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SearchLove London 2018 - Julie Scott - No one wants to watch another commercial

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When is the last time you scrolled through your social feed excited to click on ads? If you said never, you’re not the only one. Consumers don’t want to watch another ad. They want to be entertained. Onion Labs is the content division inside the walls of The Onion. Julie will share how Onion Labs has combined the best comedy writers in the U.S. with some incredibly talented marketers to create a custom content studio that teaches brands to leverage comedy & entertainment to reach the publisher’s coveted target audience.

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SearchLove London 2018 - Julie Scott - No one wants to watch another commercial

  1. 1. Julie Scott SVP, General Manager of Onion Labs at The Onion
  2. 2. JOURNALISM THE FINEST HISTORY HAS EVER SEEN
  3. 3. AND OUR HEADLINES HAVE NEVER BEEN MORE RELEVANT
  4. 4. NEWS IN BRIEF • Issue 50•09 Trump Thanks United Nations For Inviting Him To Their Country
  5. 5. NEWS IN BRIEF • Issue 50•09 Theresa May Puts on Headphones To Hear English Translation Of Trump’s Address
  6. 6. NEWS IN BRIEF • Issue 50•09 Man Going To Restroom Deputizes Friend To Order Him Another Drink
  7. 7. NEWS IN BRIEF • Issue 50•09 Two Faced House Guest Who Didn’t Need Anything Suddenly Wants A Glass Of Water
  8. 8. 2-Hour Meeting Spent Thinking Up Hashtag Absolutely Nobody On Planet Earth Will Ever Use NEWS IN BRIEF • Issue 50•09
  9. 9. Innovative Business Always On The Cutting Edge Of What Other Companies Have Been Doing For A Few Years NEWS IN BRIEF • Issue 50•09
  10. 10. WE HAVE AN INTENSE COMMITMENT TO QUALITY 1,500 HEADLINES PITCHED EVERY WEEK 30-40 HEADLINES SELECTED EVERY WEEK OUR WRITER’S SUCCESS RATE IS 2%
  11. 11. OTHER COMPARABLE ACCEPTANCE RATES Stanford Harvard Yale Princeton 0% 1.75% 3.5% 5.25% 7% 6.5% 6.3% 5.4% 4.8% 2%
  12. 12. AND WE’VE RECEIVED MORE PEABODY AWARDS THAN
  13. 13. (TO DATE, WE’VE RECEIVED ONE PEABODY AWARD)
  14. 14. WE WON THAT PEABODY FOR TELLING THE TRUTH
  15. 15. RELATABLE HUMAN TRUTHS OUR COMEDY IS BASED IN
  16. 16. BRANDS AREN’T OFF LIMITS AND
  17. 17. New Monster Energy Defibrillator Touts 1,200 Volts Delivered Straight To Heart NEWS IN BRIEF • Issue 50•09
  18. 18. OxiClean Unveils New Stain-Removing Fabric Scissors NEWS IN BRIEF • Issue 50•09
  19. 19. LABS LABS LA LABS LA WAS BORN
  20. 20. BECAUSE, WHO WANTS TO WATCH AN AD WHEN YOU CAN WATCH SOMETHING ENTERTAINING
  21. 21. MEDIA COMPANIES & PUBLISHERS AGENCY RFPS BRANDS
  22. 22. THE ONION’S IN-HOUSE CONTENT DIVISION. WE CREATE SMART CONTENT FOR BRANDS.
  23. 23. SIMPLY PUT… Best comedy writers in the world + = The team from some of the biggest agencies in the U.S. A content agency that cannot be replicated anywhere else in the world.
  24. 24. Full service video production team creating social media’s most engaging videos An agency that works at the speed of a publisher. Experts at making the brand the star without sacrificing entertainment ONION LABS FORMULA
  25. 25. Client introduces campaign objectives and KPIs CREATIVE BRIEF Onion Labs strategy team develops creative brief Onion Labs strategist identifies relatable human truths through the lens of The Onion Creative brainstorm with journalists, artists, developers, comedians, critics, and marketers Onion Labs strategists, social marketers, and media planners identify channels to amplify creative ideas IDENTIFY INSIGHTS COLLABORATIVE CONCEPTING DESIGN CONTENT STRATEGY CLIENT STRATEGIC INPUT 1 2 3 4 5 ANSWERS INSIGHTS RESULTS
  26. 26. a collection of the most beloved brands on the web
