EVOLVE REACH 157M 141M 89M 54M 41M MONTHLY UNIQUES UNIQUE VISITORS
TOTALLYHER PORTFOLIO A UNIQUE PLATFORM AUDIENCE: Almost 50% of our total audience are Moms (25+million) 55+ Million Unique Monthly Users Largest LGBT community MULTICULTURAL Scale EDITORIAL STRENGHTS: Largest online beauty presence Ecommerce Partnership with Amazon 43% SOCIAL GROWTH YOY across TotallyHer Largest online Review, Ratings & product advocacy
WITH A NETWORK OF 150+ PARTNER SITES TOTALLYHER PORTFOLIO EVERYTHING SHE LOVES WITH A NETWORK OF 150+ PARTNER SITES
TOTALLYHER PORTFOLIO WHO IS SHE? With an audience of 55+ Million engaged women, TotallyHer represents everything a woman loves, combining the diversified scale of a magazine publishing house, with the innovation of a tech-savvy digital media publisher.
TOTALLYHER PORTFOLIO SHE IS A MOM Momtastic.com: 2015 Omma Award Winner for Best Parenting Site on the Web Two-thirds Of TotallyHer’s Total Unique Visitors Are Moms Momtastic Audience of 25+ Million Engaged Moms She is 45% More Likely To Agree “I Am The First Among My Friends To Own/ Buy / Use The Latest Products comScore Plan Metrix July 2015 Media: TotallyHer Portfolio
TOTALLYHER PORTFOLIO SHE IS DIVERSE A GROWING PRESENCE WITHIN THE MULTICULTURAL AND HISPANIC COMMUNITIES SCRIPT: Momtastic Latina organically integrates brands into a content-rich environment geared directly towards Hispanic Americans Total Beauty’s Beauty w/out Boundries helps to bring the multicultural audience to the forefront 560% growth since launch 1.1 MM unique visitors Multicultural beauty lineup Diverse editorial
#BEAUTIFULMOMENTS CAMPAIGN
SCRIPT: #beautifulmoments is a call to action. A movement. A way to deeply appreciate the little things. Being present and enjoying beautiful moments is not just a gift moms give themselves, but what they as providers give their family when they are truly in the moment. Tell story of Jen and atti looking into Argie’s room every moment and capturing that beautiful moment – or Schiller – you got a story about capturing beautiful moments with your kids?
#BeautifulMoments is a movement ignited via thoughtful editorial alignment, custom content, and extensive social promotion. All content in this program will feature a pre-approved product tie in with a call to action to take part in life’s #BeautifulMoments. #beautifulmoments is an always-on content program that marries editorial alignment to make an emotional connection with readers, while also gifting them the utility to be more present through custom articles, rich media, partnerships, product advocacy and social amplification, catching fire across Instagram and Pinterest.
#BEAUTIFULMOMENTS PROGRAM OVERVIEW SOCIAL AMPLIFICATION EDITORIAL CONTENT ALIGNMENT RICH MEDIA SHUTTERFLY CONTEST PRODUCT ADVOCACY & SAMPLING AMAZON CONTENT LICENSING
TOTALLYHER PORTFOLIO ALIGN WITH POWERFUL VOICES TotallyHer has relationships with amazing powerful advocates, editors and contributors who have relationships with our brands and can spread L’Oreal’s brand messaging to their large audience of engaged women who fit Garnier’s target demo. DAWN DAVIS ANNA PULLEY STACY KEIBLER Editorial Beauty Director, TotalBeauty.com Author, Editor, Sex Columnist, Social Guru and Friend of AfterEllen.com Actress, model, mom, lifestyle expert and editorial contributor for Momtastic.Com
#BEAUTIFULMOMENTS TOTALLYHER CONTENT HALLOWEEN/FALL MOTHERS DAY APRIL MAY AUGUST OCT / NOV DECEMBER SCRIPT: to help give you an idea of the genre of content we imagine will bring this program to life and resonate with TotallyHer readers, we have mapped out a few high-level concepts with our editors and influencers during key time periods. SPRING RENEWAL HOLIDAY BACK-TO-SCHOOL
#BEAUTIFULMOMENTS MOMTASTIC CAPTURES EVERY WOMAN’S BEAUTIFUL MOMENTS APRIL 2016 MAY 2016 AUG 2016 Spring Renewal Genius Tips & Tricks for Keeping Colored Hair Bright 8 Brilliant Spring Break Staycation Ideas That Cost Next-to-Nothing Mother’s Day Beauty After Baby: How I Took Care of All My New Gray Hair 10 Gifts New Moms Really Want this Mother's Day Back to School How to Fix Your Entire Family’s Summer- Damaged Hair 10 Easy Ways to Put Up Your Hair OCT 2016 NOV / DEC 2016 Momtastic Editorial Examples Halloween / Fall 5 Ultra-Moisturizing Beauty Products You’ll Love this Fall Adorable Halloween Hairdos for Both Parents & Kids Holiday 8 Ways You’re Ruining Your Hair in the Winter (& What to Do) 15 Simple Holiday Traditions to Start with Your Family this Year CAPTURING EVERY WOMAN’S BEAUTIFUL MOMENTS
