The Weinstein Company - Branded Content Strategy

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The

WEINSTEIN COMPANY


THE COMPANY • Founded in 2005 by Bob and Harvey Weinstein • 140 movies produced • 341 Oscars nominations • 81 Oscars wins


THE PROBLEM OCT 2017

The New York Times reports that dozens of women accused Harvey Weinstein of sexual harassment, sexual assault or rape • Harvey Weinstein is fired • Four of the nine members of the BOD resign • 520$ million debt • Risk of bankruptcy

FEB 2018

Deal with group of female investors collapse after TWC reveals additional 50$ million in debt


RESEARCH • 5.2% of CEO posts are women • 21.2% of women are in the board seats • 55% of film audience are women


CORE MESSAGE

" THE WEINSTEIN COMPANY ELEVATES WOMEN IN EVERYTHING THEY DO "


VALUES TO COMMUNICATE Women's equality Female empowerment Leadership


TONE OF VOICE Dignified - taking ownership of the past while moving forward Inspirational - empowering and encouraging womenÂ


TOPICS Feminism Media industry


TARGET Primary target: women aged 16 - 30 Secondary target: men in the film industry


EDUCATIONAL CONTENT VIDEO TUTORIALS

MASTER CLASSES

How to edit a car chase action scene PODCASTS

How to write comedy taught by Tina Fey

Movie reviews Talks by female leaders


EMOTIONAL CONTENT SHORT FILMS Take inspiration from male-dominated films from TWC and reshoot scenes from the point of view of women i.e. Sin City


EMOTIONAL CONTENT BLOG POSTS Promote inspirational stories from women in the media industry

USER-GENERATED CONTENT ONLINE Support and promote female indie productions #WforWomen


CORE CHANNELS


SECONDARY CHANNELS


THANK YOU!


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