  27. 27. 120MM+ UNIQUE VISITORS PER MONTH 220MM VIDEO VIEWS PER MONTH 97MM SOCIAL UNIQUES VISITED SITES 15+ TIMES IN THE PAST MONTH 33% OF SITE PAGEVIEWS COME FROM SUPER FANS FMG 28-DAY UNIQUES THE INTERNET’S PREMIERE AUDIENCE FUSION MEDIA GROUP SOURCES: COMSCORE, KEY MEASURES, MULTI PLATFORM, DECEMBER 2017, FACEBOOK, DECEMBER 2017 DATA
  28. 28. Full service video production team creating social media’s most engaging videos An agency that works at the speed of a publisher. Experts at making the brand the star without sacrificing entertainment ONION LABS FORMULA
  29. 29. SOME WORK NOW, LET’S TAKE A LOOK AT
  30. 30. 38 SOCIAL MEDIA BAR AMERICAN HONEY LABS LABS LABS LABS LABS LABS LABS LABS
  31. 31. American Honey was searching for an ownable voice and distinct personality that would breakthrough in a category dominated by big spenders like Jack Daniels and Jim Beam. The brand saw an opportunity among a group of millennials known as “nowists”- those who value real experiences more than social media “currency”. American Honey took up the rally cry for people to get off their phones and live in the moment. But ironically, the brand realized that to be successful, it needed to reach the audience in the same very place it was rallying against: social media. And so, the brand put up a mirror to the scary reality of social media and brought it to real life, namely, the Social Media Bar.
  32. 32. SS SOCIAL MEDIA BAR: CONSUMER RESPONSE ONION LABS AMERICAN HONEY
  33. 33. SS SOCIAL MEDIA BAR: RESULTS* 63K ENGAGEMENTS 12% AVERAGE VCR 5MM VIDEO VIEWS *On American Honey + Onion Labs social channels, paid + organic data 21% AVERAGE VIEW RATE
  34. 34. 43 RESTLESS PALATE SYNDROME KIND LABS LABS LABS LABS LABS LABS LABS LABS
  35. 35. Snack Bar consumers were bored, so KIND wanted to raise awareness of their commitment to new, delicious flavors that satisfy ever- changing palate needs. In a parody PSA that featured KIND spokeswoman and celebrity chef Daphne Oz, Onion Labs put a spotlight on the serious “epidemic” sweeping the nation: Restless Palate Syndrome (aka FOMO for your taste buds). The campaign highlighted the heartbreaking symptoms of an unsatisfied palate, offering KIND’s new flavor bars as the ultimate cure and charging consumers with doing their part by voting for KIND’s next flavor.
  36. 36. RESTLESS PALATE SYNDROME: PRESS & PR
  37. 37. RESTLESS PALATE SYNDROME: RESULTS 90% COMPLETION RATE SHORT FORM VIDEO 92% VIEW RATE SHORT FORM VIDEO +330K SOCIAL ENGAGEMENTS .52% CLICK THRU RATE 936K VIDEO VIEWS
  38. 38. THE SAUCE MCDONALD’S LABS LABS LABS LABS LABS LABS LABS LABS
  39. 39. On October 7th, 2017, McDonald's tried to capitalize on a golden PR moment by releasing their coveted Szechuan Sauce back into the world. Unfortunately, the stunt didn't go as planned and ended with fans rioting in the streets across the country. Wanting desperately to make amends, McDonald’s promised the return of Szechuan Sauce in early 2018, and this time, they were determined to get it right. As the big day approached, McDonald’s realized it also had a unique opportunity to answer the question so many consumers had asked: How did the world’s largest fast food chain let this all happen? Introducing The Sauce…
  40. 40. THE SAUCE: DISTRIBUTION & PROMOTION PLATFORMS SOCIAL ONSITE
  41. 41. THE SAUCE: CAMPAIGN RESULTS 3:28 AVG TIME ON PAGE 88% VIDEO COMPLETION RATE TOP VIDEO: 99% 176K DOWNLOADS
  42. 42. THE SAUCE: PERFORMANCE HIGHLIGHTS APPLE PODCAST’S NEW & NOTEWORTHY HIT #94 ON APPLE PODCAST CHARTS PR
  43. 43. DALAI LAMA “A life spent in service of others has no purpose without relevant and relatable branded content that raises brand awareness.”
  44. 44. THANK YOU!

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