Conan 2011: Beardpocalypse Programming Stunt
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The 'beardpocalypse' campaign achieved significant reach, hitting 71% of US viewers aged 18-49 with over 800 million paid media impressions on Facebook and a notable digital engagement. The campaign included multiple promotional videos and achieved high conversion rates, particularly on social media leading to a trending topic on Twitter. Overall, the first week after the campaign showcased a substantial increase in viewership and engagement compared to prior weeks.
![Executive Summary
• Heavy campaign push hitting 71% US 18-49s 13.6 times:
• 11 on-air spot and graphic elements
• 6 pre-premiere beard videos on teamcoco.com
• Heavy TV presence on Turner nets, Spot TV & Spot Cable
• Over 800 million Facebook paid media impressions
• Successful digital conversation and traffic
• FB media drove 495k pre-premiere clicks to beard content on teamcoco.com
• 7 million total page views 4/18 - 5/3 on teamcoco.com
• 139k likes of beard content (FB media drove 90%)
• Twitter worldwide trending topic for 45 minutes the night of 5/2
• 5/2 showed significant growth in 18-49 delivery (+26%) vs. prior 4
• More tune-in (55%) than prior 4 avg (41%)
• 33% of Monday’s viewers did not watch CONAN in prior 4
• Target market increase (+69%) outperformed non-target market increase (+44%) vs.
prior 4 week average
• Viewers of prior 4 weeks who did NOT watch 5/2 were watching DVRed programs
(7.4%), Family Guy on [adult swim] (4.5%) and NBA Lakers/Mavericks (3.7%)](https://image.slidesharecdn.com/conanbeardpocalypserecapforlinkedin-150102185902-conversion-gate02/85/Conan-2011-Beardpocalypse-Programming-Stunt-2-320.jpg)
![Delivery & tune-in
Monday's telecast showed significant growth in P18-49 delivery against
heavy competition while the rest of the week did not see much of a bump
More people tuned in for Monday’s telecast than the prior 4 Mondays
P18-49 (000)
Verses Prior 4 Week
Daily Average
Competition (18-49s)
1123 +26%
- Mavericks/Lakers (3.9m)
- FG on [adult swim] (1.5m & 1.8m)
- Daily/Colbert (1.4m & 1.1m)
637 +6%
- Grizzlies/Thunder (2.9m)
- FG on [adult swim] (1.6m & 1.8m)
- Daily/Colbert (1.1m & 862k)
533 -22%
- Mavericks/Lakers (4.2m)
- FG on [adult swim] (1.6m & 1.6m)
- Daily/Colbert (1.3m & 942k)
629 -9%
- FG on [adult swim] (1.7m & 1.7m)
- Daily/Colbert (1.1m & 738k)
Source: Multitrak, Live+SD, CONAN 11p PRs 3/28-5/5/11, P18-49 average delivery
WEDNESDAY
THURSDAY
TUESDAY
MONDAY
% tuned-in % from lead-in
55% 45%
41% 59%
MONDAY, 5/2
PRIOR 4 MONDAYS
Source: Nielsen NPower, Live, 5/2/11, Prior 4 Weeks based on 3/38-4/24/11, Source and Destination Report, % of P18-49 who were
watching TBS at 10:52p who also watched CONAN at 11:06p.](https://image.slidesharecdn.com/conanbeardpocalypserecapforlinkedin-150102185902-conversion-gate02/85/Conan-2011-Beardpocalypse-Programming-Stunt-21-320.jpg)
Conan 2011: Beardpocalypse Programming Stunt
- 2. Executive Summary • Heavy campaign push hitting 71% US 18-49s 13.6 times: • 11 on-air spot and graphic elements • 6 pre-premiere beard videos on teamcoco.com • Heavy TV presence on Turner nets, Spot TV & Spot Cable • Over 800 million Facebook paid media impressions • Successful digital conversation and traffic • FB media drove 495k pre-premiere clicks to beard content on teamcoco.com • 7 million total page views 4/18 - 5/3 on teamcoco.com • 139k likes of beard content (FB media drove 90%) • Twitter worldwide trending topic for 45 minutes the night of 5/2 • 5/2 showed significant growth in 18-49 delivery (+26%) vs. prior 4 • More tune-in (55%) than prior 4 avg (41%) • 33% of Monday’s viewers did not watch CONAN in prior 4 • Target market increase (+69%) outperformed non-target market increase (+44%) vs. prior 4 week average • Viewers of prior 4 weeks who did NOT watch 5/2 were watching DVRed programs (7.4%), Family Guy on [adult swim] (4.5%) and NBA Lakers/Mavericks (3.7%)
- 3. On-Air Elements • 4/19: threat #1 watercooler donut spot airs • 4/20: threat #2 watercooler donut spot airs • 4/21: threat #3 watercooler donut spot airs • 4/22: Beard Hype dated stunt spot starts
