIP

5. Background

6. JULIANNE HOUGH IS...
TRIPLE TALENTED
DANCER/SINGER/ACTRESS
AGE:26
HEALTHY LIFE ICON:
FITNESS
RECIPE
ENDORSEMENT:
GILLETTE VENUS SWIRL
GO MILK CAMPAIGN
PROACTIV CAMPAIGN
Source. "Julianne Hough: Biography". TVGuide.com.
http://juliannehough.com/

7. Insight

8. JULIANNE'S E-SCORE IS...
ATTRACTIVENESS TALENTED APPEAL
47
50
41
43
54 55
Source: E-Pull MediaSYNC
Answer Center, U.S. Respondents 13+.
E-Score out of 100 (Past 24 Months, 2013 - 2015)

9. JULIANNE HOUGH IS RISINGRISING
74
86
Source: E-Pull MediaSYNC Answer Center, U.S.
Respondents 13+. E-Score out of 100 (2011, 2012, 2014)

10. ...HER AWARENESS ALMOST
DOUBLED IN 3 YEARSDOUBLED
14%
22%
27%
2011 2012 2014
Source: E-Pull MediaSYNC Answer Center, U.S. Respondents 13+. E-Score out of 100 (2011, 2012, 2014)

11. JULIANNE HOUGH RANKS HIGHER
THAN AVERAGE FEMALE TV PERSONALITY
HIGHER
OVERALL SCORE
ATTRACTIVE
APPEAL
AWARENESS
TALENTED
AVERAGE FEMALE
TV PERSONALITY
JULIANNE HOUGH
54
86
36
50
54
55
14
27
31
54
Source: E-Pull MediaSYNC
Answer Center, U.S. Respondents 13+.
E-Score out of 100 (Past 24 Months, 2013 - 2015)

12. JULIANNE HAS A YOUNG TARGET AUDIENCEYOUNG
LIKE SOME
LIKE
AGE
13-17
LIKE A LOT
22%
37%
34%
Source: E-Pull MediaSYNC Answer Center, U.S. Respondents 13+. E-Score out of 100 (July 31, 2014)

13. TEENAGE GIRLS LOVE HER
LIKE SOME
18%
LIKE
53%
LIKE A LOT
12%
Source: E-Pull MediaSYNC Answer Center, U.S. Respondents 13+. E-Score out of 100 (July 31, 2014)
LOVE

14. ...AND TEENAGE BOYS
ABSOLUTELY LOVE HERABSOLUTELY LOVE
LIKE SOME
25%
LIKE
25%
LIKE A LOT
50%100%
Source: E-Pull MediaSYNC Answer Center, U.S. Respondents 13+. E-Score out of 100 (July 31, 2014)

15. TALENTED
54%
PHYSICALLY FIT
43%
ATTRACTIVE
50%
BEAUTIFUL
45%
CUTE
35%
JULIANNE'S TOP 5 ATTRIBUTESTOP 5
Source: E-Pull MediaSYNC Answer Center, U.S. Respondents 13+. E-Score out of 100 (July 31, 2014)

16. Social Media Presence

17. 423K
Likes
1.06M
Followers
1.5M
Followers
JULIANNE IS ACTIVE ON SOCIAL MEDIA
Source: Official social media profiles.
ACTIVE

18. JULIANNE IS HIGHLY ENGAGED WITH HER FANS
107K
4.0M
Likes
Likes
Comments
Comments
Shares
Source: https://freereports.simplymeasured.com
ENGAGED

19. SOCIAL MEDIA KEYWORDS
Love
Life
Beatiful
Cute
Source: https://followerwonk.com/analyze/@juliannehough
https://freereports.simplymeasured.com

20. Brand Partnership

21. PHYSICALLY
FIT
ATTRACTIVE
125
150
175
200
VICTORIA'S SECRET
OLD NAVY ROSS
MARSHALL'S NIKE
Victoria’s Secret is a more
retail destination for active wear
among Julianne’s target demographic.
POPULAR
Source: Simmons Data, 11/04/2013- 12/02/2014; The NPD Group, report pulled 04/07/2015

22. Victoria's Secret Sport is 25%-50%more
for budget conscious young adults than
1.42MILLION
AFFORDABLE
Move Live On Tour with Victoria’s Secret Sport:
Social Media Take-Over
Source: Neilson Ad Views, 12/31/2012- 12/29/2013
victoriassecret.com; lululemon.com

23. TALENTED LIFESTYLE
COSMOPOLITAN
ALLURE
SEVENTEEN
ELLE
MARIE CLAIRE
MARIE CLAIRE
COSMOPOLITAN
SEVENTEEN
ALLURE
ELLE
ALLURE
SEVENTEEN
ELLE
M
MARIE CLAIRE
COSMOPOLITAN
SEVENTEEN
ALLURE
ELLE
TEENAGERS YOUNG ADULTS
Source: The NPD Group, report pulled 04/07/2015
Simmons Data, 11/04/2013- 12/02/2014

24. PHYSICALLY
FIT
LIFESTYLE
JUMBA JUICE 270
183
148
141
STARBUCKS
DIARY QUEEN
SUBWAY
Jamba Juice ranks HIGHER than
Starbucks in Julianne’s teen audience.
HIGHER
Source: The NPD Group, report pulled 04/07/2015

25. Thank You
CHENGCHENG HUANG|SHANNON LADDERS|DANDI WANG|YANG CHEN
CMGT 599