This multi-platform marketing campaign promoted the TV series "Truth and Power" across cable TV, digital media, and social media. It featured 3 creative versions representing the themes of protest, surveillance, and corruption. TV spots aired around related events and debates. Digital ads ran on TakePart and Pivot platforms. Social media promoted videos, articles, and a quiz. The campaign achieved over 85 million total impressions across paid, owned and earned media. It drove high engagement on social platforms and over 1.7 million video views.

1. Cynopsis Model D Awards
Multi-Platform Marketing Campaign: Cable TV

2. Creative Versions
Protest Surveillance Corruption
Marketing produced three different
creative versions for all marketing
deliverables. Each version represents a
thematic bucket that each episode
aligns with in the series.
V1. Protest
Ep.1: Black Lives Matter
Ep.5: Activists or Terrorists
Ep.6: Shooting The Messenger
V2. Surveillance
Ep.2: Government Sponsored-Spyware
Ep.3: The Stingray
Ep.8: Data Vampires
Ep.10: Flying Robots
V3. Corruption
Ep.4: Prisoners For Sale
Ep.7: Hacking The Presidency
Ep.9: Camp Justice

3. Television Overview – Targeted Events
“PROTEST” Spot
• Air Date: January 18th (MLK Jr. Day)
• :30 with ‘Friday’ Tune- in
• Ran (3X) in News Cluster
“SURVEILLANCE” Spot
• Air Date: January 18th during National
Republican Debate (Fox News)
• :30 with ‘Tomorrow’ Tune- in
• Ran (3X) in News Cluster

4. Paid, Owned, & Earned Digital Media Overview
PAID MEDIA SPEND
Launch: 1/11/16 – 1/22/16
Sustain: 1/23/16 – 3/25/16
HOUSE MEDIA (TAKEPART.COM)
Launch: 1/18/16
Sustain: 1/25/16 – 3/25/16
• 2x sponsored data visualization
“vizeos”’’
• 5X Sponsored dedicated
newsletters
• 1x Custom Quiz Article
• 1X Interview Feature with BKnapp
• Standard/High Impact Media
Banners
• 4x Branded Content articles
• Desktop & Mobile
Expandable in-article promo
units
• Homepage native content
promo interstitial
• 3x Branded Articles with
Ad Placements
• Mic Hero ROS banners
on desktop and mobile
• 3x Branded Social Media Videos
• 3x Branded Facebook Memes
• 3x Promo Support
• 2x Branded Content
Articles with Ad
Placements
• Digital Ads
• Premiere Takeovers (sitewide “Tonight” tune-in)
• Sustain Takeovers (sitewide “Tonight” tune-in)
• Sustain Targeted (“Fridays” “Tomorrow”)
• 6x Article Series
Pivot.tv
• Digital Ads
• Premiere Takeovers (DDT, Tomorrow,
Tonight)
• Sustain Takeovers (Tomorrow, Tonight)
• Newsletter
• 2X Newsletter (day of premiere +
follow-up)

5. Overall Delivery – By The Numbers
EXTERNAL MEDIA (RPA)
Total Paid/Earned Media Impressions: 85MM+
Topline Deliveries:
• Custom Content Page Views = 1.5MM+
• Branded/Earned Social Impressions = 16.7MM+
• Display IMPs: 8.43MM+
• Video IMPs: 11.4MM+
• Includes both trailers and minisodes
• Paid Social IMPs: 45.6MM
Trade/Upfront Agency Initiative (2/22 – 3/4)
• Display IMPs: 525K+
• Newsletter IMPs: 58K+
• Paid Social IMPs: 184K+
HOUSE MEDIA (TAKEPART / PIVOT)
Topline Deliveries
• Total Ad Impressions: 2.8MM+
• 6K Clicks
• Overall CTR: 0.21%

6. Social Media Overview
Strategy:
• Monday: Articles (GOOD, MIC, OZY) were pushed out.
• Wednesday: Minisode pushed out where applicable.
• Friday: Promo/Clip pushed out driving to that night’s
episode with “Tonight tune-in.
• Optimized YouTube strategy with custom thumbnails and
end cards for each video
Findings:
• Optimized YouTube strategy drove us past 10K
subscribers on YouTube
• Overall engagement rate at 27%
• Benchmark Social ER for Pivot Originals @ 15%. Truth and
Power holds highest ER for a Pivot Original series thus far.

7. 7
Video Views
Prisons Minisode
Facebook – 78,172
YouTube – 16,893
Campaign page: 2,694
TOTAL VIEWS: 98K
Avg. View Duration:
01:24
Stingray Minisode
Facebook – 75,218
YouTube – 8,783
Campaign Page: 1,342
TOTAL VIEWS: 85K
Avg. View Duration:
01:14
Spyware Minisode
Facebook – 21,720
YouTube – 13,032
Campaign Page: 1,231
TOTAL VIEWS: 36K
Avg. View Duration:
Diego Garcia Minisode
Facebook – 226,002
YouTube – 2,064
Campaign Page: 598
TOTAL VIEWS: 229K
Avg. View Duration: 00:58
Citizen Journalism
Minisode
Facebook – 135,493
YouTube –19,895
Campaign page: 779
TOTAL VIEWS: 156K
Avg. View Duration: 00:35
#BLM Minisode
Facebook – 90,433
YouTube – 28,906
Campaign Page – 931
TOTAL VIEWS: 120K
Avg. View Duration: 01:19
First Episode #BLM
Facebook – 36,922
YouTube – 10,828
Campaign Page – 3,020 Plays
iTunes – 2687 Downloads
TOTAL VIEWS: 53K+
Avg. View Duration: 5:58
TOTAL VIDEO VIEWS
(Includes Clips, Trailers, Custom Editorial
Video, Minisodes, and full first episode)
1.7MM+

8. YouTube Elements
Customized thumbnail with
designated color bar/logo for each
series Customized annotated end card with video

9. Editorial Partners
203,000
Page Views
29,000 +
Social
Engagements
600K +
Media
Impressions
18,900+
Social Engagements
350,000+
video views
1.MM +
Total Pageviews
62,000
Social Engagements
11,000 +
total pageviews
3.6 MM+
Media impressions
1.5 MM
Impressions

10. Overview
Strategy:
• 3x Branded Articles with Sponsorship Disclaimer, Topical Context, Video Integration, Social Media
Promotion, and In-Article Ad Units
• Social Media Surveillance Could Have a Devastating Effect on Free Speech. Here’s Why.
• If You Love Animals and Free Speech, You Should Be Worried About Ag-Gag Laws
• What Everyone Should Know About Documenting (And Sharing) Injustice on Social Media
Highlights
• 600K Impressions / 202K Page views
• Performance can be attributed to the viral reach of sponsored editorial across social media, totaling
nearly 6MM impressions.
• Avg. Time Spent on Articles exceeded Mic’s benchmarks by 88%
• Ag-Gag article had 37.8% Engagement Rate and was organically posted to Reddit with over 100
comments.

11. Sponsored Editorial

12. SOCIAL HIGHLIGHTS
Occupy Wall Street
200K followers
On social media, sponsored articles were organically shared from Mic’s account by
notable handles. Approximately 29% of article traffic came from Social Media referrals.
Animal Rights
466K followers
Social Media Insider
245K followers

13. Overview
STRATEGY
• 2x Custom Vizeos promoted via YouTube and Facebook
• How Much Would It Cost To Run For President?
• Every Move You Make (They’ll Be Tracking You)
• 1x Custom Quiz
• Test Your Spyware Savvy
• 1x Interview with Brian Knappenberger
• The Case For Civil Disobedience
• ROS Media and Rich Media Ad Units
HIGHLIGHTS:
• Total Impressions: 3.6MM+
• Average CTR: 0.12%
• 348K+ Video Views
• Overall campaign components were on par or exceeded benchmarks for other similar 2-month partner campaigns
• Average time spent on page (across all articles) nearly doubled GOOD’s editorial benchmark, indicating that GOOD
readers were truly engaged and interested in topics covered.

14. Video Views
Video#1: How Much Does It Cost to Run for
President? (Campaign Finance)
• Total Video Views: 197K
• Avg. View Duration: 01:12
• Total Engagements: 4.7K
• Total Page Views: 2.7K
• Time on Page: 2:36
Video #2: Every Move You Make They’ll Be Tracking
You (Consumer Privacy)
• Total Video Views: 151K
• Avg. View Duration: 01:12
• Total Engagements: 4.8K
• Total Page Views: 2.3K
• Time On Page: 2:22

15. Overview
STRATEGY
• All promotion was done through RYOT’s Facebook and Twitter Handles only
• 3 X Video Articles (Prisoners For Sale, Consumer Privacy, Diego Garcia)
• 3 X Factoids (Prisoners For Sale, Consumer Privacy, Diego Garcia)
• 3 X Trailer Social Promotion (Prisoners For Sale, Consumer Privacy, Diego Garcia)
HIGHLIGHTS
• 3MM Social Media Impressions / 1.1K Social Engagements / 41 % Avg. Video Completion
• “Camp Justice” content proved to be the second highest performing in terms of social
engagements and social views throughout the campaign (GOOD’s Videos ranking 1st for Campaign
Finance, and Data Vampires, respectively).

16. Videos / Factoids
1. Prisoners For Sale
• 681K Impressions
• 743 Engagements
• 123K Video Views
2. Data Vampires
 318K Impressions
 412 Engagements
 59K Video Views
3. Camp Justice
 699K Impressions
 4.4K Engagements
 104K Video Views
Video Article Views
1. Prisoners For Sale
• 41K Impressions
• 53 Engagements
2. Data Vampires
 12K Impressions
 67 Engagements
3. Camp Justice
 183K Impressions
 4.3K Engagements
Factoids
Second highest performing
throughout the campaign in
terms of social engagement
rate and views.

