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ABOUT ! A COLLECTION OF ENTERTAINMENT PUBLICISTS, ONLINE STRATEGISTS, DESIGNERS, ARTIST AND INFLUENCERS The Society Group (LA / UK) has overseen digital strategy campaigns and PR for clients and brands including Paula Abdul, comedian Adam Carolla, author Tim Ferriss, Random House, HSN, Comedy Central, and the NFL Network. CEO, Alexander Ali opened his PR firm in 2007 at the age of 27 with only one client, comedian Adam Carolla. In one year, Alexander helped Adam take a podcast no one knew about and turn it into the Guinness World Record for “Most Downloaded Podcast” and the #1 podcast on iTunes. All by using his digital contacts from his blogging days. Since 2010, The Society Group has secured four NY Times Bestsellers including, Tim Ferriss’ “The 4 Hour Chef” (Amazon Publishing), Demetri Martin’s “This Is A Book” & “Point Your Face At This” (Grand Central) and Adam Carolla’s “In Fifty Years We’ll All Be Chicks” (Random House). Today, Society Group has offices in LA and the UK, over 20 employees, and their newest division, Werk Digital, creates and launches branded mobile apps for celebrities and companies. www.SocietyGroup.biz 310.991.6368

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CLIENT: TIM FERRISS entrepreneur, angel investor, public speaker, and author of “The 4 Hour Workweek”, “The 4 Hour Body”, & “The 4 Hour Chef” all NY Times Bestsellers. OBJECTIVE: Make Tim’s newest book his 3rd NY bestseller through online incentives. STRATEGY: We teamed up with Tim to offer the 1st half of the book for free via one of the world’s largest downloading websites torrentz.com. The tactic resulted in over 500,000

clicks and 25,000 book sales. In addition, we motivated fans with a tied incentive program to purchase 5, 10, 20, 50, 100 books 3 months before the on sale date. The call to action was publicized online through websites like Reddit, and Huffington Post. RESULT: Tim Ferriss hit the top 10 on the NY Times Bestseller list, making it his 3rd NY Times Bestseller in a row.

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CLIENT: NFL Network OBJECTIVE: Start A #PuntersArePeopleToo Movement. STRATEGY: When we saw a catch phrase from NFL Network’s face RICH EISEN gain speed on Twitter during the 2012 NFL Combine we knew the joke could go viral. We teased t-shirts and a hashtag, carefully seeding the shirts to punters throughout the NFL. After The Ravens championed the cause for their punter, the shirts became a cult phenomenon and every punter was photographed with one. Soon fans ordered the shirts then posted their photo to “join the movement” of solidarity. RESULT: The Ravens ended up winning that glorious Super Bowl, and we ended up selling over 30,000 t-shirts, generating over 100,000 tweets, and even getting on screen mentions on rival ESPN.


CLIENT: ADAM CAROLLA, Comedian / Podcast King OBJECTIVE: Increase subscribers to his daily podcast by launching his first ever iOS and Android app. STRATEGY: First, we claimed the Guinness World Record for Adam to create a bigger reason than just an app to approach media outlets. Second, we built a campaign to incentives fans to spread the word about the app & record through email and social media using their very own unique URL. The person who refered the most email signups for the app won a beer with Adam in Los Angeles. RESULT: The Guinness World Record for “Most Downloaded Podcast� in the World taken from Ricky Gervais, 50,000+ emails captured, and an increase in subscribers from 200,000 per day to 300,000 per day from the use of his new app.


CLIENT: Paula Abdul OBJECTIVE: Increase her following by finding a new audience. STRATEGY: To show a relatable part of Paula’s life to her fans. One night, watching Scandal at Paula’s home we were eating junk food and gasping over the plot and thought there’s a bunch of your fans doing this right now. We created our own hashtag #Scandul a play on ABC’s #Scandal that was currently chirping and gave fans live reaction photos during the broadcast. RESULT: ABC Family contacted us directly to be a part of our live #Scandul tweets, increased Paula’s following by 20,000 new fans to 2.4 million. We sent signed t-shirts all over the country to fans and found a new social friend in ABC.



The Society Group : case studies