Honeyshed Sales Deck
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HONEYSHED
description
Transcript of Honeyshed Sales Deck
HONEYSHED
HoneyShed 101
Why HoneyShed Makes Sense
Who is Behind HoneyShed?
HoneyShed Offerings
HoneyShed Marketing
Appendix
HoneyShed 101
Why HoneyShed Makes Sense
Who is Behind HoneyShed?
HoneyShed Offerings
HoneyShed Marketing
Appendix
AGENDA
The youth audience in America influences as much as half of all spending in the economy, and has a purchasing power of more than $200 billion per year.*
Marketers realize they cannot reach today’s youth (especially GenY) through conventional messaging and channels.
HoneyShed provides marketers with a unique vehicle for creating authentic conversations between marketers and consumers.
Honeyshed:Filling the Gap
HoneyShed provides unconventional messaging without conventional boundaries.
HoneyShed delivers world class talent that partners with marketers to build messages appropriate to today’s channels.
*Resources Interactive, as reported in Wall Street Journal Market Watch, October 11, 2006
HoneyShed 101
Our ensemble cast of tastemakers present, demonstrate, and talk about
advertisers’ products in an authentic way that “celebrates the sell”.
We’re not forcing brands into storylines or pushing product into someone else’s party. At HoneyShed, the brand and the products are the party.
HoneyShed has been described in the press as “the next generation of branded
content” We like to describe ourselves as
“The shopping network for the Digital Generation”
We have an unspoken agreement with our audience; they are here to shop and we are here to sell.
What Makes Us Special
Our creative content is unique, unexpected and authenticOur creative team takes pride in our attention to detail, as seen in our sets, costumes and storylines. The approach speaks to the demographic because we are the demographic. This is what keeps us authentic.
Professionally Produced Content That is the Highest QualityOur production value is unprecedented for the web. Smuggler Productions has assembled a team of top production talent to achieve the highly stylized “HoneyShed look”.
We are where our audience is18-25 year olds spend an average of 21 hours a week online. Through syndication partnerships and cross-promotional strategies, your content on Honeyshed will be seeded across the internet.
Top Quality Content that is yours to keepThe content that HoneyShed creates specifically for your brand is yours to keep! It can be used on your website, in marketing materials, widgets, branded microsites…even on television.
HoneyShed was conceived and built by a team of creative stars led by David Droga of Droga5, Smuggler Productions and the directing vision of Brian Beletic. HoneyShed is owned by Publicis, and is part of its pioneering efforts in evolving effective digital offerings to the marketing community.
Who is Behind HoneyShed?
Publicis Groupe, a French holding company that ranks 4th in the advertising industry with offices in over 104 countries. Subsidiaries include Saatchi & Saatchi, Leo Burnett and Fallon Worldwide.
In 2006 celebrated creative David Droga launched his boutique agency Droga5. In 2007, Droga5 was named “Ad Agency of the Year” by Creativity Magazine.
In that same year Smuggler was the recipient of the prestigious Palme D'Or award at the Cannes Film Festival; an honor given to the most awarded production company worldwide.
Award winning director Brian Beletic has made a name for himself directing award-winning music videos and high-end commercials for clients such as Bacardi, Nike, Adidas, Levis and Dodge.
In 2006 Publicis acquired Digitas; the renowned Interactive Agency. As HoneyShed’s sister company, Digitas will spearhead the multi-million dollar marketing campaign.
HoneyShed is more than HoneyShed.com
Our Blogs and Social Networking Pages Encourage Conversation with Your Brand
HoneyShed Blog
HoneyShed Beauty Blog
HoneyShed Facebook Page
HoneyShed MySpace Page
Samantha’s MySpace Page
Rachelle’s MySpace Page
Ryan’s MySpace Page
Justice the HS Dog’s MySpace Page
HoneyShed’s Distribution Channels
• YouTube
• Google Video
• Yahoo Video
• Blinkx
• AOL
• Vimeo
• DailyMotion
• Revver
• Metacafe
• MySpace TV
• Crackle
…and 54 other sites!
Our Syndication Partnerships, with Highly-Trafficked Sites, Will Deliver Your Content Across the Web
Social Networking / WOM feedback
“This is hot!!! This page pretty
much made my day!”
“You guys are wicked, keep up what your creativity!
Cause I'm totally diggin it!”
“Honeyshed is dope!”
“I love Honeyshed!”
“This is weirdest thingI’ve ever seen and
I love it! I’m addicted!”
“Honeyshed is so awesome, I could watch it all day!”
“Love this so much…I’m your biggest fan!”
“I’m addicted to your show. LOVE IT!!”
