{ "docId": "019dd923-605d-726d-81a4-aa485fe1674a", "docSlug": "bi-7cbca4071a16abb1", "documentTitle": "Reddit's New Ad Sales Pitch Deck", "authorId": "Pitchdecks", "authorName": "Reddit", "documentKindSlug": "pitchdeck", "documentKindLabel": "Pitch deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.331, "pageNumber": 11, "pageCount": 16, "prevPage": 10, "nextPage": 12, "slideType": "testimonial", "function": "illustrate_case", "density": "overcrowded", "nDataPoints": 0, "notes": "The slide uses a vertical sidebar for the title and includes a direct quote from the company's Director of Media and Advertising.", "elementsJson": [ "screenshot", "quote_block", "paragraph", "callout_box" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-605d-726d-81a4-aa485fe1674a/11", "deckHref": "/decks/019dd923-605d-726d-81a4-aa485fe1674a", "deckJsonHref": "/decks/019dd923-605d-726d-81a4-aa485fe1674a.json", "deckAnchorHref": "/decks/019dd923-605d-726d-81a4-aa485fe1674a#slide-11", "components": [ { "bbox": { "h": 0.05, "w": 0.9, "x": 0.05, "y": 0.95 }, "kind": "callout", "text": "Kudos Fathead, way to handle a \"Tebow-verload\"!", "attrs": null, "subkind": "primary", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "eaf6214a-636f-4147-b4de-da3beddc20fe", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.35, "w": 0.9, "x": 0.05, "y": 0.05 }, "kind": "image", "text": "Reddit post screenshots", "attrs": null, "subkind": "screenshot", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "06a385f4-a15c-46be-97dd-9dc9125914dc", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.9, "x": 0.05, "y": 0.42 }, "kind": "list", "text": "The Fathead PR Crisis Transformed by reddit - Spin Sucks; Fathead Turns Crisis Into Opportunity - DIGIDAY; Has Your Brand Crisis Gone Viral? Follow Fathead's Example - Scribewise", "attrs": null, "subkind": "bullet", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b3040641-1cd4-43a0-a66c-9e8b6b39512e", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.9, "x": 0.05, "y": 0.7 }, "kind": "paragraph", "text": "When reddit user frigidcoke ordered a Tom Brady Fathead, you can imagine his surprise when he received a Tim Tebow one in its place. After posting this experience to /r/NFL, it quickly became the #1 post and something of an overnight internet phenomenon. Enter Fathead's PR team. Realizing the event happened on reddit, the team intended to finish it on reddit. They not only sent the disappointed user their complete collection of Tom Brady Fatheads, but also placed an ad in the NFL subreddit responding to the situation. Users in the comment thread were quick to decry this as a set-up or a pre-planned corporate trick, so Fathead created their own user account and quickly diffused the situation with a completely transparent and self deprecating tone. Not only did this clever campaign resonate with reddit users, but numerous publications reported on this as a perfect example of in-touch crisis management.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "c7dea462-5a62-44a6-9081-f0168276bb34", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.9, "x": 0.05, "y": 0.55 }, "kind": "quote", "text": "I'm amazed by the influence and power of redditors. Acceptance on reddit was like being invited to eat lunch with the cool kids. - Jake Mahoney, Director of Media and Advertising, Fathead", "attrs": null, "subkind": "testimonial", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2f858d5e-c7b0-4a74-a7c3-d08007b78664", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "quote", "text": "I'm amazed by the influence and power of redditors. Acceptance on reddit was like being invited to eat lunch with the cool kids. — Jake Mahoney, Director of Media and Advertising, Fathead", "attrs": null, "subkind": null, "toolName": "Authority citation", "toolSlug": "authority-citation", "confidence": null, "componentId": "019dd952-bb83-734c-9a29-95456b50fd39", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.3, "w": 0.05, "x": 0.94, "y": 0.1 }, "kind": "title", "text": "CRISIS MANAGEMENT", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "be32ed8f-3e23-448f-8f60-fff493329ce6", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [ { "name": "case-study", "slug": null, "matchId": "dbb5daea-e5c9-4e40-8a0e-4be0c5033509", "evidence": "Detailed narrative of a specific business event and its resolution.", "confidence": 0.9 } ], "arcBeats": [ { "to": 16, "from": 6, "beatId": "016b0571-0ca5-492d-a980-ae223546e781", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Solution (Provide relief)", "beatSlug": "problem-agitate-solution-solution-provide-relief", "evidence": "The deck offers a solution to the problem by showcasing Reddit's ad platform and its effectiveness", "position": 2, "confidence": 0.8, "parentBeatName": "Resolution", "parentBeatSlug": "resolution" } ], "loops": [ { "to": 12, "from": 8, "name": "Voice Of Customer", "slug": "51-voice-of-customer", "bestFor": "Product strategy, customer experience, market research", "matchId": "caaf1dfa-5ba6-4041-8218-3663138c39e9", "evidence": "The deck presents various testimonials from brands that have used Reddit's ad platform", "position": 1, "objective": "What do brands think about Reddit's ad platform?", "structure": "What Customers Say (Verbatim) -> The Pattern Across Voices -> The Insight -> The Response", "confidence": 0.7, "description": "Let customer quotes and feedback drive the narrative and validate the insight" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }