A Swedish based start up, Starlounge produced international and local content for digital platforms in 12 languages across 15 markets in Europe and Brazil.

1. Inside Celebrity News

2. The essential daily destination for exclusive
reporting and original thinking on celebrity news
and the questions that matter.

3. The only thing we love more than celebrities is
sharing that obsession with our star-loving
audience.
Following the sun to keep our audiences ahead of
the latest news we are dedicated to making
Starlounge the irresistible destination for an upbeat,
credible, 360-degree experience of the glamorous
world of celebrity lives.
Whether it’s happening in your hometown or
Hollywood, Starlounge is always speaking your
language.
Starlounge is vital to our readers’
obsession with celebrities and
their lifestyles.

4. The whole story, keeping
readers updated with
news from their local Stars
and Hollywood
Content you can trust,
always produced in local
language
Source: Omniture Jan 2012
Starlounge promise
Latest News, Features and
Interviews across 13
markets in 11 languages
Video, Pictures and Stories
delivered straight to the
web and mobile
What this Means
Contributing reporters in 18
markets
Hourly Updates
Relationship with world
news leader CNN
How We Deliver
Customised ad solutions
allowing an integrated
message
15 million plus readers
per month
Over 340 million page
views per month
High engagement with avg
24 pages per user
Advertiser promise
Starlounge celebrates Celebrities and their lifestyles

5. Creative Solutions

6. Associate your brand with influential
Celebrities and high profile events
Target your audience through loyal and
highly engaged readers with Starlounge
- High impact creative
- Emotional and immersive experiences
- Video, Pictures, Content, Social
- Real time functionality
- True metrics
Engage consumers in a
meaningful way!

7. - Celebrity beauty
- The fitness of the Stars
- Celebrity Hair-dos
- Celebrities love dogs
- Popstars on tour
- Celebrities delivering the unexpected
- Celebrity Baby-Boom
Content Specials Always in
Demand.

8. Reach your target
audience with display ads
tagged to compelling
content
Targeted Display
Create an impact
associating your brand with
high profile events
Specials
100% share of voice
Editorial experiences
integrated with your brand
in a dedicated category
Content Special
With Branded Content
Ultimate brand
engagement with a custom
built micro site
Premium Special
with Microsite
4 Solutions To Suit Your Needs

9. Our promise: Visibility through standard and
rich media format
- Our audience become your customer
- Previous success: Kappahl tagged all Star
Style content featuring dresses which
resulted in an increase of 20% CTR to the
Kappahl site
- Ideal for Retail, Beauty and Health Brands
Targeted Display

10. Our promise: Your brand owns a high profile
event
- Previous success: Unilever built their
brand Rexona, through association with
cool popstar Britney Spears whilst on her
Femme Fatale Tour.
- Awarded Ad of the Month in the online
advertising category by EyeTrackShop.
Specials - 100% share of voice

11. Our promise: Engage your target audience
with stylish, compelling and quality integrated
content
- Previous success: a unique three-week
L’Oreal campaign targeted around the
Cannes Film Festival, localised for Holland
and Switzerland.
- Resulted in immediate engagement with
editorial experiences tailored around the
event with both the Stars and L’Oreal
ambassadors the client was so pleased
they booked 3 more Specials!
Content Specials – With Branded Content

12. Our promise: Compelling content which
evokes your target group to click through,
and buy!
- Combination of editorial creative with
clear links to drive the user to engage
with a product driven website.
- Previous Success: a successful six-week
campaign targeted around compelling
celebrity hairstyle content to promote
Philips Electrical Hair Care products.
Localised for Sweden.
Premium Specials - with Microsite

