This is Stardoll

The destination for virtual fashion and entertainment where users can express their creativity around fashion, celebrity, virtual shopping and dress-up games

Currently 97 million registered users the audience is deeply engaged in all aspects of self-expression, discovery, and communication

The site is updated daily with over 80,000 new fans joins daily across the globe

Stardoll HQ is based in Stockholm, with offices in Los Angeles, London, New York and Düsseldorf employing over 100 people

Creative, compelling content

Wide reaching fully engaged global audience

Safe environments

Single buying point to access kids and their parents

Highly efficient media platform

Market leading reach of teens, tweens and parents

27th January, Marketing Week

http://www.marketingweek.co.uk/trends/girls-just-want-to-have-fun-in-the-media-mix/3022759.article

3 page exclusive announcing new study from Stardoll and Carat Global looking at motivations, influences and digital behaviour

Groundbreaking new insight into kids around the world

6.6m unique visitors (+4% mth on mth)

22.8m visits (+7%)22.8m visits (+7%)

434m page views (+10%)434m page views (+10%)

20 mins av time on site (+2%)20 mins av time on site (+2%)

19 pages per visit (+4%)19 pages per visit (+4%)

75% of users 75% of users aged 5-15 years oldaged 5-15 years old

Source: Google Analytics last 30 days mth on mth & active users last 6 months

Stardoll EU traffic overview & family audience

Adults 25 – 49 represent 20% of the Stardoll audience

Women with children are 23% more likely to play with their children on Stardoll than they are on other sites

81% of mothers visit and play on Stardoll at least 1x a week

59% of mothers have their own Stardoll account

Source: Comscore and Magid Study ‘10

Stardoll Parents

Relevant case studies

Camp Rock 2 heavy integration, pan Euro

470k visits to brand page107k click to plays of trailer

4.1m paid, 101m earned imps

Justin Bieber’Never Say Never’

Heavy integration including:

Bieber clubBieber parties

Dress up BieberDress up Miley

Take me to Cinema e-cardShare content with 5 friendsGet JB jacket for registering

at Paramount Picture Club

2m paid, 21m earned imps6.6m interactions

25k parties created

Brief

Make our “unlikely hero” #1 at the box office, drive users to Paramount Club online

Solution

Create a ‘wild west’ theme within Stardoll, reward users for participation

Results

5,000 registrations on Paramount Picture Club, 50K cowboy hats/boots distributed for watching the trailer/joining the PP club

http://premiereclub.paramountpictures.co.uk/register.php

Rango

Brief

Make Shrek 3 the biggest and best Shrek of all!

Solution

Re-create Shrek’s nightmare on Stardoll and engage audience with exclusive store, cinema activity

Results

32% of audience reach in 1 month, 12,000 registrations on Paramount Picture Club, 39K trailer views

Shrek Forever After

Brief

Create Chihuahua madness across the Stardoll website

Solution

Users participate in a ‘puppy hunt/round-up’ on the site, reward with virtual dogs back in Suite

Results

191K game completions, 1.1m virtual dogs acquired, 23K trailer views

Beverly Hills Chihuahua 2

Brief

Reach key T/A and engage with Megamind, drive trailer views and new registrations to Paramount Picture Club

Solution

Gift wild & wacky Megamind clothing & apparel, campaign page and pester power using the “Wish Card”

Results

1,300 wish cards sent to parents, 44K trailer views, 10K registrations to Paramount Picture Club

Megamind

729k Unique Visitors to Tangled content

158k Unique Visitors played the trailer

22k clicks to the Facebook page

Disney’s Tangled

Brief

Maximize reach of 7 – 14’s on the site, engage community with the plot, challenge users to ‘live the film’ in their own personal space

Solution

Users created their own Dragon Village Sceneries, massive HPTOver on day-of release

Results

64K Dragon Villages created, 700K uniques participated, 26K trailer views

How To Train Your Dragon

Brief

Maximize box office takings with 11 year olds and their parents, focus on trailer views, ‘Cats & Dogs unite’ theme

Solution

Create the first ever ‘Cats & Dogs pet-shop’ on Stardoll, users adopt a cat or dog & get rewarded

Results

170K trailer views, 80% of users said they’d see it in Cinema, 200K uniques engaged with the content

Cats & Dogs, The Revenge of Kitty Galore

Brief

Maximize box office takings with 13 – 18 year olds, showcase the star-studded cast, re-create the mystery of Alice’s adventure down the rabbit hole

Solution

Build ‘Wonderland’ into Stardoll, dress the Alice doll, HPTOvers for additional impact

Results

5m guaranteed imps, 10m delivered, 50K Trailer views, Alice in Wonderland doll garnered 134K imps

Tim Burton’s Alice in Wonderland

What did we learn from Burlesque?

