MEDIA KIT GOOD Worldwide This is V confidental ; ) 01.

Transcription

1 MEDIA KIT

2 Chapter 01. RIGHT WRONG Calling all brands: Look around: The world is full of wrongs. Happily, there s a right for every one of them, if you have the courage to jump in. Right overcharged. Right underappreciated. Right bad food. Right bad pet food. Right environmentally unfriendly. (Let s say it again: Right environmentally unfriendly.) Right the embarrassment of our teeth, feet, and hair. Right ugly design. Right ugly, period. Right bland, boring, and blah everywhere. Wrongs need right. Right needs brands. To pick a fight with the status quo. Knock heads with the broken. Make a difference, one believer at a time. There s a wrong that s ready to make right. You in? 02.

3 Chapter 02. WHAT WE DO TOGETHER, GOOD AND UPWORTHY HELP BRANDS RIGHT THE WRONGS ONLY THEY CAN. 03.

4 Chapter 02. WHAT WE DO WE BRING TOGETHER AWARD-WINNING CREATIVE AND STORYTELLING Digiday Best Video Publisher Partner for Brands, Grand Prize Clio Best Integrated Campaign Sports Matter with Dick s Sporting Goods 04. Cannes Lions for Social Good, 2016 Project Literacy for Pearson National Magazine Award Winner, 2017 The GOOD Survival Guide to Donald Trump 04.

5 Upworthy stories get more likes, comments and shares* Chapter 02. WHAT WE DO WITH BEST-IN- CLASS SOCIAL ENGAGEMENT BUILT Introducing Elevator We test and tailor every story with our proprietary optimization system, which combines machine-learning and time-tested human know-how. Our in-house social psychologist designs the ideal research program to meet our client s needs. His research shows, our average measured brand lift is +60%. ON POWERFUL DATA AND INSIGHTS *Source: CrowdTangle, July 1 - December 31,

6 Median Age 3O Monthly Social Audience 275MM+ Monthly Uniques 26MM+ Social Subscribers 16MM+ Chapter 02. WHAT WE DO AND A CRITICAL AUDIENCE: EDUCATED, AFFLUENT, MILLENNIALS WHO GIVE A DAMN. 06.

7 Chapter 03. HOW WE DO IT PURPOSE ALONE IS NO LONGER ENOUGH. BRANDS MUST TAKE ACTION. HERE S HOW WE DO IT. 07.

8 Chapter 03. HOW WE DO IT THE RIGHT WRONG ACTIVATION LOOP We ve created an activation process as dynamic as the Right Wrong belief a process that s continuous and ongoing, that leverages our combined strengths across a full spectrum, from idea generation to idea distribution and back again. 1 Culture Crashing We start by downloading on trending cultural content, data, and events influencing the client brand 4 Social Contagion We engage our proprietary science and art approach to spread content and maximize engagement and sharing 2 Wrong Spotting We lead immersive sessions to identify addressable wrongs based on culture, audiences, and brand mission Create Engage 5 Real-Time Analytics We monitor and react to performance through our realtime data analytics platform 3 Right Crafting Our creative teams develop rich content and experiences that right wrongs in ways that resonate with target audiences 6 Content Optimization We work to iterate, evolve, and optimize content based on real-time feedback 08.

9 01. Chapter 03. HOW WE DO IT RIGHT WRONG IN ACTION Project: The Big Impact of Small Loans Stats: 75MM $560K People Reached New Loans Made During 10-Day Campaign 02. Project: Good for the World 01. We helped PayPal and microlending nonprofit Kiva celebrate their decade-long collaboration and drive a new generation of lenders through a 10-day activation. 02. We helped Facebook show how the platform can bring good to the world optimizing video content and distributing the stories to the Upworthy audience. Testimonial: Upworthy created, distributed, and optimized content for Facebook that resulted in highly shareable stories that got at the heart of our brand. Gary Briggs, CMO, Facebook 9.

10 03. Chapter 03. HOW WE DO IT Project: GOODFest presented by Pixel Stats: 9.5MM Total Video Impressions 150 Pieces of Earned Media 04. Project: Sports Matter & GOOD Sports 03. We helped Google launch Pixel phone with a five-city music fest celebrating the power of people coming together for progress and positivity. Stats: 185K Athletes Helped 377MM Social and PR Impressions 04. We helped DICK S Sporting Goods get behind youth sports in a big way through a crowdfunding campaign and ongoing content program. Project: Empathy Lab We helped Cigna encourage people to take preventive health measures through a content series and Empathy Lab deployed at Cigna s health tour locations. Stats: 1.3MM Video Views 29K Social Interactions 10.

11 Chapter 04. WHO WE ARE UPWORTHY IS CHANGING WHAT THE WORLD PAYS ATTENTION TO. We reach an incredibly valuable audience for advertisers: engaged, mobile, millennial women. Skewing Female: 68% Female Millennial: Upworthy has the highest concentration of millennials compared to any other publisher! Upworthy tells stories that make you feel surprised, happy, inspired, motivated, sometimes even sad. Stories that connect us with each other. They are rocket fuel for empathy. They change our hearts, our minds and sometimes even, the world. We do it because we think all of us could use more of these stories. And research shows that when stories make people feel positive and empowered, they are more likely to share and feel motivated to take action. Educated: 68% College Grads Mobile First: 92% Mobile Social Influencers: 74% Social Influencers 11.

12 Chapter 04. WHO WE ARE GOOD HELPS PEOPLE LIVE WELL AND DO GOOD. We reach an informed, influential audience: highly educated, upwardly-mobile decision makers. Through beautiful design and powerful storytelling, GOOD brings an engaging and active take on topics that matter helping our audience understand the world so they can improve it. We bring together an influential and engaged community of creators, makers, leaders, and entrepreneurs hungry to push the world forward. Educated: 84% Have a BA degree (40% have a Masters!) Self Starters: 18% Are entrepreneurs Upwardly Mobile: 50% Earn more than $75k Call the shots: 50% Are key decision makers at work Concious Consumers: 97% Believe a corporation s commitment to social responsibility matters 12.

13 THANK YOU!! IN THIS CRAZY WORLD, YOUR STORIES AND VIDEOS GIVE ME HOPE FOR OUR FUTURE!!!! Megan S. October, 2016 on Facebook 13.

14 TALK TO US: 14.