cosmopolitan magazine digital video + strategy presentation
DESCRIPTION
For our capstone masters project we were tasked with creating digital video assets that Cosmopolitan Magazine could sell to advertisers. Our particular group was given the 'Beauty' and 'Healthy Lifestyle' categories to focus our efforts on. Focusing on Cosmo's mantra of FUN.FEARLESS.FEMALE onto both beauty and healthy lifestyle, we decided to shift the mentality from "it's easy and you can do it" to one of, "it's hard but YOU can do it". From there, we emphasized to the client why digital video is the single most important factor in their success moving forward before reminding them that the trust their readership has in the Cosmo brand is the single most valuable asset they have, and will continue to have, as long as they provide the content their demographic wants to see, where they want to see it. The creative ideas we pitched to the client included: "Seen On" Cosmo A video make-up tutorial that shows how to achieve a certain look. This is opposed to the standard —read: written — make-up tutorial. Many of our research respondents told us they felt stupid because they couldn't always figure out how to physically apply the make-up they read about. COSMO fit mobile app A mobile app that included workout videos, audio articles, water reminders, an in-house social network, social media extensions, shopping lists, and more.TRANSCRIPT
Theissue
ART DIRECTORCarlos Pérez
www.carlosbleu.com
ACCOUNT MANAGERTaylor Lockhart-Lang
@taylocklang
SOCIAL MEDIA SPECIALISTEdmée Jorge@edmeejorge
CHIEF FEARLESS OFFICERMegan Blaich
www.meganblaich.com
CHIEF FUN SPECIALISTJoshua [email protected]
““THE FACT IS, SOMETIMES IT’S HARD TO WALK IN A SINGLE
WOMAN’S SHOES. THAT’S WHY WE NEED REALLY SPECIAL ONES NOW AND THEN _ TO MAKE THE WALK A
LITTLE MORE FUN._ CARRIE BRADSHAW, SEX AND THE CITY
FUN. FEARLESS. FEMALE.
“A PROFESSIONAL RECOMMENDATION WITH A VOICE OF A FRIEND”
- JACK DORSAY, FOUNDER OF TWITTER
IS A PARTNER
‘It’s easy, you can do it’
‘It’s hard, but YOU can do it’
A SITUATION ANALYSIS OF
COSMOPOLITAN’S CURRENT
POSITIONING AND APPEAL TO
ADVERTISERS
How massive is this digital opportunity?
Cosmo’s Appeal
Transform Digital Reach into Digital Revenue
Digital video will be more popular than social media by 2017
SIXTEEN FOLD
340,000
users spend 88% more time
68% share on social media
85%more likely to purchase
LOL
win omg
cute
geek
ytra
shy fail
wtf
‘Are You Competitive Enough?’
‘Are You Competitive Enough?’
‘Are You Competitive Enough?’
‘Are You Competitive Enough?’
‘Are You Competitive Enough?’
‘Are You Competitive Enough?’
Text
‘Are You Competitive Enough?’
‘Are You Competitive Enough?’
TRUST
QA&EXCLUSIVEINTERVIEW
Cristina
7 WAYS
TO GET
YOUR TARGET
AUDIENCE
Creative briefs for creating advertising assets that appeal to Cosmo’s target audience and advertisers
7 WAYS
TO GET
YOUR TARGET
AUDIENCE
Creative briefs for creating advertising assets that appeal to Cosmo’s target audience and advertisers
ADVERTISERS
Makeup How-To Videos That’ll Get Your
Audience Selfie Ready! A sensational new video asset
with a social media extension that’ll
�NHHS�\RXU�UHDGHUV�ÁDZOHVVO\�DSSOLHG
fake lashes glued to the screen!
‘SEEN ON’ COSMO
SOCIAL MEDIA
EXTENSION
Healthy Lifestyle
Healthy Lifestyle
Healthy Lifestyle
Introducing the
New Cosmo Health
& Fitness App
FEATURES
IS A PARTNER
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