Presented by Valerie Brown

"The Value of a brand is the difference they make in people's lives"     

- Sir Richard Branson​

20% of brands worldwide are seen to have meaningfully impact 

people's lives - Havas Media Group​

1

Vanity

3

Information

A digital destination for a generation that's obsessed with everything

Brand Architecture

Obsev.com

Shandy Media Introduces

Visual Identity

Custom/Unified Web Font for Articles

Product Inspiration

Bullet Points

Sucked in

Add to Queue

Continuous Scroll

Control and Cross-Promotion

Filter Content 

Control and Cross-Promotion

Related Content 

Brand Voice

Opinionated but not negative 

Casual, cool, authentic to millennial slang

Informal, conversational 

Mixes in abbreviations when appropriate, omg, lol, fml, ttyl, wtf

Professional but Witty

Enthusiastic...we are Obsev

Content Strategy

Growing Our Audience. Defining our brand

Who is Obsev for Entertainment?

Obsev Entertainment

• We're Obsev, pop culture is our life. Our entertainment content keeps you "So, in the know" 
• Content Strategy 
  • Growth: Create original stories and cover breaking news to bring in new Kendall's. SEO is crucial. 
  • Retention: Speak with authority, leverage our access, prioritizing exclusives and branding us as a source
  • Cover what she shares: What's Hot, Nostalgia, What's valuable and personal, integrating nostalgia
• Style/Voice 
  • Opinionated, positive and enthusiastic - she's telling you everything you need to know
• Events & Red Carpets 
  • Focus on events and celebs relevant to Millennnials
  • Add "Red Carpet" to entertainment navigation to reinforce branding
• Video
  • ​​Obsev Channel - Pop Culture Hub/Roundup  
  • ​Hollyscoop: Celebrity focus, ensures that you are so in the know, covering what everyone is talking about
  • The Lowdown - Intimate Conversations, our access

So, in the know

She's Kendall

She only follows brands and people that inspire her

Obsev Style

• Obsev Style and our video series ModaMob delivers everything you need to know to look good
• Content Strategy - Editorial
  • Growth: Cover what she's looking for - Fashion Inspiration and beauty tips for creating the best selfie's
  • Retention: Her expectations for quality and consistency are high. High contrast photography, valuable content and consistency are required to earn her follow or double-tap
• Video Series: ModaMob
  • Our host is ​personable, pretty, chic, and appeals to the 18-34 Fashionista 
  • She's not reading to you...She brings you into her world with content focused on the individual and tips that make you look good
  • She tells you about what she learns, she's holding your hand "Come on girl" - "I got you" 

Everything you need to know to look good

Insights: Millennials and Food

Millennial foodies consider what they eat as entertainment and self-expression

They want to Look Good Eating 

He's INK's Michael Voltaggio 

Who is Obsev for Food?

Male and Female Foodies 18-34 

With medium incomes of 45K (Women) and $65K (Men), they aren't yet hosting dinner parties.   

Not Rich, Not Yet Entertaining

Watching Food on YouTube

Obsev for Snacks, Smaller Meals

Millennials watch 30% more food content on YouTube than other demographics

Millennials eat out the most at lunch and tend to eat four smaller meals a day at non-traditional times

What hooks them in?

Information - Impressive things and places to eat 

What brings them back?

Information and techniques that make them sound smarter

#FoodTrucks

#FoodHacks

What do they Share?

Beautiful food porn and impressive finds 

What do they share?

Nostalgia and smart facts that make them look for for finding it first 

Obsev Food

• Content Strategy (Editorial) 
  • INFORMED - News & Trends 
  • INSPIRED - Beautiful end edible food porn
  • ENTERTAINED - Aggregate: Surface great viral content in the style of REDDIT and FoodBeast.com
• Channel: The Savory
  • ​Connecting Young Millennials to accessible food, dining out, hacks, tips, techniques, the starter kitchen
• Primary Needs: Kitchen and Rich, Original Photography - Freelance food photographer and full time photographer (Company) and volume (Contributors)

Obsev Food: From food porn to restaurant guides, we serve what you should be eating right now 

Obsev Food

• Food News
  • From Umami Burger/Shake Shack coming to LA or Taco Bell and Uber announcing a delivery service, millennials want to know about it​
• Dining on a budget​​
• Techniques (How to eat and prepare like an expert) 
  • Classic drinks and original recipes for the pot luck and house party
  • Basics Guide; How to eat Sushi properly
• Regional
  • Create city guides timed with big events for the cool food cities and work with marketing on stunt weeks 
    • LA, Austin (SXSW), Chicago, NY, SF
    • Food Trucks 
• ​​Trends 
  • ​Gluten Free, Paleo, Vegan - Category pages for food trends with relevant content stemming from this and addressing what's next ​

Informed

Obsev Food

Inspired

• Link-Friendly Content 
  • Best New Chefs "30 under 30", The Best YouTube Food Shows/YouTube Chefs, Gluten-Free Restaurants by city, are all links that will help our SEO and overall site traffic
• Lunch and Snacks and not just dinner 
  • Integrate Nostalgia and their favorite brands and only what's relevant to Millennials - In N' Out, Trader Joe's, 
  • Speak with authority about techniques and things we feel they should know about - Hottest food shows, rising star chefs, making the best old fashioned 
• Millennial Events
  • ​Cinco de Mayo, Oktoberfest, July 4th, Cook Out's, Birthday's (Where to celebrate) - Mother's Day "How to impress Mom and be the favorite child" 

Entertained...Aggregate and surface viral content 

Entertained...Aggregate and surface viral content 

Previous stories in line with the new brand

Previous stories in line with the new brand

Next Steps 

• Editorial: Immediate shift to new content strategy and activation of contributors for Obsev  
• Marketing: Branding and Product action items toward launch early June 
• Marketing sourcing photography resources for short and long term needs

Who is Obsev for Sports?

He's 18-34 and a sports junkie who crushes on his idols

What hooks him in?

Breaking News, Must See Moments that go viral

What brings them back?

Credibility, News, Opinion and Personality

What do they share?

Breaking News 

Must See

Funny

Obsev Sports

• Content Strategy 
  • Sports is all news, personality and opinion. Short Term: We can gain with personality but being early  wins
  • Timely and Original
    • Sites such as Bleacher Report  get traffic from syndicated partners such as CNN who pick up original and timely content
  • Being a source builds credibility, what interviews can we push for?
• What can we own?
  • A focus on young sports Phenoms, the people they admire and want to see
• Video Series: The Fumble
  • ​​Obsev Series & Sports - People and teams we Obsev over, Young Phenoms, Millennial focus & relevancy
  • The Fumble - The highlights, plays, our personalities for a broader Millennial audience

Sound like you know your shit - "For the F-ing Know it all Millennial Sports Junkie

• Visual Design (March)
  • Product Development Launched, working logos, colors, fonts delivered, launch on staging 4/15
  • Obsev Logo Exploration (Review in house designs - Friday) External Designer Engaged, complete 4/10
  • Hollyscoop Logo Development, delivered 3/18-19
  • Final brand copy and taglines
• Launch Plan (April)
  • Soft Launch/testing - Late April - Official Launch June 3
  • Official Launch - Confirm date and launch event 
  • Teaser Campaign
  • Media Kit development announcing site to ad community 
  • Sizzle Reel
  • Launch with exclusive interview  (Content Stunt)
    • Teaser: Rank the most Obsev Stars, honoring #1
    • Kylie interviews Kendall

Marketing Roadmap