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