Dirty John Marketing Highlights

Transcription

1 Dirty John Marketing Highlights 1

2 GOALS & RESULTS Goals Listens a. Predominantly Apple Podcast b. Secondary latimes.com/dirtyjohn Live Event ticket sales Essential California newsletter sign ups Results ,038,969 listens 886 tickets sold 21k new newsletter subscribers Marketing campaigns Podcast tease/introduction (Sept. 2017) Dirty John Live Event (Nov. 2017) Dirty John holiday listens push (Dec. 2017) 2

3 DIRTY JOHN PODCAST LAUNCH PERFORMANCE RECAP Dates: Tease: Launch: Marketing results Combined listens: 17,038,969 Combined impressions: 40,040,620 via digital ads, print ads, social, behavioral targeting and s. 3

4 ROP - Print ads 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 4

5 ROS - Digital ads Impressions: 8,034,585 Clicks: 6,035 Avg. click rate:.08% Cube, leaderboard, and barkers running through LAT Homepage takeover latimes.com Homepage takeover Oct 1. and Oct 3 Inclusion on homepage latimes.com Oct 1-Oct 31 Video Pre-roll Highest performing digital ad: Barker 5

6 NEWSLETTER SIGN UPS - Essential California Teaser traffic to the editorial page drove: 21k new newsletter sign ups 6

7 3 S - Subscribers & Non-Subscribers Combine impressions: 2.3M Avg. unique open rate: 23% -Sep ,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 7

8 SOCIAL MEDIA Organic audience engagement -Promotion across Facebook, Twitter & Instagram drove 29% traffic back to LAT User generated call out for reader stories FB Live Q&A with Christopher Goffard 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 8

9 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. 9

10 LIVE EVENT MARKETING RECAP Combined impressions: 35M Ticket 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 10

11 4 S - Subscribers & Non-Subscribers Impressions (4 s): 2.5M Unique opens (4 s): 356,854 Avg. open rate (4 s): 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 Monthly Selects feature Sent Nov 16 11

12 ROP - print ads 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 12

13 ROS - DIGITAL ADS Combine impressions: 2.2M Interactions: 22,046 Cube, leader, barkers Homepage takeovers on 12.3 & HP takeover impressions: 783,660 Inclusions included Arts&Culture, Essential CA newsletters and e-newspaper notify Homepage takeover example 13

14 Behavioral Targeting Impressions 43, % 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. Waiting on approval from Jen 14