Magazines & Journals = 30Advertising Age Creativity (9)ADWEEK (7)FAST COMPANY(1)Advertising Age (3)Brandweek (3)Centaur Communications Ltd. (1)Haymarket (1)Women's Wear Daily(WWD) (1)
Recent Press/Blogs (Partial List)
Industry Trade Press = 24Advertising Age Creativity (9)ADWEEK (7)Advertising Age (3)Brandweek (3)Haymarket (1)Women's Wear Daily(WWD) (1)
Newspapers = 6The Sydney Morning Herald (Australia) (5)The New York Times (1) Blogs = 6 Adfreak (3)Newstex Blogs (2)Tilzy.TV (1)
Newswires & Press Releases = 5 Business Wire (2)AScribe Newswire (1)FD (Fair Disclosure) Wire (1)PR Newswire (1)
Web-based Publications = 3Business Week Online (2)Product News Network (1)
Aggregate News Sources = 2ASAPII Database (1)Contemporary Women's Issues Dup (1)
Newsletters = 2Bulldog Reporter's Daily Dog (2)
Industry Directories & Profiles = 1Product News Network (1)
YAHOO: 52k hits for HoneyShed appear on today’s search!
“MTV, of course, went on to revolutionize television… Honeyshed, for better or worse, does seem to have the same revolutionary capability.” –Adweek
“A new breed of entertainment… an innovative plan to painlessly combine online advertising and entertainment.” –Business Week
“Time to introduce Sephora’s new BFF: Honeyshed.com… It’s cool, it’s young, it’s stylish and fresh.” –Sephora.com
“Honeyshed is a pivot-point in the history of media. It will change the way people shop and spend their time. It's witty and wicked, sly and subversive. Most of all, it's completely original." –Michael Hainey, Executive Editor, GQ Magazine
Press/Blogs Sampler
HoneyShedofferings
Categories Include:
Inaugural SponsorshipOpportunities
Channel Sponsorship Brand a HoneyShed Channel as Your Own
On-line Contests and Promotions Collect data, drive traffic and build awareness
Off-line Promotions Events and Parties HS cast available for your advertising/events
HoneyShed Product Segments
A 2-Minute Product Showcase Hosted by HoneyShed Personalities
Channel Sponsorship
Title Card with Sponsor’s Logo to appear when user selects the Channel
End Card after each on-demand segment would be branded with the Sponsor’s Logo and brand messaging
End Card to also include a call to action (ex: A clickable logo that could launch a microsite with product demos or promotions)
Included in Channel Sponsorships are two 2-minute product segments
In addition product segments will be cut down to :15 and :30 spots (Sponsor is free to use this content in conjunction with other marketing campaigns)
Term of Channel Sponsorship is 3 months
BENEFITS OF CHANNEL SPONSORSHIP:
Hosted by our HoneyShed personalities
Includes HoneyShed’s high production value and stylized look
Conceived and directed by our top creative talent
Sponsor will have the ability to approve all creative concepts, talking points and rough-cuts before air
2-Minute Product Segments
HoneyShed will also provide “cut-down” versions of your clips in both :30 and :15 versions for use in other online marketing campaigns (widgets and microsites)
Custom clips for point-of-sale or other repurposed use can also be provided
Metrics dashboard
Product reviews and chat tracking
Embeddable player
Benefits of Product Segments:
Product Segment Exposure
Each Product Segment will air for 90 days in one of the HoneyShed channels
- Girl Fashion - Active Lifestyle - Kicks to Lids (Male Fashion) - Green- Beauty - Home- Tech and Toys - Music
Product Segments will also be highlighted in the
NEW THIS WEEK channel for the first 7 days of air
Sponsor may select premiere dates to coordinate with other marketing efforts
Segments will be searchable by brand name, product name and product category
Product Segments will include the benefit of additional distribution via HoneyShed’s
syndication partners
And of course, each segment will have unlimited embedding and emailing
capabilities
Product Segment Metrics
Unique and Repeat Viewing Sessions for each individual segment
Specific engagement patterns of each segment
Distribution patterns of your content from HoneyShed.com and all of our embedded players across the Web
Geolocation of each user requesting your content
Text transcripts of user chat while content is playing
Sponsors will have the ability to analyze the performance of each Product Segment with HoneyShed’s 24/7 real-time
reporting toolHoneyShed metrics dashboard powered by Visible Measures will include the following data:
Contests, Events and Promotionsonline and offline
Designated promotion modules branded with sponsor’s logo Branded Promos for sign up/engagement/data capture Integration with overall client advertising/ marketing/promotion Events: live and virtual Use of talent outside of base spots; cast access and availability Cross-promotions Exclusive offers to HoneyShed shoppers Special shopping nights/events
Benefits May Include:
Sponsorship Packages Channel Sponsorship $100,000
– Branded Title and End Cards– (2) 2-Minute Segments– :30 & :15 cut downs– Channel Exclusivity– 3 Months of exposure
HoneyShed Product Segments
(Includes :30 & :15 cut downs, 90 days of exposure, access to additional syndication via HoneyShed Partnerships)
– 6 Video Package$125,000
– 4 Video Package$95,000
– 2 Video Package$50,000
Online Contests and Promotions TBD– Collect data, drive traffic and build awareness
Offline Promotions TBD– Events and Parties– HS cast available for your advertising/events
Site redesign comprised of new features such as product/brand search, new channels, registration etc
Strategic combination of Traditional Digital Media with Social / WOM tactics
Partnerships with portals and relevant targeted sites and networks providing our partners with opportunities to monetize our content in exchange for introducing our content to our target audience (eyeballs for content)
Focus on Emerging Media channels/social media with heavy usage among the HoneyShed target
Optimize campaign based on back-end site metrics and distributed high-value-tasks
We have assembled a top team of marketing, media, promotions, PR and analytics experts to drive the HoneyShed launch. The launch plan includes a significant investment against the following tactics:
Launching Honeyshed 2.0
Appendix:
Generation Y audience insights and statistics
Generation Y design dynamics
Why It’s Time for HoneyShed
Gen Y: Audience Insights
Daily traffic to internet video sites has risen sharply for the general population of internet users in the past year (33% to 48%), and from 55% to 70% for age 18 – 29 (Source: USC Study: PEW/Internet & American Life Project)
Gen Y speaks their own language HoneyShed is written, produced, and hosted by Gen Y’ers.
