1. How to Create and Distribute Meaningful
Content
Neda Stoll, Sr. Marketing Manager, Intel
Chris Schreiber, VP of Marketing and Communications, Sharethrough
Intel Confidential — Do Not Forward

2. Key Modern Media Trends
Meaningful Content
Feed-based Media
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3. The Meaningful Content Movement
3

4. The Feed is the New Design Standard
4

5. Intel IQ
5

6. The Rise of the Feed
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7. In-Feed Advertising Requires Content
Reco
Widgets
In-Feed
IAB
“Native”
Paid
Search
Promoted
Listings
Custom
7

8. STX: Sharethrough In-Feed Exchange
Brand Content
Distribution
227 Million
Total US Reach
8

9. 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.
9

10. 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
10

11. 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
11

12. 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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13. Intel for Change Program
Education – Inspiration - Action
• In-Country Learning Journeys:
• Intel for Change Community:
ECUADOR
• Opportunities to Take Action:
• Calls to Action:
• Join the Community: www.IntelforChange.com
• Spread the Word: #IntelforChange
INDIA
• Stay Connected: @Intelinvolved
KENYA
Intel Confidential – Do Not Forward

14. 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

15. Intel For Change: Content Overview
Powerful content that seeks to empower women from every corner of
the globe to gain education and take action.
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16. Video Highlight
16

17. Intel For Change: Campaign Performance
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)
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18. 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

19. Intel Confidential — Do Not Forward