Experience with Youth Marketing

Prepared for Five Below

Voted Best Small/Mid-Sized Ad Agency in the US for six years
by the American Association of Advertising Agencies.
March 5, 2014
1
OVERVIEW
This provides some examples of DeVito/Verdis experience targeting and
developing effective communications toward the teen and young adult
markets.
Please review these cases on the slides that follow:
! Kohls Department Stores Hauls of Fame
! Seventeen Magazine
! eCampus.com
! Kohls Department Stores Healthy Text 4 Teens
! Kohls Department Stores KIDZ BOP
! Gildan Activewear Brand Creation
! Gildan Activewear Ink Master Sponsorship
! Gildan Activewear Vikings Programming Sponsorship
! Legal Sea Foods Restaurants Gumball Machine
! Radio Youth Marketing
! New York Institute of Technology
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HAULS OF FAME

Shop to Win Spring 2012 marketing program: An integrated, national
campaign to increase engagement and capitalize on the shopping haul
video phenomenon seen on YouTube.

Hauls of Fame contest: Consumers were invited to create and submit their
own personal haul video.

Hauls of Fame contest landing page (See celebrity personal haul videos on
enclosed DVD.): Visitors could view each athletes haul video directly on
Facebook for inspiration.




Case : Kohls Department Stores
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HAULS OF FAME
















Click here to view Kohls hauls: http://view.vzaar.com/1525184/video
CASE STUDY:
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CASE STUDY:
Facebook
Promotion
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!"#$ &'()*+ ,)-) "$+* #.$*"()( /* 0*1$+ 2*#3#4) 51"66)$7
CASE STUDY:
YouTube
Uploads
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Case : Seventeen Magazine

Seventeen is the magazine for teenagers and has a
strong readership base of 1219 year-old girls.

Our campaign was a B2B effort aimed at securing
Seventeens unique position in the market:

a
publication geared towards inspiring teen girls
providing fashion and romance-oriented content,
while still maintaining their model of promoting
self-condence in young women.

Our work in developing communication had to
reect this mindset of the teenage female target
audience, in a manner unique to the magazine.
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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CASE STUDY:
Magazine
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Case : Kohls Department Stores
KIDZ BOP


The KIDZ BOP compilation albums
feature child session musicians
performing kid-friendly versions
of contemporary top 40 music.

Last year at Kohls when Mom
spent $50.00 she gets a free
KIDZ BOP CD.

On Kohls FB page moms could
like KIDZ BOP 24 sneak
preview and get a 15% SHOP
KIDZ savings pass.



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Case : Kohls Department Stores
KOHLS Healthy Text 4 Teens

Healthy Text was a way for moms
everywhere to give their teens little healthy
reminders throughout the school year.

And when Mom signed her teen up for
Healthy Text, Mom got a Kohls 20% off
Savings Pass.

They got an inspiring and engaging healthy
text every week throughout the school year
on a broad range of health topics.

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Case : Gildan Activewear

Gildan, the global provider of private label activewear, came to us to create
a brand essence and voice for a new line of activewear and underwear,
under the Gildan brand name.

The research identied Millennials as the key target opportunity which led
to our key insight for a long term positioning platform:

Gildan understands me and is NOT the brand of basic apparel
that Mom used to buy for me.

Campaign theme: Gildan: Every Thread Counts

Gildan Magician TV spot: http://devitoverdi.vzaar.me/1525034
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CASE STUDY:
Facebook
Promotion
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Retail
Activation
CASE STUDY:
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CASE STUDY:
Facebook
Promotion
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Facebook
Contest
CASE STUDY:
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Retail Activation
CASE STUDY:
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TWITCH TV SPONSORSHIP

Our sponsorship of Twitch programming
includes online exposure:
! Continuous homepage takeovers at
100% SOV
! Video ads on top of broadcasted/
broadcaster pages
! Gildan-branded clothing on top of
broadcasters

We pick ve Twitch inuencers per
month and have them wear Gildan
clothing for 6 months (provided by
Gildan).

Case : Gildan Activewear

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Case : Gildan Activewear

TWITCH TV @ PAX EAST

To reach the Millennial target we align
Gildan with PAX, one of the biggest
gaming events of the year to maximize
brand exposure during a concentrated time
period.

Online Twitch TV:
! Multiple homepage takeovers at 100%
SOV during the event

At the event:
! Utilize Twitchs presence at PAX to
give away Gildans underwear and
clothing to consumers at the show
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Case : Gildan

INK MASTER SPONSORSHIP

Ink Master is an American reality competition on SpikeTV in which tattoo
artists compete in challenges assessing their tattoo and related artistic
skills.

