dirty john marketing highlights - amazon s3 · essential california newsletter sign ups results 1....

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Dirty John Marketing Highlights

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GOALS & RESULTSGoals1. “Listens”

a. Predominantly Apple Podcastb. Secondary latimes.com/dirtyjohn

2. Live Event ticket sales 3. Essential California newsletter sign ups

Results 1. 17,038,969 listens2. 886 tickets sold3. 21k new newsletter subscribers

Marketing campaigns– Podcast tease/introduction (Sept. 2017)– Dirty John Live Event (Nov. 2017)– Dirty John holiday “listens” push (Dec. 2017)

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Dates:● Tease: 9.18-9.30 ● Launch: 10.1-10.8

Marketing results

Combined listens: 17,038,969Combined impressions: 40,040,620via digital ads, print ads, social, behavioral targeting and emails .

DIRTY JOHN PODCAST LAUNCH PERFORMANCE RECAP

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30 million impressions from Tease to Launch

14 full pages in Main News

5 front strips of Calendar & California

Internal promotion: Postcards & headphones to 800+ to LAT employees

ROP - Print ads

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Homepage takeover latimes.com

Video Pre-roll Highest performing digital ad: Barker

Impressions: 8,034,585Clicks: 6,035Avg. click rate: .08%

Cube, leaderboard, and barkers running through LAT

Homepage takeover Oct 1. and Oct 3 Inclusion on homepage latimes.com Oct 1-Oct 31

ROS - Digital ads

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Teaser traffic to the editorial page drove: 21k new newsletter sign ups

NEWSLETTER SIGN UPS - Essential California

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Combine impressions: 2.3M Avg. unique open rate: 23%

-Sep 27- 891,804 impressions, 160,051 unique opens, 25% open rate, 4716 clicks

-Oct 4- 886,447 impressions, 135,953 unique opens, 22.5% open rate, 6,005 clicks

-Oct 8.- Deployed across markets: Morning Call, Baltimore Sun, Connecticut, Daily Press, Hartford, Los Angeles Times, Orlando Sentinel, San Diego Union Tribune, and Sun Sentinel; 514,859 impressions, 93,085 unique opens, 20.5% open rate, 2,832 clicks

3 EMAILS - Subscribers & Non-Subscribers

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Organic audience engagement -Promotion across Facebook, Twitter & Instagram drove 29% traffic back to LAT

Paid social promotion-$10k invested in to social media -Generated 2.2MM social media impressions-Drove 150K clicks to LAT.com and Dirty John podcast page

FB Live Q&A with Christopher Goffard

User generated call out for reader stories

SOCIAL MEDIA

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APPLE - Takeover

Accounting for 77% of all listens

LA Times incorporated Apple’s suggestions, and integrated the brand into M&P targeted at iOS devices and Safari browsers in exchange for full flicker tile takeover and over three weeks of New & Noteworthy inclusion. As a result, Dirty John spent 3 weeks atop Apple Podcasts charts. The off-platform promotion of Apple was the largest driver of listens.

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LIVE EVENT MARKETING RECAP

Combined impressions: 35MTicket sold: 886 (not including comps)

Background Monday, Dec. 11, 2017 the members of the Newell family joined Christopher Goffard on The Theatre at Ace Hotel stage along with an expert psychologist and singer songwriter Tracy Bonham.

• Charitable partner Peace Over Violence• Recorded event live for distribution as bonus episode

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Impressions (4 emails): 2.5MUnique opens (4 emails): 356,854Avg. open rate (4 emails): 16%

● Nov. 16- Dirty John Event RSVP ○ 504,557 impressions, 82,443 unique

opens, 13% open rate ● Nov. 21- Dirty John Event RSVP

○ 102,270 impressions, 17,608 unique opens, 18% open rate

● Dec. 3- Last chance○ 699,738 impressions, 105,396 unique

opens, 15% open rate● Dec. 7- Last chance

○ 1,149,612 impressions, 151, 407 unique opens, 17 % open rate

Sent Nov 16

4 EMAILS - Subscribers & Non-Subscribers

Monthly Selects feature

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30 million impressions over a 3 week run

Included 27 various print inclusions

and a Spadea that ran Nov 25th

Artwork wraps Main News Full page highlighting the family’s guest appearance

Premium position on Main News PG2

ROP - print ads

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Combine impressions: 2.2MInteractions: 22,046

Cube, leader, barkers

Homepage takeovers on 12.3 & 12.11 HP takeover impressions: 783,660

Inclusions included Arts&Culture, Essential CA newsletters and e-Newspaper notify

Homepage takeover example

ROS - DIGITAL ADS

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Behavioral Targeting

Waiting on approval from Jen

Impressions 43,137

0.6% click rate

Targeted people who had read at least one article

relating to Dirty John, crime, lifestyle, entertainment in

the past month.

Served on disengagement (when a user is about to hit

the back button or close the page) both on desktop and

mobile.