Conquering Europe: Geographical Expansion in Nuanced, Independent Media Ecosystems. March 2019, Milan.

1. ANDREA SCOTTI CALDERINI
CEO & CO-FOUNDER, FREEDA MEDIA
CONQUERING EUROPE: GEOGRAPHICAL EXPANSION
IN NUANCED, INDEPENDENT MEDIA ECOSYSTEMS.

2. SCENARIO
EVERYBODY SAYS
MEDIA PUBLISHERS
ARE IN CRISIS…

3. TOP-DOWN
APPROACH
TRADITIONAL
ADV MODELS
HEAVY COST
STRUCTURE
OVER
MARKET
VALUE

4. HOW TO CREATE A
SUSTAINABLE
MEDIA BRAND?

5. SOCIAL FIRST
DISTRIBUTION
APPROACH
DIFFERENTIATED
REVENUE
MODEL
LISTEN AND
UNDERSTAND
PEOPLE

6. LISTEN AND UNDERSTAND
PEOPLE: WHY?

7. NEW GENERATIONS SEEK
BRANDS WHO EMBODY
THEIR VALUES

8. 80%
PREFER TO BUY FROM A
BRAND THAT SHARES
THEIR VALUES
83%
OF CONSUMERS AGREE
THAT THEY HAVE MORE
POWER THAN EVER
BEFORE
Source: Edelman

9. THEY WANT TO BE
LISTENED TO

10. 64%
OF CONSUMERS
WORLDWIDE BUY BASED
ON THEIR BELIEFS
80%
ARE WILLING TO SHARE
DATA WITH BRANDS IF THEY
FEEL THE OUTCOME
WILL BE A BETTER
PRODUCT/EXPERIENCE
Source: Edelman

11. SOCIAL FIRST
DISTRIBUTION
APPROACH…

12. +11 hrs ~30%
Time spent engaging
with/connected to social
media platforms
Daily hours spent listening,
watching, or generally
interacting with media.
Source: Nielsen / GlobalWebIndex
THE IMPORTANCE OF MEDIA AND
SOCIAL PLATFORMS

13. SOCIAL MEDIA IS THE FIRST DRIVER OF INFLUENCE
ON CONSUMERS…
Source: BCG
1. Includes Social Media, Blogs & Influencers..
Magazines
Store windows
Brand websites
Word of Mouth
TV & Movies
Events
Celebrities
Seen Worn
Social Media
& Influencers
11%
13%
20%
20%
24%
32%
34%
39%
50%
Social Media
& Influencers
Brand websites
Store windows
Word of Mouth
Magazines
TV & Movies
Events
Seen Worn
Celebrities 13%
14%
14%
20%
22%
22%
27%
31%
39%
2013 2017
11%
39%

14. 70%
8%
22%
AND THIS HAS A DIRECT CORRELATION ON SALES…
SALES OF PERSONAL LUXURY GOODS WORLDWIDE - € 254B MARKET
Source: Euromonitor / Forrester / McKinsey
Apparel, footwear, accessories, jewelry and watches, leather goods, beauty and perfumes
70%
8%
22%
Pure offline sales
Online sales
Sales influenced by online
~80%
INFLUENCED
BY ONLINE

15. Source: Instagram
CHANEL VALENTINO LOUIS VUITTON BALMAIN
700
#48.800.000 #24.140.000
4.890 1.970 3.660
#25.380.000 #5.690.000
Official
posts
Mentions
AND, ON SOCIAL MEDIA, CONSUMERS
BECOME AMBASSADORS…

16. DIFFERENTIATED
REVENUE MODELS…

17. 3,8%
8,8%
22,1%
37,2%
4,1%
6,8%
21,8%
38,2%
2018 2019
2018 2019 2020
151,3B
129,3B
108,6B 107,1B109,5B
114,8B
TRADITIONAL ONLINE
WHILE DIGITAL ADVERTISING WILL SURPASS TRADITIONAL,
THE ONLINE INDUSTRY IS IN THE HANDS OF A FEW…
Source: e-Marketer, 2019 - USD
~72%
FOUR
PLAYERS

18. 0B
4B
8B
12B
16B
20B
GERMANY FRANCE ITALY SPAIN
1,7B
2,5B
3,8B
5,5B
3,9B
5,6B
7,4B
12,1B
TRADITIONAL DIGITAL
MARKET
AND GREAT SPACE OF GROWTH FOR DIGITAL MARKETING
IN STRATEGIC EUROPEAN MARKETS
Source: Statista - EUR
31%
34%
30%
30%

19. STILL, THERE’S BIG OPPORTUNITY
IN WHAT THEY DON’T SELL…
Real Engage-
ment Qualitative
Content&

20. BUT WE CAN LOOK AT IT
FROM A DIFFERENT
ANGLE…

21. 100%
90,3%88%
99,3%
84,6%
98,5%
ADVERTISING TRANSACTIONS / SUBSCRIPTION
TOP REVENUE SOURCES PERCENT FOR TOTAL REVENUE (Q2 2018)
SNAPCHAT TWITTER AMAZON SPOTIFY NETFLIX
Source: “When Advertising Isn’t Enough”, a16z
BUSINESS MODELS WE KNOW IN WESTERN COUNTRIES
ARE 1 OF 2 MODELS - EYEBALL VS WALLET
FACEBOOK

22. WHILE ASIAN COMPANIES…
TENCENT H1 2018 REVENUE DISTRIBUTION
PAYMENTS &
OTHER FEES
$ 5.4B
ADVERTISING
$ 3.8B
VAS - GAMING
$ 8.4B
VAS - SOCIAL
NETWORKS
$ 5.4B
23,8%
36,7%
22,7%
16,8%
27BTOTAL REV.
Source: “When Advertising Isn’t Enough”, a16z

