case study: "how to create & distribute meaningful content that connects with your target...

Intel Confidential — Do Not Forward

How to Create and Distribute Meaningful Content

Neda Stoll, Sr. Marketing Manager, Intel

Chris Schreiber, VP of Marketing and Communications, Sharethrough

Key Modern Media Trends

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Feed-based Media

Meaningful Content

The Meaningful Content Movement

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The Feed is the New Design Standard

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Intel IQ

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The Rise of the Feed

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In-Feed Advertising Requires Content

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RecoWidgets

Paid Search

PromotedListings Custom

In-FeedIAB

“Native”

STX: Sharethrough In-Feed Exchange

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Brand Content Distribution 227 Million Total US Reach

Intel and Sharethrough’s Visions Interrelate

• Intel: To connect & enrich the lives of everyone on earth.

• Sharethrough: To build a modern Internet that is monetized with meaningful brand content.

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Meaningful Content: Intel For Change

• 66 Million girls not in school

• 33 Million fewer girls in school than boys

• 50% of sexual assaults happen to girls under age of 15

• Country GDP increases with more girls in school

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Intel & Education

• Intel believes education is a fundamental right for everyone, and that educating girls and women and providing them the opportunities to succeed will break the cycle of generational poverty.

• Intel Foundation invests $100 M a year in education

• 3 million volunteer hours around the globe

• 60 countries

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Marketing Campaign - Intel for Change

Campaign focused on supporting passionate young people in spreading awareness of the critical barriers to girls’ education

around the globe and driving action to address these gaps.

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Intel for Change Program Education – Inspiration - Action

• In-Country Learning Journeys:

• Intel for Change Community:

• Opportunities to Take Action:

• Calls to Action:

• Join the Community: www.IntelforChange.com

• Spread the Word: #IntelforChange

• Stay Connected: @Intelinvolved

ECUADOR

INDIA

KENYA

Intel Confidential – Do Not Forward

Target Audience & Marketing Objectives

Target Audience:

Student millennial in the US; opportunities to engage broader millennial audience globally as we scale

Marketing Objectives:

Increase emotional bond with target by driving awareness of Intel’s commitment to girls’ education

Increase “Likeability” of Intel

Build awareness of Intel’s commitment to changing the world for the better

Raise awareness for issues impacting girls’ and women’s education & inspire action to address the gaps

Intel Confidential – Do Not Forward

Intel For Change: Content Overview

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Powerful content that seeks to empower women from every corner of the globe to gain education and take action.

Video Highlight

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Intel For Change: Campaign Performance

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Strong Mobile Engagement • Mobile engagement rate >13%

above high end of STR benchmark (1.23%)

• 18% higher engagement rate

than campaigns with similar content and objectives

Headline Optimization • Optimized toward best performing headlines to increase

engagement • Headlines that mentioned the name of the country showed

superior performance (237% higher on desktop, 80% Mobile)

Content Strategy

Strategy

• Follow IFC Ambassadors (IFCA) as focal point through a 4-part journey:

• Document the journey

• Leverage coverage of social influencers

• Use the Intel Mentors as spokespeople

• Cross promote

Tone & Branding

• Real-to-life

• Authentic

• Culturally reflective

• A little bit edgy

Intel Confidential — Do Not Forward