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 @johnwise
2. 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.
3. Objective:
Jackthreads was looking to reach young male web savvy consumers:
Introduce The Brand
Drive sign ups
Drive Sales
Build Brand Loyalty
4. About Revision3
• 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:
Anywhere Any Device
Anytime Any Service
5. Unique In-Show Sponsorship Model
•
• Minimal Clutter/High SOV Around Sponsor Messaging
• Trusted Hosts Deliver Sponsorship Message Within the Show
Interlaced with graphical/video assets
Sponsorship is integrated to become
part of the content
Leverage strong connection between
the hosts and the audience
6. Unmatched Performance
• The Benefit of “Earned” media
• Control and targeting of “Paid” media.
7. 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
• TheJackThreads message was personalized for each
show and as such, more relevant to the show viewers
8. 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
10. 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!
11. 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
16. New Media Consumer
• Abandoning traditional TV
• Hyper-connected users
• On demand lifestyle
• Influential Opinion Leaders
17. Laser Target Your Core Audience
Traditional Model: Revision3 Model:
Shotgun Mass Media Approach Low Budget & Target Approach
(High cost, low return) (Low cost, higher return)
$$$ $
Broad Reach Target Audience
VS.
Target Audience Broad Reach
18. Reaching an Elusive Audience
78.1% - Have some college or higher education* 73% - Male
81.4% - Spend more time with Internet/Digital 70% - 12-34
content than TV content.*
51% - 18-34
Sources: Comscore, March 2012; *Revision3 Viewer Survey, summer 2010
19. Best Seat in the House
49% Watch on a PC/Mac in a window
66% WatchscreenPC/Mac
in full
on a
Watch on a
28% TV or large
display
40% Watch on a
Mobile
Device
Editor's Notes
Experts instead of Actors
When the message is delivered by the hosts of the shows (Trusted Sources), it is more relevant to the viewers. Ultimately delivering the value of “Earned” media with the control and efficiency of “Paid” media.
Leveraged the social influence of our Show Hosts to deliver the message