23. SO BY LEVERAGING THE MEDIA
EXPERTISE THERE ARE POTENTIAL
MARKETS THAT CAN BE ADDRESSED
WITH A DTC APPROACH…

24. FMCG
15TRN
Market by 2025
PERSONAL
LUXURY GOODS
~350B
Market by 2025
Source: Nielsen / GlobalWebIndex
BEAUTY &
PERSONAL CARE
700B
Market by 2025
Source: Euromonitor / Bain / Allied Market Research

25. THE MEDIA BRAND FOR ENTIRE
GENERATIONS OF WOMEN
Credits: Rosaline Shahnavaz

26. MISSION
SPREAD REAL WOMEN
STORIES TO INSPIRE
POSITIVE CHANGE

28. HUMAN
INSPIRED.
We challenge ourselves
constantly based
on their feedback.
CREATIVITY
DRIVEN.
We create everyday
to bring them the
unexpected.
MODEL
SOCIAL
FIRST.
We start from those
platforms where
they spend most
of their time.

29. COMMUNITY
18%
15%
67%
Italy
Spain
Latam
COMMUNITY
+4M
TOTAL
AGE & GEOGRAPHIES
IN 2 YEARS WE BUILT A RELEVANT COMMUNITY
Source: Facebook Graph API
40%
35%
5%
13-17 YO
18-24 YO
25-34 YO
+35 YO
40% UNDER 25 YO
80%
UNDER
35 YO
94%
WOMEN
REACH
AVG.
MONTHLY
REACH
+40M
WOMEN

30. THAT PROVED TO BE ONE OF THE MOST ENGAGED
FEMALE COMMUNITY WORLDWIDE
ENGAGEMENT
Data as of 31st January 2019 - Source: Crowdtangle
VS. US FEMALE MEDIA COMPANIES
RATERANK INTERACTIONS
6.
981,068 0.74%
2,500,595 0.73%
7.
1,706,881 0.75%
2. 6,538,362 0.35%
1.
3.
4.
5.
8.
9.
10.
9,624,886
2,532,612
2,468,445
1,398,413
1,319,793
1,262,106
3.89%
0.59%
0.97%
0.51%
1.62%
0.38%
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
14.06M
12.98M
10.50M
9,624,886
3,111,954
2,757,956
1,782,850
917,663
0.49%
0.75%
0.38%
0.97%
3.89%
0,89%
3.88%
2.49%
0.49%
VS. MEDIA & LIFESTYLE BRANDS
RATEINTERACTIONSRANK
727,704 1.90%
12.17M

31. WHAT ARE THE KEY
ELEMENTS TO SCALE
FOR FREEDA?

32. GLOBAL MINDSET
BUT LOCAL APPROACH
Credits: Ashley Armitage

33. 1.30%
ER ON REACH
1.49%
ER ON REACH
ITALY
SPAIN
+5.7M
VIDEO VIEWS
+1.2M
VIDEO VIEWS
SAME FORMAT, DIFFERENT COUNTRIES,
SAME PERFORMANCES…

34. FIND THE BEST
PEOPLE
Credits: Ashley Armitage

35. 0,00%
0,28%
0,55%
0,83%
1,10%
feb-17 lug-17 dic-17 mag-18 ott-18
ER ON REACH
DOUBLED SINCE
WE STARTED
PUBLISHING
ER ON REACH - VIDEO
CONTENT OPTIMIZATION

36. BEING A RISK TAKER,
SCALING FAST AND
EXPANDING TO NEW
COUNTRIES
Credits: Ashley Armitage

37. apr-18 may-18 jun-18 jul-18 aug-18 sept-18 oct-18 nov-18 dec-18 jan-19 feb-19
LAUNCH
SPAIN - FB/IG
500K FWS
ON FB
STARTING
MONETIZATION
+1.4M
COMMUNITY
10 PEOPLE
TEAM
40 PEOPLE
TEAM
500K FWS
ON IG
WE ALREADY PROVED
HOW TO SCALE IT

38. BEING ON THE RADAR IN LESS
THAN ONE YEAR…
ENGAGEMENT
Data as of 31st January 2019 - Source: Crowdtangle
VS. US FEMALE MEDIA COMPANIES
RATERANK INTERACTIONS
6. 1,842,609 2.97%
2,500,567 0.73%
7. 1,706,881 0.75%
2. 6,538,362 0.35%
1.
3.
4.
5.
8.
9.
10.
9,624,886
2,531,612
2,468,445
1,398,413
1,319,793
1,262,106
3.89%
0.59%
0.97%
0.51%
1.62%
0.38%
ITA
SPA
1,842,609 2.97%SPA
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
14.06M
12.98M
10.50M
9,624,886
3,111,954
1,782,850
917,663
0.49%
0.75%
0.38%
0.97%
3.89%
0,89%
2.49%
0.49%
VS. MEDIA & LIFESTYLE BRANDS
RATEINTERACTIONSRANK
12.17M
ITA
2,757,956 3.88%

39. FREEDA IS THE BEST
PARTNER FOR BRANDS
AND ORGANIZATIONS
THAT WANT TO SPEAK
TO MILLENNIALS AND
GEN Z WOMEN
PREMIUM
AUDIENCE
PLATFORM
KNOWLEDGE
PREMIUM
CONTENT

40. BUILD THE
RELEVANCY
CREATE
CONNECTION
& ENGAGEMENT
c
c
DRIVE
BUSINESS
RESULTS

41. WE LOOK
FORWARD TO TURN
OUR COMMUNITY
INTO ACTUAL
CUSTOMERS…

42. THANKS!