Gen Yers are influenced by their peers and a likely to rely on recommendations from family and friends.HoneyShed comes across as a site made by Gen Yers, for Gen Yers. HoneyShed is a tastemaker that talks to the audience as a peer. The product rating section will
allow users to see what others are saying about the products.
Gen Y spends a considerable amount of time interacting with digital media – using PCs, going on the Internet, watching DVDs, playing video games, and using there mobile phones. 80% of Gen Yers have a desktop computer and 46% have laptops.HoneyShed allows for content to be viewed on the Internet, quickly replacing the television as Gen Y’s choice for content consumption.
Gen Y: Audience Insights
Enjoy absurdity and humor with an odd slant. HoneyShed’s tone, especially in the ‘Fun Shit’ section, is designed to appeal to this sense of humor.
Embrace a variety of subcultures – Jock, Emo, Gamer, Skater, Goth, Hipster, Punk, Preppy, ThugHoneyShed has a diverse group of hosts and new content will broaden the products appealing to different subcultures found on HoneyShed.
Skim text and information quickly and don’t like text-heavy pages. Are easily bored.HoneyShed’s interface is designed to be quick-to-grasp and fun to use. The next build of HoneyShed.com will make the site even easier to use, all without having to wade through text instructions.
Source: Young Gen Yers: Fun-Loving, Social, and Wired - Forrester Research Report
Gen Y Spends More Time On-Line
Gen Y Internet Use is Rising
"How much do each of the following influence your perception of a brand or company?"
73%
62%
45%
44%
20%
27%
15%
29%
10%
11%
1%
72%
56%
47%
41%
14%
14%
12%
11%
7%
8%
2%
My own experience
My friends or family
A review
Seeing other people use the brand
In-store advertisements
Consumer opinions posted online
Email I signed up for
Brand websites
Brand sponsorships
Media Ads
Interactive Ads
All US adults
Gen Yers(18-26)
Gen Yers Admit to Being More Influence-able than US Adults
Especially for Online Channels and Direct Experiences
Base: 4,990 US adults
Source: North American Consumer Technology Adoption Study Q2 2006 Survey
Gen Y Trusts Brands
Gen Y Looks to the Web for Entertainment
Gen Yers Use Social Networking
Gen Yers are Influenced by their Peers
Gen Y is Comfortable with Sophisticated Visual Environments Online
Gen Y: Design Guide
Refresh and update content constantly
HoneyShed expects to provide at least 30 min. of new content every week.
Expose immediate value HoneyShed loads quickly and the next build will drop
user directly into content which is relevant to the individual user.
Provide frequent feedback, rewards, notificationsThe new build will also provide an area for user feedback onindividual products. Also, discounts, giveaways, and contests are planned.
Source: GenY Design Guide, December 3, 2007 - Forrester Research Report
Design Approach #1: Immediacy
Keep user instructions simpleHoneyShed’s interface is designed to be intuitive and will become increasingly so in the next build.
Use sentence fragments and images, not textHoneyShed is video content!!
Speak directly to Gen YersThe HoneyShed content is directed at the Gen Y audience.
Design Approach #2: Gen Y Literacy
Gen Y Design Guide
Design Approach #3: Individualism
Gen Y Design Guide
Allow multiple levels of personalizationHoneyshed’s interface can be customized by the user to suit his/her tastes and use style.
Allow for self-aggregationHoneyShed’s STASH function allows users to store their favorite products and share them with others.
Offer products and services that have a customized touch
Provide the ability to communicate with othersHoneyShed’s built in chat function allows users to chat with
each other in sync with the live stream. In the next build, each channel will have its own chat room to
allow relevant conversations.
Offer tools for self-expressionUser comments and ratings will be available in the next build.
Design Approach #4:
Social
Interactivity
Gen Y Design Guide