An innovative one stop creative/media solution can be rolled out in multi-countries easily and cost efficiently

Deep level engagement with Deep level engagement with brands can be achieved on a brands can be achieved on a large scalelarge scale

A flexible platform that reacts A flexible platform that reacts quickly to last minute changesquickly to last minute changes

100% localisation from 100% localisation from content creation through to content creation through to reportingreporting

Ideas for Sony Pictures Kid’s Films 2011

Build buzz and excitement within community around releases with bespoke, integrated content

Efficiently reach high proportions of Kids and Parents Efficiently reach high proportions of Kids and Parents with complete creative and media solutionswith complete creative and media solutions

Give users the opportunity to engage with Sony films Give users the opportunity to engage with Sony films in their own space and in their own timein their own space and in their own time

Allow consumers to share their comments and Allow consumers to share their comments and experience with broader communities on and off the experience with broader communities on and off the Stardoll platformStardoll platform

Drive high volumes of click to view trailersDrive high volumes of click to view trailers

Reward users for engaging with Sony inspired contentReward users for engaging with Sony inspired content

Overriding strategy around each film release

Build hub pages hosting copy, images, video and external linksBuild hub pages hosting copy, images, video and external links

Link into core Stardoll activites with teasers to bespoke content Link into core Stardoll activites with teasers to bespoke content to create buzz and excitement in build up to and following to create buzz and excitement in build up to and following releaserelease

Drive views of trailers playing in Stardoll Cinema and throughout Drive views of trailers playing in Stardoll Cinema and throughout sitesite

Reward trailer views, landings at Facebook page, joining club, sharing with friends etc with virtual gifts

Efficiently reach T/A with age targeted co-branded traffic drivers and roadblock existing relevant clubs and dolls

Develop range of co-branded traffic drivers, both standard IAB and Stardoll bespoke format e.g. tenancy button (co-branded formats perform 3x as effectively as external ads)external ads)

Editorial support, including contest to win Stardollars and/or Editorial support, including contest to win Stardollars and/or prizes from Sony, Facebook posts announcing contentprizes from Sony, Facebook posts announcing content

How?

Zookeeper – the idea

Develop a bespoke Zookeeper suite shop where user’s can collect items and characters from the movie for their own suite

User’s suites are the the most popular destination on Stardoll after homepage (70m page views last 30 days in EU)

Suites are users personal homepage and very Suites are users personal homepage and very importantimportant

Suite shop is integral part of all users suites, Suite shop is integral part of all users suites, Zookeeper would be a new category at the top of the Zookeeper would be a new category at the top of the shopshop

Users can vote for friends and other user’s suitesUsers can vote for friends and other user’s suites

The suite shop

Example of a user in her Zookeeper styled suite

Homepage reskin

Transform all users by smurfing them for a day!

First time we have ever done this at StardollFirst time we have ever done this at Stardoll

Support this with campaign page incorporating a Support this with campaign page incorporating a countdown to the big day of release and surprise, countdown to the big day of release and surprise, what’s going to happen?what’s going to happen?

Potential to hide the various Smurf characters around Potential to hide the various Smurf characters around the site for the users to discover. Once they find all the site for the users to discover. Once they find all they can choose their favourite to adopt and keep in they can choose their favourite to adopt and keep in their suitetheir suite

Smurfs

All users are ’Smurfed’!

Campaign page is Smurf’s hub at Stardoll

Co-branded homepage puff

Homepage reskin

Help youngsters rediscover the cult that is Tintin

Create Tintin and snowy as the newest dress up dolls, to include their outfits and accessories they wear in the film. Incorporate Mood Book showcasing photographic images from film to inspire dress up creations

Dress up gaming functionality is the original game Dress up gaming functionality is the original game play from where Stardoll began life. It remains one of play from where Stardoll began life. It remains one of the top 3 most popular activities on the platform (44m the top 3 most popular activities on the platform (44m visits to dress up doll pages last 30 days in EU)visits to dress up doll pages last 30 days in EU)

Develop a Tintin club to find the most avid Tintin fans, Develop a Tintin club to find the most avid Tintin fans, showcase winning dress up creations and the users on showcase winning dress up creations and the users on Stardoll homepage for a day!Stardoll homepage for a day!

Tintin – the idea

Logged out homepage reskin

xxx

Logged in homepage reskin

Stardoll’s yearly advent calendar is Arthur Christmas in EU!

For the first time the calendar in EU will be taken over by a brand

8.5m visits last December

Supported with campaign page as hub of all Arthur Christmas content

All window gifts to be Arthur Christmas inspired and branded

Potential for new video releases to be behind some windows

Arthur Christmas – the idea

Arthur Christmas Advent Calendar with video

Arthur Christmas Advent Calendar with video

Campaign page hub

Core activity integration (suite shop, doll, calendar, avatar transformation)

Film hub page (campaign page, club page)Film hub page (campaign page, club page)

Contests (including homepage winner showcase)Contests (including homepage winner showcase)

Virtual gifting at launch and in return for agreed actions Virtual gifting at launch and in return for agreed actions e.g. trailer plays, engaging with content, landing at FB pge.g. trailer plays, engaging with content, landing at FB pg

Trailers in Stardoll CinemaTrailers in Stardoll Cinema

Full range of co-branded promo placementsFull range of co-branded promo placements

Facebook and client site integrationFacebook and client site integration

ALL FULLY LOCALISED, GEO-TARGETED, AGE TARGETED ALL FULLY LOCALISED, GEO-TARGETED, AGE TARGETED AND REPORTED BY COUNTRYAND REPORTED BY COUNTRY

What’s included within each film campaign?

Live webchat functionality subject to talent availability

Some optional extras

Use www.paperdollheaven.com to drive younger users (aged 3-7) to content on Stardoll. In case of dress up dolls (Tintin) we can host dolls here also (350k UV’s olls here also (350k UV’s p/mth)p/mth)

Optional extras

Video streaming directly in suite

Optional extras