- 4. On-Air Elements • 4/25: Beard Mirror dated stunt spot starts • 4/29: graphics w/date & hashtag starts • 4/29: TBS bug w/date & hashtag starts • 4/29: hashtag versions of mirror & hype spots start
- 5. On-Air Elements • 5/2: DVR message in Atl/Chi & Dal/Lakers NBA games • 5/2: Very Funny Alert graphic starts • 5/2: hypertopical spot airs 10p - 11p • 5/2: hashtag TBS bug airs in-show
- 7. Teamcoco.com -- Video #1 Will Ferrell Threatens To Shave Conan’s Beard • Released Mon 4/18 • Top Performing Day: Tuesday 4/19 • 18,462 video streams • 53,008 unique visitors • 58,759 page views • Conversion: 35% (streams/uniques) • Top 3rd Party Referrer: • Typed/Bookmarked – 52% • Facebook 42% • Digg.com – 3% Platform Statistics Total Page Views: 144K Total Streams: 54,615 Total Streams: 53, 631 Click-through: 115,415 Likes: 29,412 Impressions: 141MM Source: Omniture
- 8. Teamcoco.com -- Video #2 Will Returns With A Warning • Released Tues 4/19 • Top Performing Day – Wed 4/20 • 13,348 video streams • 34,248 unique visitors • 38,230 page views • Conversion: 39% (streams/uniques) • Top 3rd Party Referrer: • Typed/Bookmarked – 81% • Facebook – 16% • Reddit.com – 2% Platforms Statistics Total Page Views: 93,426 Total Streams: 43,562 Click-through: 76,570 Likes: 21,248 Impressions: 129MM @Teamcoco Tweet 4/20 Source: Omniture
- 9. Teamcoco.com -- Video #3 Will Ferrell Shaving Threat • Released Wed 4/20 • Top Performing Day: Thur 4/21 • 11,567 video streams • 21,792 unique visitors • 24,494 page views • Conversion: 39% (streams/uniques) • Top 3rd Party Referrer: • Typed/Bookmarked – 74% • Facebook – 20% • Google – 3% Platforms Statistics Total Page Views: 78,847 Total Streams: 38,179 Click-through: 64,010 Likes: 21,304 Impressions: 82MM @Teamcoco Tweet 4/21 Source: Omniture
- 10. Teamcoco.com -- Video #4 Will Ferrell Wants To See Conan Smooth • Released Thur 4/21 • Top Performing Day: Tues 4/26 • 9,234 video streams (4/26=top streams) • 9,839 unique visitors (4/22=top uniques, 11K) • 11,066 page views (4/22=top page views, 12K) • Conversion: 94% (streams/uniques) • Top 3rd Party Referrer: • Typed/Bookmarked – 76% • Facebook – 22% • Google – 1% Platforms Statistics Total Page Views: 55,018 Total Streams: 52,087 Total Streams: 43,074 Click-through: 46,189 Likes: 27,135 Impressions: 55MM @Teamcoco Tweet 4/22 Source: Omniture
- 11. Teamcoco.com -- Video #5 Beardpocalypse Promo • Released Mon 4/25 • Top Performing Day: Mon 4/25 • 14,893 video streams • 7,852 unique visitors • 8,874 page views • Conversion: 190% (streams/uniques) • Top 3rd Party Referrer: • Typed/Bookmarked – 68% • Facebook – 29% • Twitter – 2% Platforms Statistics Total Page Views: 28,749 Total Streams: 30,337 Click-through: 21,025 Likes: 11,905 Impressions: 30MM @Teamcoco Tweet 4/25 Source: Omniture
- 12. Teamcoco.com -- Video #6 Mirror Promo • Released Thur 4/28 • Top Performing Day: Mon 5/2 • 26,266 Video streams • 21,837 unique visitors (4/28=top visitors, 35K) • 24,123 page views (4/28=top page views, 39K) • Conversion: 120 % (streams/uniques) • Top 3rd Party Referrer: • Facebook – 48%, • Typed/Bookmarked – 45% • Google - 4% Platforms Statistics Total Page Views: 93,946 Total Streams: 91,517 Click-through: 99,089 Likes: 18,884 Impressions: 219MM @Teamcoco Tweet 4/28 Source: Omniture
- 13. Teamcoco.com -- Show Clips Will Ferrell To Conan’s Daughter Sneak Peek • Released Mon 5/2 • Top Performing Day: • Mon 5/2: 15,007 streams • Top 3rd Party Referrer: • Typed/Bookmarked – 57% • Facebook – 30% • Twitter – 11% Platforms Statistics Total Streams: 21,452 Click-through: 13,607 Likes: N/A Impressions: 45MM @Teamcoco Tweet 5/2 Source: Omniture
- 14. Teamcoco.com -- Show Clips Will Ferrell Interview • Released Tues 5/3 • Top Performing Day: Tues 5/3 • 46,297 video streams*** • 20,954 unique visitors • 24,502 page views • Conversion: 221% (streams/uniques) • Top 3rd Party Referrer: • Typed/Bookmarked – 77% • Reddit – 13% • Facebook – 6% Platforms Statistics Total Page Views: 24,502 Total Streams: 46,297 Source: Omniture ***Reflects video streams across the blog post and the Team Coco video section. Streams accumulated across two separate locations within the site.
