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What’s Next:
The Role of Brands in the
Booming Original Content Business
Welcome
Mike McFadden
EVP, Digital Transformation

Ogilvy
Rob Davis
Head of Digital, USA

Ogilvy
Tell us
where you
are dialing
in from!
What’s the weather
like in your city?
Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting
Today’s
Guests
Gayle Troberman
Chief Marketing Officer
iHeartMedia
Evan Shapiro
President
National Lampoon
Chris Stefanyk
Head of Partnerships
Wattpad
Joshua Sinel
Co-Founder & President
Storybooth
Gayle
Troberman
Chief Marketing Officer
iHeartMedia
Evan
Shapiro
President
National Lampoon
NLRH:TP
Join!
Chris
Stefanyk
Head of Partnerships
Wattpad
What is
Wattpad?
Wattpad is the world's largest
social network of readers and
writers, with 80M+ hyper-
engaged monthly users. We
use the power of community
and technology to help brands
and Hollywood unleash the full
potential of storytelling across
the globe.
Wattpad is THE
social network for
stories.
Video Audio Images News Blog
Wattpad is one
of the fastest
growing and
most engaging
social platforms 

in the world.
+100,000

new signups per day
+665 million

unique story uploads
+50 languages
23 billion minutes
spent on Wattpad per
month
+80 million

monthly global audience
Wattpad Studios is a
powerful ecosystem
Talent Management
Our in-house talent team supports our writers as
they make the leap into entertainment, publishing
and beyond.
Entertainment
Working with the world’s biggest studios, producers
and networks, we make hit programs

for the big screen, small screen and streaming.
Publishing
We work with the world’s top publishing houses to
publish Wattpad titles to mass markets.
" 1.6+ billion reads on Wattpad
" Published by Simon and Schuster in
2014 and has now sold over 11
million copies worldwide
" A feature film based on the story
released globally by Avalon Pictures
in April 2019 grossing over $70
million in the global box office
After by Anna Todd
Writing Contests & Influencer Stories:
Reach our community and create lasting affinity
through branded writing contests, and come away
with a collection of original branded stories with user-
generated insights about your brand. We can enlist
our top influencers to participate and promote as well!
Targeted Media/Video Ads:
Go beyond age and demographics to place your
ad in the right place, at the right time, to the right
user.
You can reach out 80+ monthly users through our
full suite of native, static and video ad units.
How Brands Work With Us
All ad units can be seen in our media kit
Source Top Stories
from our half-a-billion+ story
uploads to identify proven
narratives with built-in fanbases
for brand integration.
Crowdsource New Content
tap our audience to generate
hundreds of original stories &
adapt into larger branded original
content pieces.
We are also
enabling brands to
Tap into our Studios
Model – entirely
backed by Data &
Insights
Let’s tell stories together
Chris Stefanyk
Head of Brand Partnerships
@ChrisStefanyk
chris@wattpad.com
Joshua
Sinel
Co-Founder & President
storybooth
A SUPERCHARGED
STORYTELLING PLATFORM
FOR THE
DIGITAL-ONLY
GENERATION
AWARD-WINNING PLATFORM REACHING MILLIONS OF TEENS EVERY DAY
TEENS RECORD THEIR TRUE
STORIES ON OUR APP
WE SELECT, ANIMATE & PUBLISH
THE BEST OF THEM
!22
13-25
year olds
STORYBOOTH
REACH
YOUNG
GIRL
STRONG
4.6M
sub s cr ib er s
1.6B
vi ews
40M
direct
engage m ents
across 230
videos
ENGAGED
MASSIVE
70/30
f/m
INVESTED
!23
280k
stories
submitted
to date.
MEET YOUNG AUDIENCES WHERE THEY ARE.
LEAVE THEM BETTER OFF THAN THEY WERE.
!24
MISSION DRIVEN
STORIES THAT ENTERTAIN & ENGAGE.
STORIES THAT MATTER.
Mean Mom – 16M Views
Don’t Judge Me Because I’m
Goth – 16M Views
I Sent Pics To A Boy I Liked And
Shouldn’t Have – 27M Views
Living With Diabetes – 16M Views
Adopted – 15M Views Kissed My Crush – 15M Views
Made Fun Of For Being A Late
Bloomer – 13M Views
Woke Up With Acne – 10MViewsI Rescued Abandoned Newborn
Kittens – 11M Views
5
PRESS
RECOGNIZED:
MAKING AN IMPACT
Nominee: 2019
WEBBY
Animated Series
Winner: 2018
STREAMY
Animation
Winner: 2017
WEBBY
Youth
Winner: 2017
SHORTY
Short Video
Winner: 2017
SHORTY
Kids &Lifestyle
Finalist: 2016
SHORTY
Social Good
!26
“As storybooth continues to retain
subscriber and view growth over
!27
time, kids will be able to use the
community as an audio diary and
support system while brands will be
able to reach a younger generation
in a trusted space.”
- Sami Main ADWEEK
June 2017
WE DELIVER AUTHENTIC
CONTENT INSIDE A
“TRUSTED SPACE”
WHAT WE DO: WHAT BRANDS CAN DO:
Questions?
Thank you.