17. STATEGY
• 11 x Reddit Posts (1 x Post for each episode, 2 for # BLM including full episode)
• Created content based headlines to encourage readers to click through to pivot.tv/truthandpower
or the Truth and Power YouTube Playlist
• Embedded minisodes, clips, or sponsored video content (GOOD) with each post.
HIGHLIGHTS
• 40 MM+ Impressions
• 4.6K Engagements
• 34,041 clicks
• Drove 2K+ unique visitors to the campaign page
• .09% Overall CTR
• Highest performing post was for the finale (Drones) with a CTR of .14%. For this particular post we wanted to get a final push on
our “Know Your Right” quiz. We chose to drive people to the social action page where they could take this quiz, which seemed to
perform well for the reddit audience.
QUIZ METRICS
• Taken 639 times
• 73 % completion rate
• 13:56 avg. time spent
• 467 completions
• 31 shares
• Avg. Score 84%
• Reddit drove 260 quiz
starts

18. SOCIAL IMPACT
STRATEGY
• Promoted link to ACLU Mobile Justice App leading up to and during “Shooting the Messenger" episode (2/26) through a mix of
influencer outreach and promotion through Pivot / TakePart social feeds
• A direct link to download the app was also promoted through Pivot social feeds leading up to the series finale on 3/25
HIGHLIGHTS
• Overall, there were 5500+ downloads of the app during the promotional period, far exceeding the ACLU’s typical level of
engagement
• In the week leading up to the episode, there were approximately 2000 downloads (up from an average of about 250/week).
• In the 2 weeks leading up to the series finale, the ACLU had 3000 app downloads (up from an average of about 500 in a 2-week
period).
• On the day “Shooting the Messenger" aired, when the majority of promotion occurred, the ACLU saw a spike of close to 700
app downloads (up from an average of 40/day). This is a 1700% increase in app downloads!
Sample influencer tweets:
• Sanequa Golding (Vibe Magazine): https://twitter.com/GoldingGirl617/status/703372548109631488
• Talib Kweli: https://twitter.com/TalibKweli/status/703325205805006848
• Davey D (BET): https://twitter.com/mrdaveyd/status/703319448531312640
• All Hip Hop: https://twitter.com/allhiphopcom/status/703354197748682753
• Bun B (Outkast): https://twitter.com/BunBTrillOG/status/703735059463979009

19. Pivot Newsletters
1. January 22nd:
Subject: TONIGHT: What
Happens to Civil Liberties
in a Digital Landscape
• Sent wide to Pivot’s
17K+ Subscribers
• Open Rate: 13.37%
1. 2.
Avg. Open Rate @ 15%
2. January 26th:
Subject: ICYMI: Watch Episode
1 of ‘Truth and Power’ Now
• Sent to 2.2K+ Subscribers
who opened NL#1
• Open Rate: 57%
***Targeted follow-up newsletter
to engaged recipients saw a
huge spike in open rate -
increasing by over 40%.

20. TakePart Article Series
TAKEPART ARTICLE METRICS
• 5 X Article Series written by TakePart Journalists
• Premiere: Brian Knappenberger’s New Show Captures the Fight Against Injustice
• 1.5K Visits / 3.5K Page Views/ 01:41 Avg. Time Spent
• Stingray: From Con Artist to Government Combatant: A Recluse Comes out of Hiding
• 5.9K Visits / 9K Page Views / 01:58 Avg. Time Spent
• Private Prisons: Meet Two Former Inmates Dedicating Their Life to Exposing Injustice
• 3K Visits / 3.5K Page Views / 02:17 Avg. Time Spent
• Ag-Gag/FIW: A Journalist Is Exposing How the FBI Targets Animal Activists as Terrorists
• 9.3K Visits / 14K Page Views / 01:34 Avg. Time Spent
• Diego Garcia: A Tiny Island Shelters a History of Human Rights Abuse
• 3.5K Visits / 4.5K Page Views / 01:46 Avg. Time Spent
Pivot joined forces with its sister site TakePart to create additional articles around five different
episodes while utilizing its platforms and leveraging its relevant audience to promote the show’s clips and features

21. SEO
Strategy
• Optimizing weekly articles – ensuring headlines and sub headlines
included ‘Truth and Power’, adding alt tags to images, and ensuring
relevant keywords were sprinkled throughout the Truth and Power
website and body copy of all articles.
• Creating the correct tracking URLs for all external and editorial vendors.
• Ensuring press and other media outlets hyperlinked back to the same
URL so all traffic was directed to the site through a single URL.
Highlights
 Overall, Pivot/Participant domains dominated SEO rankings
 Top two items linked back to the website
 Detail-orientation in implementing consistent URLs, using alt tags, and
relevant key words proved to tremendously improve SEO organically.
Overall Website Traffic
• 106,000 Unique Visitors
• 226,000 Page Views
• 01:35 Avg. time per visit
• 19,000 Video Plays

22. THANK YOU