U R L I R L D I G I T A L C O N T E N T I N A

D I S T R I B U T E D W O R L D

@ R E F I N E R Y 2 9

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“ R E A D I N G M A K E S M E S M A RT E R . R E A D I N G G I V E S M E

S O M E T H I N G TO TA L K A B O U T L AT E R O N . R E A D I N G I S

T H E U N B E L I E VA B LY H E A LT H Y WAY M Y AT T E N T I O N

D E F I C I T D I S O R D E R M E D I C AT E S I T S E L F. R E A D I N G I S

E S C A P E , A N D T H E O P P O S I T E O F E S C A P E …”

—Nora Ephron

C O N T E N T S E R V E S M A N Y P U R P O S E S …

& C O M E S I N M A N Y F O R M S

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O BV I O U S P O I N T : W E A R E L I V I N G I N A D I S T R I B U T E D W O R L D

5 7 5 M M O N T H LY C O N T E N T V I E W S AC RO S S P L AT F O R M S & A RO U N D T H E W O R L D

U N I T E D K I N G D O M

G E R M A N Y

C A N A DA

A S I A

& B E YO N D !

S O C I A L D I S T R I B U T I O N G L O B A L

55

A CONCEPT BORN OF THE INTERNET: On Nov. 9, Teresa Shook, a grandmother in Hawaii, created a Facebook event

invit ing fr iends to march on Washington in protest of Donald Trump’s election. A the same time, a range of similar

Facebook events were popping up across the Internet. Suddenly, thousands of women across the country were signing up to

march. And this rapidly morphed into a national movement.

CASE STUDY: THE WOMEN’S MARCH

6

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B E F O R E T H E M A RC H : A D I G I TA L E X P E R I E N C E

ON SITE

1 Service: How To…

2 Answers To Questions

3 Downloadable Art

4 Essays & Commentary

ON SOCIAL

1 Sharable Video

2 Facebook Albums

3 Instagram Stories & Posts

77

CONTENT COMING TO LIFE: 3 VIDEOS + 1 LIVE STREAM, 2M+ VIEWS

m

We worked with thought

leaders, celebrities, and

activists, to give people a

clear view of not just how

they participate, but also,

what happens next. This is

an essential touchpoint for

our mission, and it’s the kind

of content that activates

meaningful peer-to-peer

sharing.

WHY IT

WORKED

JANUARY 19 2017

A Former Obama Staffer Makes A Very

Good Point About The Women’s March

Footer Here

8 Inspiring Human Beings On How To

Make The Next 4 Years Matter

JANUARY 19 2017 1 8 K E N G AG E D M I N U T E S

6 35 K A RT I C L E

V I E W S

99

LEADING WITH VISUALS: We showed up, we marched, we wrote and

talked and shared about it, and we made protest ar t that made its

way around the globe—from NYC to London to Kosovo. CASE STUDY: THE WOMEN’S MARCH

800 i n f l u e n c e r p o s t s

t a g g i n g @ r e f i n e r y 2 9 i n m a r c h c o v e r a g e .

300K e n g a g e d

m i n u t e s o n s i t e

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D U R I N G T H E M A RC H : A N I R L E X P E R I E N C E

8 0 0 I N F L U E N C E R

P O S T S

F R O M N Y — > S U N D A N C E — >

K O S O V O

3 3 . 2 K L I K E S

5 9 . 8 K L I K E S

2 B U S E S , 1 1 0 R 2 9 E R S

6 0 0 P R E S S O U T L E T S . 1 B + I M P R E S S I O N S

ON-THE-GROUND COVERAGED.C. BOUND BUSES ART TRAVELS THE GLOBE

BRAND ALIGNMENT

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11

MERCH AUDIENCE DEV

• Brands are more and more likely

in today’s environment to want

to align with mission-driven

platforms, rather than doing

transactional deals. (See: Every

ad at the Super Bowl.)

PARTNERSHIPS

W O M E N ’ S M A RC H ( & W O M E N ’ S I SS U E S ) : T H E B U S I N E SS C A S E

• On International Women’s Day,

we’re partnering with Keds to

bring our art from the women’s

march to life, working with

TicTail Market to host a pop-up.

• In previous months, 2-3% of our

consumption on site is driven by

news and politics coverage. In

January, that number went up

to 17%—which is all additive

audience.

• Advertisers aren’t the only ones

seeking out a space to tell

powerful stories in line with our

mission. Platforms like

Facebook, Tumblr, and Snap are

sending the same signals.