1.
DEMI LOVATO WEBSITE PROPOSAL
How to improve Demi
Lovato’s website and
monetize her audience
Commerce + Content

2.
/01
Issues and Opportunities

3.
/01
Issue No. 1:
Bad User Experience

4.
Even worse than the outdated design is the overwhelming feeling you get as you
attempt to browse her website. The data shows that visitors are not getting what
they want; and therefore, are quickly bouncing.

5.
/01
Solution No. 1:
Redesign website

6.
http://dve.30c.mwp.accessdomain.com/
I’d dramatically simplify Demi’s site and update it to match her personality. People
don’t visit her site to listen to music. They come to learn more about Demi and what
she’s up to, so there’s no need to clutter her site with stuff users don’t want from it.

7.
/02
Opportunities

8.
/02
Opportunity No. 1:
Affiliate Shop

9.
http://dve.30c.mwp.accessdomain.com/faves/
Fans want to know what products Demi uses and loves, so why not build a simple,
highly curated affiliate store? Demi would earn a 15-20% commission on every
person she refers to advertisers.

10.
EXAMPLE 2: SPRING
“On average, Spring customers spend around $150 per
order. The company expects 2017 gross sales well north
of $100 million. Spring generates revenue by taking, on
average, a cut of between 15-20% of each order.”
(source: https://www.recode.net/2017/5/11/15616956/spring-fidelity-funding-
investing-65-million-clothing-shopping-app )
EXAMPLE 1: WHO WHAT WEAR
“Who, What, Wear: The company takes an average of a
12% commission from retailers today when one of its
readers goes on to make a purchase from a partner site.
Power said she thinks they can increase that rate over
time since she expects the new app to drive a lot more
sales.”
(source: https://www.recode.net/2017/6/7/15753416/who-what-wear-shopping-
app-fashion-mobile)

11.
/02
Opportunity No. 2:
Cooler Merch

12.
WORTH REPEATING
“But merch is just as important as a branding
asset to an artist,” he continues. “It’s the new
CD. It’s as important as the sound, a part of
the vision."

13.
Demi’s merch should be an organic reflection of her. Right now, it’s not. Currently,
her merch is designed to appeal to 11-year-old girls, who can’t buy things online
without their parents’ credit card. Would Demi wear Demi’s merch?

14.
GOOD EXAMPLE 1: Justin Bieber Purpose Tour
For Bieber’s own tour looks, Lorenzo and Welch aimed for what
Lorenzo calls "elevated pedestrian.”
According to Welch, the outfits were an "organic" reflection of
the artist’s personal style, meaning a casual combination of
ripped jeans and long silhouette shirts, including the much-
publicised oversized tee printed with the words “Bigger Than
Satan” and a picture of Marilyn Manson.
“It plays on different levels of emotion,” explains Lorenzo.
“You’re connecting to Bieber. If you’re a Bieber fan, you’re
getting the feel of the timeless '90s rock god and Marilyn
Manson."
For the tour 'merch', "we tried to give it a little bit of the same
language and the same vibe.
What you’re buying at the venue, you’re seeing Justin wearing
similar pieces on stage.”

15.
http://kyliejennershop.com
GOOD EXAMPLE 2: KYLIE JENNER SHOP

16.
/02
Merch Ideas

17.
http://dve.30c.mwp.accessdomain.com/shop/
CATEGORIES
• Phone cases
• Bomber jackets
• Jean jackets
• Gold necklaces
• Stickers
• Hoodies/sweatshirts
• Posters
IDEAS
• “#sorrynotsorry” gold necklace
• “Lovatic” gold necklace
• “10” gold necklace
• Sweatshirt/tee: “Stop judging me”
• Sweatshirt/tee: “Don’t worry. Be
confident.”
• Sweatshirt/tee: “This is my confident
shirt.”
• Sweatshirt/tee: “Pretty Savage”
• Graphic tees with Demi pics or popular
Tweets
• Cool, illustrated paintings of Demi
• Quotes in photo frame for home

18.
/02
Opportunity No. 3:
Membership

19.
http://dve.30c.mwp.accessdomain.com/members/
People are searching for information about Demi
that would be perfect to blog about.
Right now, her “news” tab is just a PR center. It’s
not interesting, and I doubt anyone reads the
content.
The membership would feature a mix of free and
paid content.
Featured content would be personal, exclusive
and highly valuable to fans — not irrelevant,
impersonal PR spam.

20.
OK EXAMPLE: KKW MEMBERSHIP
Updated daily, the KIM KARDASHIAN WEST APP is
an exclusive selection of free and premium paid
content.
The experience includes exclusive livestreams,
beauty tutorials, behind-the-scenes photos and
videos, personal journals, fashion content and
much more.
Subscribers get exclusive access to all things KKW
Beauty, KKW Fragrance, and Kids Supply. This app
is must-have for fans!
$2.99/mo OR $24.99/yr

21.
CONTENT IDEAS
• Tutorials/How-to
• Daily routines
• Fave products
• Fitness and health
• Mental health/emo
• Fun facts
• Quizzes
• Exclusive pics
• Being a millennial entrepreneur
• Exclusive leaks/peeks before everyone else
• New music
• Exclusive AMAs

22.
/03
Who am I?

23.
I’ve been designing and marketing websites for the last seven years. I’ve also had
my fair share of online side-businesses. My writing has been featured in CNBC, The
Economist, Fortune, Inc, Fast Company, Business Insider and many others.
Read my story here: https://medium.com/@laurenholliday_/how-i-went-from-underemployed-waitress-
to-the-top-1-of-millennials-in-3-months-4680dc1d7891

24.
CALL-TO-ACTION
When can we schedule a
brief phone call?
954-540-9211
lah@freelanship.com
Laurenholliday.com