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What's Next: The Role of Brands in the Booming Original Content Business

  • 1. Powered by What’s Next: The Role of Brands in the Booming Original Content Business
  • 2. Welcome Mike McFadden EVP, Digital Transformation
 Ogilvy Rob Davis Head of Digital, USA
 Ogilvy
  • 3. Tell us where you are dialing in from! What’s the weather like in your city?
  • 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  • 5. Today’s Guests Gayle Troberman Chief Marketing Officer iHeartMedia Evan Shapiro President National Lampoon Chris Stefanyk Head of Partnerships Wattpad Joshua Sinel Co-Founder & President Storybooth
  • 8.
  • 10. Join!
  • 12. What is Wattpad? Wattpad is the world's largest social network of readers and writers, with 80M+ hyper- engaged monthly users. We use the power of community and technology to help brands and Hollywood unleash the full potential of storytelling across the globe.
  • 13. Wattpad is THE social network for stories. Video Audio Images News Blog
  • 14. Wattpad is one of the fastest growing and most engaging social platforms 
 in the world. +100,000
 new signups per day +665 million
 unique story uploads +50 languages 23 billion minutes spent on Wattpad per month +80 million
 monthly global audience
  • 15. Wattpad Studios is a powerful ecosystem Talent Management Our in-house talent team supports our writers as they make the leap into entertainment, publishing and beyond. Entertainment Working with the world’s biggest studios, producers and networks, we make hit programs
 for the big screen, small screen and streaming. Publishing We work with the world’s top publishing houses to publish Wattpad titles to mass markets.
  • 16. " 1.6+ billion reads on Wattpad " Published by Simon and Schuster in 2014 and has now sold over 11 million copies worldwide " A feature film based on the story released globally by Avalon Pictures in April 2019 grossing over $70 million in the global box office After by Anna Todd
  • 17. Writing Contests & Influencer Stories: Reach our community and create lasting affinity through branded writing contests, and come away with a collection of original branded stories with user- generated insights about your brand. We can enlist our top influencers to participate and promote as well! Targeted Media/Video Ads: Go beyond age and demographics to place your ad in the right place, at the right time, to the right user. You can reach out 80+ monthly users through our full suite of native, static and video ad units. How Brands Work With Us All ad units can be seen in our media kit
  • 18. Source Top Stories from our half-a-billion+ story uploads to identify proven narratives with built-in fanbases for brand integration. Crowdsource New Content tap our audience to generate hundreds of original stories & adapt into larger branded original content pieces. We are also enabling brands to Tap into our Studios Model – entirely backed by Data & Insights
  • 19. Let’s tell stories together Chris Stefanyk Head of Brand Partnerships @ChrisStefanyk chris@wattpad.com
  • 21. A SUPERCHARGED STORYTELLING PLATFORM FOR THE DIGITAL-ONLY GENERATION
  • 22. AWARD-WINNING PLATFORM REACHING MILLIONS OF TEENS EVERY DAY TEENS RECORD THEIR TRUE STORIES ON OUR APP WE SELECT, ANIMATE & PUBLISH THE BEST OF THEM !22
  • 23. 13-25 year olds STORYBOOTH REACH YOUNG GIRL STRONG 4.6M sub s cr ib er s 1.6B vi ews 40M direct engage m ents across 230 videos ENGAGED MASSIVE 70/30 f/m INVESTED !23 280k stories submitted to date.
  • 24. MEET YOUNG AUDIENCES WHERE THEY ARE. LEAVE THEM BETTER OFF THAN THEY WERE. !24 MISSION DRIVEN
  • 25. STORIES THAT ENTERTAIN & ENGAGE. STORIES THAT MATTER. Mean Mom – 16M Views Don’t Judge Me Because I’m Goth – 16M Views I Sent Pics To A Boy I Liked And Shouldn’t Have – 27M Views Living With Diabetes – 16M Views Adopted – 15M Views Kissed My Crush – 15M Views Made Fun Of For Being A Late Bloomer – 13M Views Woke Up With Acne – 10MViewsI Rescued Abandoned Newborn Kittens – 11M Views 5
  • 26. PRESS RECOGNIZED: MAKING AN IMPACT Nominee: 2019 WEBBY Animated Series Winner: 2018 STREAMY Animation Winner: 2017 WEBBY Youth Winner: 2017 SHORTY Short Video Winner: 2017 SHORTY Kids &Lifestyle Finalist: 2016 SHORTY Social Good !26
  • 27. “As storybooth continues to retain subscriber and view growth over !27 time, kids will be able to use the community as an audio diary and support system while brands will be able to reach a younger generation in a trusted space.” - Sami Main ADWEEK June 2017 WE DELIVER AUTHENTIC CONTENT INSIDE A “TRUSTED SPACE” WHAT WE DO: WHAT BRANDS CAN DO: