LOUI4I2 PLAY OF THE WEEK PREMIUM VIDEO
HIGH PERFORMANCE IN ACTION THE ART OF THE SCHMOOZE
ISSUE 01 | SUMMER 2014 | Q2
SPECI EDITIOAL N ENT THE ERTAIN ISSUEMENT
IS THIS THE DEATH OF POWERPOINT?
WAYS TO GET RICH
HOLLYWOOD finding success one deal at a time
ENTERTAINMENT VERTICAL SPECIAL EDITION
Lawenda’s Play of the Week
THE ART OF THE DEAL
Entertainment products are a risky bet. Nine out of ten movies and television shows fail to make their money back. But if they can find an audience, the sky’s the limit. Facebook is increasingly part of that audience equation.
typical Facebook Entertainment CP and CSM could never be called normal. This is the vertical of dreams, coming to work in bowler hats, and literally walking on walls. Such is a day in the life of our US GMS special edition Play of the Week team located in New York, Austin, MPK and Los Angeles, California. What people may not know is that the Entertainment Team is on fire. Hyper disciplined, and working off of detailed 30/60/90 day plans, team members prepare for each client meeting armed with easy-to-understand value propositions, case studies, objection positioning, and a deep understanding of the client’s business. Result? Double-digit growth YoY, shifting TV and DR budgets, and a new confidence amongst the team that anything is possible when you plan the work, and work the plan.
Sub-Vertical Hyper Growth 210% TO GOAL Media & Publishing’s CP Brian Neal and CSM John Smolen have done an amazing job convincing clients in this historically late to the game business area of the value of Facebook.
NBC Network & Netflix PREMIUM VIDEO
Answers.com, a SMB referral at the end of Q4, has grown with the help of prioritized tools and education that has propelled the account to go from just under $2M in 2013 to $10.5M YTD
Entertainment’s Dave Yang, Emily Kinniard, and Jack Wiese convinced NBC to becoming the first television network to use autoplay video ads to promote their midseason shows And as Netflix shifted their strategy to establishing their brand and doubling down on original content, the Streaming team of Business Lead Mike Rooney & CSM Tom O’Reilly worked closely with the client to prove that Facebook is an invaluable brand building tool. Netflix ran Premium Auto Play Video for the second season of Orange is the New Black, reaching over 18 million people in their target demo (Females 21-49) and driving over six million video views in one day.
Jib Jab 7220% YoY GROWTH
CUSTOM AUDIENCES VERIFIED EVENTS
Our Live Events team (CP Ashley Bradbury & CSM Amelia Rossi) partnered with the Public Content and Platform Partnership teams to create and execute a first-of-its-kind deal with Live Nation for Beyoncé and Jay Z’s “On the Run Tour.” The team paired Reach & Frequency campaigns with Custom Audiences to maximize reach and drive efficient retargeting. It was also the first concert to use Facebook’s new Verified Events product, making it easier for fans to discover and buy tickets on Facebook. Not only was this the Live Nation’s largest investment in Facebook to-date, we received the commitment to move budget from other channels for upcoming promotions of the tour.
Jib Jab is a digital entertainment publisher that specializes in personalized e-cards. By building a strategy that delivered significant activity for Jib Jab’s holiday tentpoles, the team has proved that Facebook is Jib Jab’s most valuable marketing channel and secured over $1.3M this quarter for 7220% YOY growth!
Home Entertainment MAI Unit
Wesley Mitchell has demonstrated McGuyverlike skill by leveraging the MAI ad unit to drive direct sales of home entertainment via iTunes. This initiative will generate $2M+ dollars (28% of his pod’s revenue) this quarter from advertisers such as Warner Bros, Universal Pictures and Sony Pictures.
THE POWER PITCH: TRAINING IN ACTION I
THE ENTIRE TEAM IS USING A CLIENT-FIRST APPROACH TO CONVERSATIONS WITH OUR PARTNERS, LEADING WITH CLEAR BUSINESS CHALLENGES, AND PROVIDING RELEVANT PROOF POINTS. THE RESULTS HAVE BEEN IMMEDIATE. CP RACHEL ELAM USED THE FOUR POINT PITCH WITH TOUGH MUDDER TO SECURE THEIR FIRST EVER BRANDING TEST WITH US. THIS IS HUGE CONSIDERING THE CATEGORY HAS BEEN EXCLUSIVELY DR FOR AS LONG AS THEY’VE RUN ON FACEBOOK. MUSIC CP KEVIN CARR USED THE POWER PITCH FRAMEWORK WHEN MEETING WITH THE CMO OF SIRIUS XM, RESULTING IN THEIR ACCELERATING A PARTNERSHIP WITH DATALOGIX, AND TAKING THE FIRST STEPS TOWARDS A COMPREHENSIVE, CLOSED LOOP MEASUREMENT STUDY THAT WILL ALLOW US TO PROVE OUR VALUE AGAINST THEIR LARGEST MEDIA CHANNEL, DIRECT MAIL.
SPOTLIGHT US GMS
Celebrating creative excellence / Facebook Studio Awards
Facebook GOLD AWARD WINNER
Saatchi & Saatchi / Toyota Norway
Driving a hybrid has a positive environmental effect, and the owners are proud of this. So rather than having car salesmen persuade new buyers, Toyota let the hybrid owners themselves lend a hand by being recruited as brand ambassadors. There was a huge interest generated, with over one-third of Nowegians remembering the campaign, and 60% of the Facebook traffic to Toyota’s website coming from mobile devices.
Facebook BLUE AWARD WINNER
Drogas / Newcastle Brown Ale
As the ‘No Bollocks’ beer brand, Newcastle Brown Ale is dedicated to refreshing honesty in a beer category rife with gimmicks and over-promises. Featuring actress Anna Kendrick and football legend Keyshawn Johnson, Newcastle introduced the world to a series of teasers, storyboards, focus groups, and behind-the-scenes footage of the greatest Big Game ad that never was.
Facebook SILVER AWARD WINNER VML / Wendy’s
Wendy’s wanted to drive more sales of its Bacon Portabella Melt on Brioche product by overcoming one particular hurdle: many people were too embarrassed to order it because they didn’t know how to pronounce it. In the end, “brioche” was demystified, and more importantly, people were ordering it in droves. In fact, national sales of the limited-time-only sandwich exceeded goals each week.
Facebook @ Cannes From June 15-20, the Facebook Team will be Canne Lions, the world’s biggest celebration of creativity in communications. We believe being part of Cannes is important to deepen our relationships with advertisers and agencies, to celebrate great creative happening on Facebook, and to highlight the latest creative solutions we’re enabling marketers to leverage with Facebook.