digiday video: revision3 & jack threads: case study: beyond the campaign
DESCRIPTION
The most well-known case studies are typically part of a specific campaign, but some brands have found that continuing into the publishing space even after the initial campaign is over has kept fans engaged over the long haul. In this presentation, Revision3 and Jack Threads will showcase the work they've done together to tell a story about the brand and build loyalty among consumers. Presenters: Brad Murphy, CRO, Revision3 @bradmurphy John Wiseman, vp, head of marketing & partnerships, Jack Threads @johnwiseTRANSCRIPT
Leveraging Social Influence Marketing to Drive Sign Ups and Sales
About JackThreads
HIGHLIGHTS
• 2008: Launched by Jason Ross out of Columbus, OH apartment
• May 2010: Thrillist acquires JackThreads (150k members)
• July 2011: JackThreads hits 1 million members
• 2012: JackThreads launches private label clothing lines and crosses 2.4 million members.
Objective:
Introduce The Brand
Drive sign ups
Drive Sales
Build Brand Loyalty
Jackthreads was looking to reach young male web savvy consumers:
• Online Television for the New Media Consumer
• Recently Acquired by Discovery Communications
• Original HD Programming
• Over 200 Million Monthly Views
• 40 Million Unique Viewers
• The ability to watch:
About Revision3
Anywhere Anytime
Any Device Any Service
Unique In-Show Sponsorship Model
Interlaced with graphical/video assets
Sponsorship is integrated to become part of the content
Leverage strong connection between the hosts and the audience
• Minimal Clutter/High SOV Around Sponsor Messaging
• Trusted Hosts Deliver Sponsorship Message Within the Show
Unmatched Performance
• The Benefit of “Earned” media
• Control and targeting of “Paid” media.
Strategy
• Developed a custom online video campaign targeting Revision3 ’s tech savvy young male audience
• Integrated the JackThreads brand as well as “Invite-Only” and “Only Suckers Pay Full Price” messaging into Revision3 shows
• The JackThreads message was personalized for each show and as such, more relevant to the show viewers
Video
JackThread Sizzle Reel• Please download and embed this video onto this slide. The video
should play when clicked. - Thanks
http://videos.revision3.com/revision3/creatives/SizzleReel/JackThreads_2012_Sizzle.mp4
Results
Results
vs. Traditional Paid Media
• 178% increase in Buyer Activation (30 day window)
• 219% increase in ARPU• 81% increase in Friend Referral
133k Members Referred to Date!
Beneficial Byproducts
Revision3 Hosts are now Huge fans of JackThreads and rabid consumers
JackThreads is an active part of the conversation among the Revision3 community
Social Buzz
Q&A
• Back Up Slides
New Media Consumer
• Abandoning traditional TV
• Hyper-connected users
• On demand lifestyle
• Influential Opinion Leaders
Laser Target Your Core Audience
Traditional Model:Shotgun Mass Media Approach
(High cost, low return)
Revision3 Model: Low Budget & Target Approach
(Low cost, higher return)
VS.
Target Audience
Broad Reach
$
Broad Reach
Target Audience
$$$
Reaching an Elusive Audience
73% - Male
70% - 12-34
51% - 18-34
Sources: Comscore, March 2012; *Revision3 Viewer Survey, summer 2010
78.1% - Have some college or higher education*
81.4% - Spend more time with Internet/Digital content than TV content.*
Best Seat in the House
49%
66%
28%
40%
Watch on a PC/Mac in a window
Watch on a PC/Mac in full screen
Watch on a Mobile Device
Watch on a TV or large display