Tomboy Tarts is a lifestyle website and podcast for women who embrace a classic tomboy spirit. It was founded in Singapore by Persis Shanker and Raven Lim. The site offers content on entertainment, fashion, and travel for its global audience and aims to build an online community for women who defy gender stereotypes. The Tomboy Tirade podcast hosted by the founders features comedian guests and averages thousands of monthly downloads internationally. The brand seeks brand partnerships and sponsorships to expand its reach and integrated content ecosystem across its digital platforms.

1. MEDIA KIT 2015

2. tomboy
ˈtɒmbɔɪ/
noun
A tomboy is a free-
spirited, independent
woman/girl who breaks
the rules of gender
conventions.
She isn’t afraid to be
herself and enjoys
stealing looks from a
man’s wardrobe
whenever she can. She is
the ultimate female rebel.

3. A tart is a baked dish consisting of a filling
over a pastry base with an open top not
covered with pastry but it’s also a slang
word used in England to describe an
attractive, feminine, free-spirited, cheeky,
playful woman who dresses or acts sexy,
flouts rules and doesn’t give a hoot about
society’s conventions...
tart
noun/
adjective

4. COMBINE THE TWO AND WAS BORN…
for the tomboy who wants to celebrate her classic tomboy spirit

5. INTRODUCTION

6. • CREATIVE & BUSINESS DIRECTOR
• TOMBOY TIRADE PODCAST CO-HOST
• WRITER
• FINANCE & MARKETING DIRECTOR
• TOMBOY TIRADE PODCAST CO-HOST
• WRITER
PERSIS SHANKER RAVEN LIM
MEET THE FOUNDERS

7. A TRULY LOCAL AND GLOBAL
OUTLOOK ON TOMBOY
CULTURE AND LIFESTYLE.
PROUDLY BORN
AND BRED IN
SINGAPORE AND
MALAYSIA WITH

8. Tomboy Tarts is a lifestyle site
in Asia for women celebrating the
classic tomboy spirit.
We are not a ‘girly – girl’ brand.
We’re woman who defy the trivialities of gender
stereotypes.

9. It is an opportunity for every tomboy to share
their tomboy experiences with the rest of the
community.
We are reviving the true tomboy spirit;
something more than just women
wearing men’s clothing.
It‘s an attitude. A mindset. A lifestyle -
the kind that classic tomboy greats like
Coco Chanel, Marlene Dietrich &
Amelia Earhart embodied.
Tomboy Tarts is a platform to
reclaim the word ‘tomboy’
which was all about being the
rebel; it wasn’t a sexual
orientation or lifestyle. It is
about the woman who isn’t
afraid to break the rules and
follow her dreams...

10. WHAT MAKES A TOMBOY TART?

11. ! the rebel !
! practical !
! loves comfortable styles !
! curious !
! fiercely independent !
! dreamer !
! goofy !! intelligent !
! a big heart !
! passionate ! ! creative !
! funny & witty !
! genuine ! ! adventurous !
! a true blue original !
! rad !
! geek!
! innovator !

12. Just what is that classic tomboy spirit? Click below to watch the video.

13. OUR CONTENT ECOSYSTEM

14. CONTENT IS NO LONGER AN ASSET – IT’S A
MINDSET
Social media content must actually be worth sharing to be successful.
It is no longer just about shouting your messages on social media - it’s
about creating content that is personal and most of all memorable.
At Tomboy Tarts, our content currently remains niche and we know that, which is
why we maintain a tight content ecosystem whereby great content can be shared
on a pipeline that will talk to its audience today and long into the future...

15. THE WEBSITE
QUARTERLY NEWSLETTER
YOUTUBE CHANNELTOMBOY TIRADE
PODCAST
SOCIAL MEDIA
Tomboy Tarts has a fully integrated content ecosystem that aims to maximise engagement among
our niche audience(s).

16. THE WEBSITE

17. Tomboy Tarts straddles genres like entertainment, fashion, features, sport, geek/tech news, opinions and
travel. Our current traffic flow is 8-12K per month but we are aiming to achieve a monthly projected
growth of 500K by the end of 2015.

18. COLLABORATERS
We collaborated with tomboy lookbook and lipsticklookbook - popular Instagram tomboy sites
to create a monthly photo feature, Tomboy Tarts of the Month, featuring six women with their
own tomboy styles from all around the world.

19. Our controversial resident movie reviewer, AMAN BHONSLE ‘The Movie Rogue’
reviews the latest blockbusters & it’s not pretty.
Our resident mobile apps junkie from Kansas City, CHRISTINE HARDWICK is our
‘App iInsider’ who reviews apps of interest to tomboys.
ADAM E is a fanatic retro movie & film critic who is our monthly television show
reviewer writing our ‘Retrocritic TV Review’.
Our resident travel contributer, FANNY YAP is a homespun tomboy who grew
up believing Ghostbusters were cooler and sexier than Barbie.
REGULAR CONTRIBUTERS

20. 28%
33%
16%
13%
6%
6%
18-­‐24
25-­‐34
35-­‐44
45-­‐54
55-­‐64
65+
54%
46%
female
male
GENDERAGE
*figures obtained from TOMBOY TARTS’
google analytics statistics (aug 2014)
5.49%
3.94%
INTEREST CATEGORY
sports/individual sports, running & walking
computers & electronics/tech/consumer electronics & accessories
3.05%
2.96%
2.95%
sports/individual sports/cycling
food & drinks/cooking & recipes/soups & stews
travel/tour destinations/historical sites & buildings
OUR AUDIENCE