#BEAUTIFULMOMENTS TOTAL BEAUTY CAPTURES EVERY WOMAN’S BEAUTIFUL MOMENTS APRIL 2016 MAY 2016 AUG 2016 Spring Renewal 5 Styling Tricks That’ll Make You Feel Like You’ve Got a New Haircut How to Spring Clean Your Hair Products Mother’s Day Time-Saving Hair Hacks for Busy Moms The Best Hair Advice We’ve Ever Gotten From Our Moms Back to School Hair Hydration Secrets for Youthful, Hair 10 Ways to Shave Minutes off Your Morning Routine — OCT 2016 NOV / DEC 2016 Total Beauty Editorial Examples Halloween / Fall Is Your Hair Ready for Colder Weather? Halloween “Costumes” You Can Create By Switching Up Your Hairstyle Holiday 10 Ways to Feel Totally Zen This Holiday Season Holiday Party Hairstyles That Take 10 Minutes or Less CAPTURING EVERY WOMAN’S BEAUTIFUL MOMENTS
#BEAUTIFULMOMENTS AFTER ELLEN CAPTURES EVERY WOMAN’S BEAUTIFUL MOMENTS APRIL 2016 MAY 2016 AUG 2016 Spring Renewal Celesbian LGBT Moms Feature Quotes from them on being a working mom and making time for themselves Mother’s Day How to celebrate Mothers’ Day when there’s two women of the house Our Favorite On-Screen Gay Moms Back to School Trying a New ‘Do: A New Style in time for September Back-to-school brands that are LGBT Friendly OCT 2016 NOV / DEC 2016 After Ellen Editorial Examples Halloween / Fall Headwear: Keep your head warm but looking cool Halloween: Cool Halloween looks for you and the family Holiday The Best Gifts A Lesbian Mom Could Ask For: A Guide to What She Wants Right Now The Most Inspiring Gay Moms To Follow on Instagram CAPTURING EVERY WOMAN’S BEAUTIFUL MOMENTS
Custom Content Licensing #BEAUTIFULMOMENTS SCALE & DISTRIBUTION Photo-contest in partnership with RICH-MEDIA SCALE Instagram Program Pinterest Integration To help to distribute and scale this program across our robust content platform, TotallyHer will create a tactical deployment, tapping into our biggest strengths: Rich Media (click plus sign to go directly to Rich Media Slide) Social Scale (click plus sign to go directly to social Slide) 3rd Party Partnerships (click plus sign to go to Shutterfly slide) Custom Content Licensing with Amazong (click plus sign to go to Amazon Slide) Product advocacy – sampling & reviews (click plus sign to go to sampling/reviews slide) Custom Content Licensing Product Reviews & Sampling
#BEAUTIFULMOMENTS RICH-MEDIA SCALE Evolve Media’s in-house design studio can elevate the Garnier brand through custom video solutions, native content, and distribution through our proprietary suite of products, Content IQ. INSPIRATION BOARD SOCIAL MOSAIC OVERLAY ANIMATED OVERLAY SCRIPT: Here is a snapshot of some of the high-impact media opportunities through Evolve. We have a ton of other amazing executions that we can bring to the table here, including custom video solutions, native content integrations, and amazing distribution through our proprietary suite of products – Content IQ. Rich media overlay curating shareable and engaging user-generated content that expands from a 728x90 High impact branded execution with auto-initiated animation, greeting users as they arrive to the site Pinnable tiled imagery featuring brand products, image reveal, and shopping tips
#BEAUTIFULMOMENTS SOCIAL MOVEMENT 78% of moms spend time on social media. TotallyHer will bring socially-savvy women together to share their #BeautifulMoments, allowing moms to step into the picture, rather than observing it from behind the scenes. Content will include a call-to-action encouraging women to post their #beautifulmoments during key holidays SCRIPT: Kids just returned back to school, and I don’t know about you, but my Facebook, Instagram, twitter and Pinterest feeds were overloaded with images of my friends children. So now, imagine harnessing those key moments, back-to-school, mothers day, Halloween, where you and your friends are constantly capturing images of your children on social media, but this time, we add the custom #beautifulmoments, and suddenly not only are people sharing those moments of their lives, but they are creating user generated content for L'Oréal, fueling this #beautifulmoments movement and creating something even bigger – spreading the love for their families and allowing others to get a peak into their busy lives and their #beautifulmoments that they don’t always get to be a part of. #beautifulmoments are a beautiful thing to share… ivan *Source: Edison Research, 2014
#BEAUTIFULMOMENTS TOTALLYHER & SHUTTERFLY TotallyHer will amplify Shutterfly’s partnership with L'Oréal by creating a #BeautifulMoments @ThisLife photo contest, asking women and their families, to upload a photo that represent being in a beautiful moment, and enjoying this life while they live it. SCRIPT: TotallyHer will help to amplify shutterfly’s partnership with L'Oréal by creating a #beautifulmoments #thislife photo contest, asking women and/or their kids, to upload a photo that represent being IN a beautiful moment with family and enjoy #thisLife by being present. Grand prize winner will receive a family portrait by a famous photographer with stylists/beauty/hair/makeup etc. the day of, PLUS a family weekend getaway, so they can not only enjoy the beautifulmoments in the present, but create beautifulmoments they can remember forever.