The program attracts a Millenial audience and is an ideal environment for a
Gildan sponsorship.
! Dedicated Gildan content video was created and is shown on air as well as on
the Ink Master homepage
! Custom billboards promote the video clip
! My Favorite Ink custom vignettes online and cross-platform video/tablet use
! Co-brand activity on SpikeTV and Comedy Central websites
! Twitter/social media promotion



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CASE STUDY:
Video content
Creation
(click to see video)
http://devitoverdi.vzaar.me/1524815
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Cross-platform
CASE STUDY:
Custom billboards
Gildan product/
feature sell
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Case : Gildan

VIKINGS SPONSORSHIP

Vikings is inspired by the tales about the Viking Ragnar Lodbrok, one of
the best-known Norse heroes.

The program is in its second season on The History Channel and indexes
high against Millenials.

The Gildan sponsorship includes advertising on the program, video content
and Most Epic Moments Sweepstakes.

In the promotion, viewers like a scene each week and register for a
chance to win an epic tech prize pack.

! Online Billboards
! Sponsorship Elements Online

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CASE STUDY:
TV Promotion
http://devitoverdi.vzaar.me/1524830

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Case : eCampus.com

eCampus.com had to compete with on- and ofine textbook retailers for
student dollars; on campus college bookstores held a virtual monopoly in
most colleges.

Our challenge was to differentiate eCampus.com from the pack while
encouraging trial.

Key insight: College-age students are the most media-savvy generation
ever, and they tend to be the most jadedthey are deeply suspicious of
the hundreds of online brands crowding their minds.

Positioning: eCAMPUS.com is the Easy, Fast, and Cheap way to buy
textbooks on-line



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CASE STUDY:
TV spots
http://devitoverdi.vzaar.me/1524886
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CASE STUDY:
College Newspapers
/Outdoor
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CASE STUDY:
College Newspapers
/Outdoor
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CASE STUDY:
College Newspapers
/Outdoor
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CASE STUDY:
College Newspapers
/Outdoor
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CASE STUDY:
College Newspapers
/Outdoor
Voted Best Small/Mid-Sized Ad Agency in the US for six years
by the American Association of Advertising Agencies.
CASE STUDY:
College Newspapers
/Outdoor
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CASE STUDY:
Web Banners
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CASE STUDY:
Book Covers
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CASE STUDY:
Book Covers
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Case : New York Institute of Technology

A global, private institution of higher education, NYIT has 13,000
students on campuses in North America, China, the Middle East, and
online. NYIT has pursued its mission to provide career-oriented
professional education that benets the larger world.

When NYIT came to us they faced three key challenges:

#- Lack of overall awareness
#- Lack of credit for being a great school
#- Lack of understanding about the student population

Our marketing efforts target the high school student as well as their
parents in an effort to raise the reputation of the Institute and
consideration for application.

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Print/Outdoor
CASE STUDY:
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CASE STUDY:
Print/Outdoor
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CASE STUDY:
Print/Outdoor
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CASE STUDY:
Print/Outdoor
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Case : New York Institute of Technology

NYiT Search Campaign

Situation: Brand recognition and consideration was at an all time low for
NYiT in the tri-state area. Limited media budgets to target a very hard
to target audience (teenagers 14-18).

Challenge: To increase awareness and interest in potential students
looking for 4 year universities. Success would be measured by open
house attendance, site visits, and increased applications to the university
during main application periods (back to school, Jan, and Aug).

Solution: Created a comprehensive digital eco system to target highly
elusive 14-18 teen target. Optimized channels included Facebook,
Google, Bing, and target websites.

Success: In less than 6 months drove 81,000 new potential leads
(dened as a school visit, request for more info, spent more than 1 page
visit to the site). 25% of new trafc was from potential students who
had never considered NYiT for any program.
NY Times Takeover
NY Times Takeover
NY Times Takeover
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Case : Youth Radio Marketing

The National Association of Broadcasters wanted to enhance the popularity
of the radio medium among teens and young urban adults as a source of
music and variety in the face of intense competitive activity: satellite, iPods,
MP3 players, negative press, etc.

Long-term objective: To increase usage/time spent listening.

Part of our solution was to enlist the help of hip-hop and pop music
celebrities such as Alicia Keys, Ludacris, Nelly, The Game, Rolling Stones,
Madonna, Avril Lavigne, and 20 others, to tell Radios story and convey the
mediums value to young adults. Celebrities gave their time pro-bono to
help the industry.

