SearchLove London 2018 - Julie Scott - No one wants to watch anothe...

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Julie Scott
SVP, General Manager of Onion Labs at The Onion

JOURNALISM
THE FINEST
HISTORY HAS EVER SEEN

AND OUR HEADLINES HAVE NEVER BEEN MORE RELEVANT

NEWS IN BRIEF • Issue 50•09
Trump Thanks United Nations For
Inviting Him To Their Country

NEWS IN BRIEF • Issue 50•09
Theresa May Puts on Headphones To Hear
English Translation Of Trump’s Address

NEWS IN BRIEF • Issue 50•09
Man Going To Restroom Deputizes Friend
To Order Him Another Drink

NEWS IN BRIEF • Issue 50•09
Two Faced House Guest Who Didn’t Need
Anything Suddenly Wants A Glass Of Water

2-Hour Meeting Spent Thinking Up
Hashtag Absolutely Nobody On Planet
Earth Will Ever Use
NEWS IN BRIEF • Issue 50•09

Innovative Business Always On The
Cutting Edge Of What Other Companies
Have Been Doing For A Few Years
NEWS IN BRIEF • Iss...

WE HAVE AN INTENSE
COMMITMENT TO QUALITY
1,500 HEADLINES PITCHED
EVERY WEEK
30-40 HEADLINES SELECTED
EVERY WEEK
OUR WRITER...

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%

AND WE’VE RECEIVED MORE PEABODY AWARDS THAN

(TO DATE, WE’VE RECEIVED ONE PEABODY AWARD)

WE WON THAT PEABODY
FOR TELLING THE TRUTH

RELATABLE HUMAN TRUTHS
OUR COMEDY IS BASED IN

BRANDS AREN’T OFF LIMITS
AND

New Monster Energy Deﬁbrillator Touts
1,200 Volts Delivered Straight To Heart
NEWS IN BRIEF • Issue 50•09

OxiClean Unveils New Stain-Removing
Fabric Scissors
NEWS IN BRIEF • Issue 50•09

LABS
LABS
LA
LABS LA
WAS BORN

BECAUSE,
WHO WANTS TO WATCH AN AD
WHEN YOU CAN WATCH
SOMETHING ENTERTAINING

MEDIA COMPANIES
& PUBLISHERS
AGENCY RFPS
BRANDS

THE ONION’S IN-HOUSE
CONTENT DIVISION.
WE CREATE SMART
CONTENT FOR BRANDS.

SIMPLY PUT…
Best comedy writers
in the world
+ =
The team from some of the
biggest agencies in the U.S.
A content agency t...

Full service video production
team creating social media’s
most engaging videos
An agency that works at the
speed of a pub...

Client introduces
campaign objectives
and KPIs
CREATIVE BRIEF
Onion Labs strategy
team develops
creative brief
Onion Labs ...

a collection of the most beloved brands on the web

120MM+
UNIQUE VISITORS
PER MONTH
220MM
VIDEO VIEWS
PER MONTH
97MM
SOCIAL UNIQUES
VISITED SITES 15+ TIMES IN
THE PAST MONTH...

Full service video production
team creating social media’s
most engaging videos
An agency that works at the
speed of a pub...

SOME WORK
NOW, LET’S TAKE A LOOK AT

38
SOCIAL MEDIA BAR
AMERICAN HONEY
LABS
LABS
LABS
LABS
LABS
LABS
LABS
LABS

American Honey was searching for an ownable voice
and distinct personality that would breakthrough in a
category dominated...

SS
SOCIAL MEDIA BAR: CONSUMER RESPONSE
ONION LABS AMERICAN HONEY

SS
SOCIAL MEDIA BAR: RESULTS*
63K
ENGAGEMENTS
12%
AVERAGE VCR
5MM
VIDEO VIEWS
*On American Honey + Onion Labs social chann...

43
RESTLESS PALATE SYNDROME
KIND
LABS
LABS
LABS
LABS
LABS
LABS
LABS
LABS

Snack Bar consumers were bored, so KIND
wanted to raise awareness of their commitment
to new, delicious flavors that satis...

RESTLESS PALATE SYNDROME: PRESS & PR

RESTLESS PALATE SYNDROME: RESULTS
90%
COMPLETION RATE
SHORT FORM VIDEO
92%
VIEW RATE
SHORT FORM VIDEO
+330K
SOCIAL ENGAGEM...

THE SAUCE
MCDONALD’S
LABS
LABS
LABS
LABS
LABS
LABS
LABS
LABS

On October 7th, 2017, McDonald's tried to capitalize
on a golden PR moment by releasing their coveted
Szechuan Sauce back ...

THE SAUCE: DISTRIBUTION & PROMOTION
PLATFORMS SOCIAL ONSITE

THE SAUCE: CAMPAIGN RESULTS
3:28
AVG TIME ON PAGE
88%
VIDEO COMPLETION RATE
TOP VIDEO: 99%
176K
DOWNLOADS

THE SAUCE: PERFORMANCE HIGHLIGHTS
APPLE PODCAST’S NEW & NOTEWORTHY
HIT #94 ON APPLE
PODCAST CHARTS
PR

DALAI LAMA
“A life spent in service of others
has no purpose without relevant
and relatable branded content
that raises br...

THANK YOU!

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