#BEAUTIFULMOMENTS AMAZON PARTNERSHIP To develop trust between consumers and Garnier, Total Beauty will create custom content, tapping into our relationship with Amazon.com, bringing our expertise on products and reviews to the forefront. How-to to Reverse Summer-Fried Hair Just in Time For Back-to-School 22 Braids to Start Your Spring Hair Fling SCRIPT: To bring Garnier’s amazon partnership to the next level, totallyher and total beauty will create custom content that will live on Garnier’s amazon purchase page, bringing total beauty’s expertise on products, reviews and editorial content to the forefront – engaging users and readers alike and creating an element of trust between our content and Garnier products 7 Best Hairstyles From Our Fave Holiday Films
#BEAUTIFULMOMENTS PRODUCT ADVOCACY With the largest product review community on the web, Total Beauty marries trusted editorial with authentic advice creating advocacy for Garnier products. PRODUCT REVIEWS PRODUCT SAMPLING SCRIPT: PRODUCT REVIEWS: Outreach to target 50-100 reviewers in Garniers Demo Top product reviews showcased via infographics and within a content gallery roundup Click to buy functionality will drive consumers online to purchase Series promoted across Evolve’s portfolio of relevant sites, and via social media channels Top product reviews showcased via infographics and within a content gallery roundup Click to buy functionality will drive consumers online to purchase Series promoted across Evolve’s portfolio of relevant sites, and via social media channels Outreach to target 50-100 reviewers in Garnier’s Demo
APPENDIX
TOTALLYHER PORTFOLIO SHE IS BEAUTY-OBSESSED Moms 25-49 154 193 COMP INDEX COMP INDEX Spend up to $200 on bath and beauty products (last 30 days) Buy beauty products online (last 6 months) 156 166 COMP INDEX COMP INDEX Change brands often for sake of variety/novelty Like to try new things SCRIPT: WE COMP VERY HIGH amongst our beauty-obsessed audience – they spend on beauty products, they search online for beauty products, they are interested in trying new products and rely on social media to find recommendations on products. 193 INDEX: buy beauty products online 161 INDEX: buy hair care products online 190 INDEX: search for hair care products online 161 190 COMP INDEX COMP INDEX Search for hair care products online (last 6 months) Buy hair care products online (last 6 moths) 156 COMP INDEX Visit social media sites to make recommendations comScore Plan Metrix July 2015 Media: TotallyHer Portfolio
TOTALLYHER PORTFOLIO SHE IS MULTICULTURAL Multicultural Audience Engagement 9.2M Unique Visitors 85M Total Views 31% Reach of the Total Internet Audience 8 Minute Average Minutes per Visitor
TOTALLYHER PORTFOLIO SHE IS LGBT 217 Index: #1 To shop retail online but buy offline 138 Index: Post to Social Media Sites to Recommend/Suggest 161 Index: House Hold Income $100K 185 Index: #1 To post to Social Media Sites Daily #1 LGBT Audience 597K monthly Uniques 317K+ social followers Largest LGBT community online through AE & affiliates autostraddle.com and the seattle lesbian Source: comScore, Media Metrix – Multiplatform Q3 2015, Plan Metrix – PC Only Q2 2015; Social Count, Q3 2015 Demo: Total Audience. Media: AfterEllen.com/Autostraddle.com/TotallyLGBT