- 15. Teamcoco.com -- Show Clips Will & His Razor Come To Shave Conan • Released Tues 5/3 • Top Performing Day: Tues 5/3 • 39,899 video streams • 17,176 unique visitors • 19,851 page views • Conversion: 201% (streams/uniques) • Top 3rd Party Referrer: • Typed/Bookmarked – 64% • Facebook – 17% • Google – 6% Platforms Statistics Total Views: 17,176 Total Streams: 39,899 @Teamcoco Tweet 5/3 Source: Omniture
- 16. Teamcoco.com Highlights From Monday 4/18 – Tuesday 5/3 • Total Page Views: 7.0M • Average Unique Visitors: 110K (from 4/18-5/3) • Strongest Performance: Tuesday May 3rd Daily Unique Visitors
- 17. Social Media Highlights Overview: Conversation Across Facebook & Twitter Source: Scout Labs and Moxie Live SOURCES CONVERSATION THEMES: APRIL 17 – May 3 4/19: Day after video of Will Ferrell emerges threatening to shave Conan’s beard. Picked up by media outlets and spread via tweets and Facebook 4/20: Will Ferrell surprises Conan with a warning 4/21: Will Ferrell serious about shaving thread video 4/22: Will Ferrell wants to see Conan “Smooth” video 4/26: Beardpocalypse photoshop contest 5/2: Conan O’Brien gets his beard shaved 5/3: Post-shaved beard conversations
- 18. Social Media Twitter 44 75 370 3123 4525 15007 4053 5028 13006 245 2987 20269 0 5000 10000 15000 20000 25000 5/1/2011 5/2/2011 5/3/2011 TeamCoco Conan Will Ferrell #Beardpocalypse #Beardpocalypse Trended Worldwide – 5/2 • More than 20K mentions vs. 2K for Jon Stewart • #conanreturns – 11/8: 31K mentions • #livecococoam – 10/20-10/21: 45K mentions • 10.7% Engagement vs. 1-3% Twitter Engagement Average
- 19. Social Media Facebook • Drove over 139K likes of Will Ferrell Content on Teamcoco.com. •Facebook Paid Media was responsible for 90% of the all the likes on Beardpocalypse content. •Delivered over 800MM impressions with Tune-in and drove 494K clicks to Teamcoco.com
- 20. National Reach/Frequency Turner TV: • 35.5% A18-49 • 3.69 frequency Off-channel TV: • 8.98% A18-49 • 1.36 frequency Digital media: • 51.58% A18-49 • 16 frequency Total campaign: • 71.07% A18-49 • 13.61 frequency
- 21. Delivery & tune-in Monday's telecast showed significant growth in P18-49 delivery against heavy competition while the rest of the week did not see much of a bump More people tuned in for Monday’s telecast than the prior 4 Mondays P18-49 (000) Verses Prior 4 Week Daily Average Competition (18-49s) 1123 +26% - Mavericks/Lakers (3.9m) - FG on [adult swim] (1.5m & 1.8m) - Daily/Colbert (1.4m & 1.1m) 637 +6% - Grizzlies/Thunder (2.9m) - FG on [adult swim] (1.6m & 1.8m) - Daily/Colbert (1.1m & 862k) 533 -22% - Mavericks/Lakers (4.2m) - FG on [adult swim] (1.6m & 1.6m) - Daily/Colbert (1.3m & 942k) 629 -9% - FG on [adult swim] (1.7m & 1.7m) - Daily/Colbert (1.1m & 738k) Source: Multitrak, Live+SD, CONAN 11p PRs 3/28-5/5/11, P18-49 average delivery WEDNESDAY THURSDAY TUESDAY MONDAY % tuned-in % from lead-in 55% 45% 41% 59% MONDAY, 5/2 PRIOR 4 MONDAYS Source: Nielsen NPower, Live, 5/2/11, Prior 4 Weeks based on 3/38-4/24/11, Source and Destination Report, % of P18-49 who were watching TBS at 10:52p who also watched CONAN at 11:06p.