21. UNITED STATES
34.94%
UNITED KINGDOM
10.20%
SINGAPORE
9.52%
6.86%
CANADA
MALAYSIA
5.69%
AUSTRALIA
4.51%
GERMANY
2.91%
The voice of Tomboy Tarts is being heard far and wide. Our reach expands from the US, UK, Singapore, Canada and
Malaysia to Australia, Germany, Philippines, Indonesia and Brazil with more on our radar that we are aiming for.
OUR GLOBAL REACH

22. To be the no.1
go-to place
for tomboy
related
content &
resources
To build up a global
community of
women who share
the same values,
thoughts & lifestyle
with counterparts in
the US, Asia Pacific
& Europe
To create a one-
stop, multi-media
platform for the
modern tomboy
woman of today.
To represent
the Asian
voice for the
new women of
today
EXPANSION GOALS

23. THE TOMBOY TIRADE COMEDY PODCAST

24. A no-holds barred comedy podcast with a lot of geek and humor thrown into every
episode, which is an extension of the Tomboy Tarts brand.
Currently the most downloaded and ONLY all-female English comedy chat podcast in
Asia, hosted by the founders of Tomboy Tarts, PERSIS and RAVEN.
ALL ABOUT TOMBOY TIRADE

25. Every episode features a noted, up and coming international television, web/
entertainment personality or podcaster(s) from around the world.
Just check out our guest list!
choy wan
sharul channa
anita kapoor
launchbyte
marcus ac
THE GUEST LIST

26. Tomboy Tirade is a
situational comedy chat
podcast which revolves
around a theme that is
relevant to the guest that
is being featured for that
week.
The episode duration
varies from 35 min to 55
min and is executed like a
TV show with breaks.
the show’s structure
• Intro & storyline/theme set up
• Guest intro
• BREAK
• 2 x news highlights
• BREAK
• Topic #1
• BREAK
• Topic #2
• BREAK
• Outro
• Closer and Call-to-action
THE PODCAST FORMAT & STRUCTURE

27. New episodes of Tomboy Tirade are uploaded every alternate Thursday on the following platforms.
PLATFORMS

28. The Tomboy Tirade logo & banner reflect the fun and silliness within the show, just the way the
audiences like it.
LOGO & BANNER

29. Monthly download totals for 2014*
3.5 – 5K per month
"
*stats are based on 2 episodes a month
EP 20
2593
downloads
EP 22
2193
downloads
EP 36
4166
downloads
EP 28
6022
downloads
EP 30
13539
downloads
EP 29
2203
downloads
EP 18
1388
downloads
EP 19
2095
downloads
TOP PERFORMING PODCAST EPISODES

30. 0
200
400
600
800
1000
1200
1400
1600
1800
United States
Indonesia
Singapore
France
Canada
UK
South Africa
PODCAST DOWNLOADS (BY COUNTRIES)

31. SOCIAL MEDIA

32. Tomboy Tarts maintains a strong presence on social
media to engage audiences from around the world
to build our ‘tomboy tribe’.

33. 1870 669 108 677 100
SOCIAL MEDIA FIGURES (TO DATE)

34. EXPAND YOUR REACH

35. Tomboy Tarts can help your brand,
product or service reach greater
heights via brand integrations in the
following ways:
- collaborations
- partnerships or
- sponsorships
Our content speaks to the brave, new women
(and men) of today with stories ranging from
entertainment, travel, tech, style and geek/
tomboy culture.
ENTERTAINMENT
TRAVEL
TECH
STYLE
TOMBOY CULTURE
OPINION
GEEK ZONE
CATEGORIES OF CONTENT

36. Targetted planning. Never a blind buy or collaboration.
Editorial and social media integration.
Focus on custom-branded content.
Engagement and brand interest.
OUR MODEL

37. We can leverage our creative, production,
design & activation capabilities to
seamlessly integrate our brand partners into
the Tomboy Tarts content ecosystem.
SPONSOR AN EPISODE
RUN PROMOTIONS DURING JINGLES
COLLABORATE ON AN EPISODE
RUN TOP & TAIL BRANDING
SPONSORED POSTS & REVIEWS
CONTEST/GIVEAWAY FEATURES
ADVERTISE ON SITE
TOP & TAIL BRANDING ON OUR YOUTUBE VIDEOS
PRODUCTION OF SPECIALLY SPONSORED VIDEOS
RUN CONTEST PROMOTIONS
ADVERTISE ON NEWSLETTER
CONTEST PROMOTIONS ON SOCIAL MEDIA
SPONSORED CONTENT ON INSTAGRAM, FB & TWITTER
PODCAST
WEBSITE
YOUTUBE
CHANNEL
QUARTERLY
NEWSLETTER
SOCIAL
MEDIA
BRAND INTEGRATION

38. hello@tomboy-tarts.com
www.tomboy-tarts.com
If you like what you’ve seen or heard, contact us
for the following enquiries:
- Sponsorship or advertising queries.
- Collaborations on the website or podcast.
- If you have inquiries/comments on the site or
podcast.
- If you want to be featured on the site or
podcast.
- To contribute, guest blog or volunteer your
creative/business/IT skills in any way to our site.
CONTACT US

39. thank you .
THE END
2015 Tomboy Tarts. All Rights Reserved.