Preface�

Project Assignment: “V8 loved your [previously designed] magazine ad. Now, they want you to extend the campaign into the social/digital world. The end result of this project will be a PowerPoint presentation and executions appropriate to your chosen platform.” While most students chose social platforms such as Facebook or Instagram, my partner and I recognized that the future of digital advertising lies in branded content. Our target audience was urban Millennial women who desire relatable advertising and content. Man Repeller was the ideal platform, as this audience already trusts your unique voice and niche. This strategy had never been discussed in class, so we had to define it for our classmates.

V8 x �Man Repeller.�Branded Content for a Digital, Cross-Media Platform

October 19, 2016ISC 331.002Madison ElderLauren Kowalski

What the Hell is “Branded Content?”�

Definition: Sweet spot between the platform’s voice and the brand’s story.

Key Points:�-  Est. Digital Platforms become

pseudo-agencies that build original content

-  Brand hands the brief to the Platform

-  Relationship depends on platform

-  Tell stories about brand and unrelated topics that will draw readers

Their Platform

Your Brand

[unique audience, authenticity, �credibility, it’s storytelling]�

Yeah, but how does it work at MR?�Man Repeller retains editorial control of all content across all platforms – no editing allowed

-  Called

“Collaborations” and #MRPartners

-  All media is

disclosed as being a collaboration.

-  “It means we say

no a lot”

How much does branded content cost?�

“Kick CPM to the curb: Cost-per-view is the future of branded content pricing”

Who does Man Repeller reach?�

10 million monthly page views

#MRPartner Commandments�

(1)  Knoweth Thy Audience (2)  Createth a Tight Brief (3)  Pre-weed out the fluff

Avoid, Avoid, Avoid.�

(1)  If thy doubteth it, don’t pursueth it. (2)  “Ignorance is the curse of God” (3)  THOU SHALL NOT micro-manage

(4)  Fluff

Executions

(1)  Article� This digital piece focuses on a Man Repeller team member who loves

fabulous grandmothers, and is using V8 to become more like one. She lists 10 habits readers can instill in their lives.

(1)  Digital Spot� This scene shows exaggerated French women who could be

grandmothers. They are discussing Paris Fashion Week using the kind of dialogue that is stereotypical of the fashion industry. They are being competitive, as French women are perceived to be (Powell, H., 2006) over how to de-stress. When Marie orders a V8, the women are aghast: how un-French and un-Fashion of her.

Confident in her choice, she shuts the conversation off using a French slang phrase popular among young people, “Ah ça va pète un coup.” (Violette_fr, 2016) Now, not only has she broken from her group’s rituals by drinking V8, she is also talking differently.

Article�

Article Copy�

We all know it, grandmothers have a particular way of existence and living that we all envy. They just seem to follow a separate zeitgeist. It may be their affinity for generous amounts of 20 year old perfume, their cat fur, their no-shame fashion sense or their confidence. It may be the look in their eyes behind those “vintage” glasses that may or may not actually be brand new. (Your guess as to which is as good as mine.) One thing’s for sure, no matter what you call them, G-Mas are cool. And I’ve always dreamed of finally reaching this peak of womanhood.

I began to notice the symptoms of “Early Onset Grandmotherhood.” To fully embrace this blessing, I have taken on ten habits of some of the best Memaws out there. Their no-shame, authentic approach to life honestly sheds light on things we can all do. Here are the ten habits I am embracing that can help you become the ultimate Nana. (Not included: that one Jell-O recipe, you know the one.)

First thing in the morning, the expert Gigi pops her pills with a chilled glass of V8, because she likes not having to worry about getting nutrients the rest of the day. … She finishes off strong with the classic, timeless, oh so 50’s Bloody Mary. Made, of course, with V8.

Digital �Spot�

ResourcesImageofIrisApfelinExecu4on1:h8ps://www.mercedes-benz.com/wp-content/uploads/sites/3/2015/09/Iris_Apfel_header-1280x698.jpgImagesdescribingMRanditsaudienceh8p://www.manrepeller.com/what-is-man-repellerImagedescribing“Collabora4ons”atMRh8ps://www.instagram.com/explore/tags/mrpartner/BrandCollabora4ons–ManRepeller.(n.d.)RetrievedOctober19,2016,fromh8p://www.manrepeller.com/brand-collabora4onsCallahan,A.(n.d.).What’sinastory?Aglasshalf-fullviewofbrandedcontentcrea4onfromtheCoca-Colacompany.RetrievedOctober18,2016,fromh8p://ragantraining.com/video/whats-story-glass-half-full-view-branded-content-crea4on-coca-cola-companyManning,C.(2015,June08).ManRepeller’sLeandraMedineisLiterallyTurningDownMoneyLe^andRight.RetrievedOctober17,2016,fromh8p://www.cosmopolitan.com/style-beauty/fashion/a40075/man-repeller-leandra-medine-internets-most-fascina4ng/Part1:KickCPMtothecurb:Cost-Per-ViewistheFutureofBrandedContentPricing(June2016).RetrievedOctober17,2016,fromh8p://polar.me/blog/2016/6/6/kick-cpm-to-the-curb-cost-per-view-is-the-future-of-branded-content-pricingPowell,H.(2006,November28).AllYouNeedtoBeImpossiblyFrench:AWi8yInves4ga4onintotheLives,Lusts,andLi8leSecretsofFrenchWomen.RetrievedApril3,2017,fromh8ps://books.google.com/books?id=2TdvGy3UxbIC&pg=PT76&dq=french+women+compe44ve&hl=en&sa=X&ved=0ahUKEwi0v_mq2IjTAhUJ6YMKHe6ACb8Q6AEIJzAC#v=onepage&q=compe44ve&f=falseViole8e_fr(2016,September13).JustFart!.RetrievedApril3,2017,fromh8ps://www.youtube.com/watch?v=fmyyP4UfVPU