13. Content is created in consultation with the Editor in Chief based
on topical, relevant and on brand content
- Images and editorial guidelines can be provided by the client
- Content must include “Sponsored Promotion” in bold text on every
page, this provides transparency that the content is not an Editorial
piece and is required by law.
Use of Celebrity Images within Advertorials:
- Can be used only within contextual content providing advice,
suggestions or tips by professional experts (and not the Starlounge
Editors only)on how to ‘recreate the Celebrities style / their look’.
This is solely on the basis the writing doesn’t in any way suggest
that these celebrities endorse or use these products themselves.
- Maximum of 5 different Celebrity images can be used in any one
advertorial
- Images of Products cannot be within the same frame as the
Celebrity but dispersed throughout the gallery
- Disclaimer: Must appear on every page
“The images used on this page are not necessarily using the
products endorsed on this page. The products and information are
simply describing ways in which one can create a similar look.”
Advertorial Content Guidelines

14. Display Formats

16. Leaderboard
- Size: 728px x 90px
Medium Rectangle
- Size: 300px x 250px

17. Wallpapers / Skin
- Size: 1600px x 1050px
- Clickable Skins

18. Meet our Audience

19. Audience Attitudes To Celebrity News
The Celebrity Obsessed: 13%
This group have a keen interest in celebrities,
would like to be one and share what they find
with other people.
High usage of Starlounge.
The Fans: 23%
Although they have an interest in celebrities,
they don’t believe everything they read and
are more selective in which celebrities they
read about.
Medium usage of Starlounge.
The Indulgent: 22%
This group have an interest in celebrities but
they feel that they shouldn’t do it, do it too
much and wouldn’t really want anyone to
know about it.
High usage of Starlounge.
The Snackers: 42%
They do read about celebrities but its mainly
to keep up with social pressure, to know
what everyone is talking about.
Occasional usage of Starlounge.
Source: Online Survey Ipsos Oct 2011

20. We reach and engage with all people who are touched by
Celebrities, delivering strongest against women between
18-34 years of age. (64%)
- Celebrity style, fitness and music influence their lives
- Lifestyle orientated trendsetter who values staying up to date
- Fashion and fitness focussed
- Works hard to fund their fun-filled lifestyle
- High social network user, sharing content daily
- High internet user
Core audience 18-34 years

21. Meet Angela, she loves, lives and breathes everything Celebrity
and would like to be one herself! Angie is 25 years old and with
Starlounge bookmarked as a favorite she hits the site over 8
times per week.
THE OBSESSED
- Average Age 25 years with 80% female skew
- High Usage of Starlounge with 76% visiting 8 times per week
and spending almost 2 hours per week on site
- Use the internet 31 x per week
- 3 in 4 use Facebook sharing content 8 times per week
- 88% use online to access Celebrity News verses Magazines at
70%
I need Starlounge EVERY DAY

22. Meet Kim, she’s 31 and knows what she wants and how to get it.
Visiting 4 times a week she specifically comes to Starlounge to
spend quality time with her favorite Celebrities and TV shows.
THE FANS
- Average Age 31 years with 70% female skew
- Medium use of Starlounge, visitng 4 times per week and
spending up to 40 mins per week on site
- Use the internet 25 x per week
- 2 in 3 use Facebook sharing content 4 times per week
- 79% use online to access Celebrity News verses Magazines at
48%
I know what I want and how to get it!

23. Meet Kate, she works hard, is time poor but prides herself on
always ‘being in the know’. She escapes with Starlounge
regularly and finds herself inspired by the style of the stars and
their career paths.
THE INDULGENT
- Average Age 31 years with 77% female skew
– High usage of Starlounge with 63% visiting 5 times per week
and spending over 50 mins a week on site
– Use Internet 28 x per week
– 2 in 3 use Facebook sharing content 5 x per week
– 78% use online to access Celebrity News verses Magazines at
50%
I need my regular celebrity fix!

24. Meet Tom and Alison. Juggling busy schedules with parenting
and careers they don’t have a lot of time for themselves yet they
like to stay up to date with pop culture and snack on Starlounge
often to ensure they are.
THE SNACKER
– Average Age 36 years with 66% female skew
– Generally browsing when they access Starlounge visiting 3
times per week spending 24 mins a week
– Use Internet least often 25 x per week
– 1 in 2 use Facebook sharing content 3 times per week
– 63% use online to access Celebrity News verses Magazines
at 35%
We like to be in the know!

25. Prepared by Chelsea Anthon