Radio link: http://view.vzaar.com/1432503/video

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Radio Advertising - Celebrities
! Alicia Keys
! Slash
! John Legend
! Vanessa Williams
! Hoobastank
! The Game
! Avril Lavigne
! 3 Doors Down
! Sum 41
! The Bravery
! Julie Roberts
! Brooke Valentine
! Anna Nalick
! Rob Thomas
! Nelly
! The Rolling Stones
! Madonna
! Ludacris
! Lynyrd Skynyrd
! Brad Paisley
! Mario
! Blue Merie
! Leann Rimes
! LeeAnn Womack
! Kaiser Chiefs
! Good Charlotte #
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CASE STUDY:
Print/Outdoor
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CASE STUDY:
Print/Outdoor
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CASE STUDY:
Print/Outdoor
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CASE STUDY:
Print/Outdoor
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Case : Legal Sea Foods Restaurants
LEGAL SEA FOODS FOURSQUARE-POWERED GUMBALL MACHINE:

As written up in the press, check-ins are the currency of foursquare. They
serve as effective word of mouth advertising and they inuence
recommendations.

To this end, we felt it made sense to entice Legals customers to check in and
offer them some reward to do so in a fun, interactive way,

So we created a gumball machine that sits in the lobby of a restaurant and
each time a customer checked in on foursquare the Check N Chew spat out
a free gumball.

DeVito/Verdis digital group not only conceived of this ideathey actually
built the rst prototype.

Click on link to see video: http://view.vzaar.com/1251565/video

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AGENCY OVERVIEW
! For the past 23 years, we have consistently delivered outstanding creative results.
! Awards include:
! Cannes Gold, Silver and Bronze Lions; ADDYs Best of Show (8 Gold, 3 Silver), ANDY
World Championship; One Show; Clio; Mercury Radio Award; International
Automotive; BMA; Retail Advertising Conference Best of Show Award; Festivals Award
Grand Winner; Pollies Gold and Silver; Voted Best Public Service Agency of the
year; Advertising Age Best Print Ad of the Year; MPA/Kelly Finalist Best Print
Campaign in the country; Midas; American Advertising Association; OBIES; ICON.
! DeVito/Verdi is independently owned by co-founders Ellis Verdi, President, and Sal
DeVito, Executive Creative Director.
! The agency is not afliated with any holding company or larger agency network;
we feel that our independence offers our clients greater accountability and the
highest quality work.
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AGENCY OVERVIEW
DeVito/Verdi is a full-service agency. We have a broad range of core competencies, all
provided by in-house, on-premises staff. These include:
! Strategic Planning and Research
! Account Management
! Creative Services
! Media Planning and Buying
! Print Production
! Social Media
! Direct Response
! Promotions
! Broadcast Production
! Digital Services
! Public Relations
! Design/Collateral
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AGENCY OVERVIEW
We are one of the leading retail agencies in the country. Weve generated
trafc and increased sales for just about every type of retail client and have
helped solve the full range of challenges unique to retail marketers. Ellis Verdi
has long sat on the board of the National Retail Federations marketing division.
Our retail clients have included:
# #
! Mens Wearhouse
! K&G Fashion Superstores
! eCampus.com
! National Thoroughbred Racing Association
! Daffys
! For Eyes Optical
! South Street Seaport
! CarMax Auto Supterstores
! Crown Books
! Acura Dealer Group
! Ofce Depot
! Stein Mart
! Duane Reade Drugstores
! Kohls
! The Sports Authority
! dressbarn
! Macys
! Meijer Stores
! BMW Dealers Association
! Chipotle Mexican Grill
! Jackson Hewitt Tax Service
! Carvel Ice Cream Stores
! Britches Mens Clothing
! Legal Sea Foods Restaurants
! Circuit City
! Hotwire.com
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WE HAVE A UNIQUE CREATIVE
PROCESS.
The agency has a built-in competitive system,
where all creatives compete against each other on
every assignment for every account in the agency
(from national campaigns to small space print ads).
Thus, we do not assign a single group or creative team to any one business.
Management insures necessary consistency and all participate.
This system supports the natural ebb and ow of creative excellence and, as a
result, the agency delivers a consistently higher quality product. It has for years.
Sal DeVito has been teaching the top advertising class at the School of Visual Arts
for the past 20 years (he sees everyones book at one point or another). As a
result, every year he selects two or three of his top students to come work at the
agency (this is our secret sauce).