Unlocking the Creativity in Everyone

Unlocking the Creativity in Everyone

Instructables.com Opportunities

Autodesk Consumer Group

Instructables.com: Share what you make!

✓15.2M Monthly Global Unique Visitors

✓ Passionate, engaged audience of brand

advocates

✓85K projects on the site in 6 categories:


Instructables Opportunities Overview

Web✓ Custom Content & Editorial : Projects & Video✓ Custom eBook✓ Custom Challenges✓ Hub Sponsorships✓ High Impact Rich-Media Ad Units (970x250, 300x600)✓ Prominent IAB Ad Units (300x250, 728x90, 970x250, etc)✓ Targeted Pre-Roll✓ High Impact Takeovers and Custom Skins✓ Newsletter Sponsorships✓ Social Media

Mobile✓ 320x50 Ad Units

Autodesk Consumer GroupAutodesk Consumer Group

Instructables Custom Hub

9

What’s Inside:

-Custom content: Custom projects, along with projects already on the site, compiled and organized by our experienced editorial team

-Video Unit: Featuring brand content videos or custom Instructables project videos

-High-impact branding:An opportunity for high-impact exposure with our users to bring product awareness and social integration

-Promotion: Heavy promotion throughout the site, newsletter and social media to drive tra!c to the microsite

A Custom Microsite is a fantastic way to integrate into our site!

Chevy Volt “Solar” Microsite

Thursday, November 15, 12


Instructables Custom Hub


Instructables Homepage & Site Wide Takeovers

HGTV Property Brothers campaign

Autodesk Consumer GroupAutodesk Consumer Group

Instructables Contest

8

✓ Contests are turn-key – we handle all the details

✓ Promotion throughout the site ✓ Custom banners✓ Social Media✓ Newsletters

✓ Valuable content for reuse by the client!

Contests are the perfect sponsorship opportunity to become an integral part of our community!

Contest Promotion on Homepage Rotator

Thursday, November 15, 12


Instructables Custom Video Projects

✓ Custom video and photo step-by-step Instructables built by our expert editorial team featuring your brand’s product!

✓ Features on the Homepage, Category Homepages & Newsletters

✓ Vary in complexity to appeal to your target audience

✓ Valuable content for reuse by the client!

Custom Video Project for Elmer’s Wood Glue


Opportunities: Pre-roll


Instructables eBook

Over 3 Million Instructables eBooks have been downloaded!

Instructables eBooks can be created with custom Instructables content or relevant existing content! eBooks are available exclusively on iTunes and are free for download as brought to them by the sponsoring brand!eBook lives forever on iTunes

clickable ad unit


Username: fungusamungusInstructables: 96Content Manager

Instructables Authors

Username: JeromeInstructables: 16Member since: Oct. ’06

Username: HollyInstructables: 17Member since: Nov. ’09

Username: ScoochmaroInstructables: 128Food & Living Editor

Munny Speakers

Cupcake ConesMake Your Own Snuggie

Solar iPhone ChargerSuspension Mtn Bike

Fluffy Monster CaseZelda Heart Cupcakes Inverted Bookshelf


Meet our other products

Reaching over 85M monthly visitors across all propertiesand over 2% of all total downloads in iTunes app store!


Current & Past Advertising Partners

instructablesRadioShack Meets Its “Makers” with Instructables

instructables.com

The Challenge: Reaching the Emerging DIY/“Hobbyist” CommunityRadioShack has been a leading retail provider of consumer electronics and components for over 90 years. Recently, the company analyzed their consumer market and discovered an emerging—and very active—segment. Who was it? The DIY and “hobbyist” consumer who was familiar with the brand, but did not immediately connect RadioShack as a source for their wide-ranging DIY needs.

The Solution: Leveraging Instructables’ Audience and KnowledgeLauren Kushnerick, RadioShack’s Product Marketing Manager recognized that to reach this niche consumer, the company had an opportunity “to really hone in on a marketing program that showcased interesting projects and their creators.” They researched a range of advertising options that would add credibility and relevance to their efforts, and immediately found that Instructables had a very active engagement with this particular segment of the market. Said Kushnerick, “Instructables is one of the !rst names that popped up because of how well they speak to this community. They bring a mainstream appeal to making, building, and creating…it was a no-brainer to work with Instructables.com.”

“ They bring a mainstream appeal to making, building, and creating…it was a no-brainer to work with Instructables.com”

Connecting Passion with ProductThe DIY/maker market has shown a recent surge in growth and activity, and these consumers are eagerly participating in online forums and communities to engage one another, share ideas, and experiment with new and emerging technologies and projects. “What’s great about RadioShack getting into this market, in this industry of makers, creators, and inventors is that we are able to bring it more mainstream. We can help educate a larger, broader audience on what great product is out there to create whatever they want. It brings limitless ideas.”

“What sold us on Instructables was the custom content that came with the partnership. They know the customer extremely well. They know the audience well.” The partnership provided a cost-effective strategy that allowed RadioShack to achieve greater reach and frequency in a cost ef!cient way. “Instructables allowed us to reach a broader audience in regards to brand recognition.” Kushnerick noted that Instructables helped the company “…hit that core DIY customer.”

The Results: RadioShack Delivers Market Appeal and InsightRadioShack used their Instructables presence to sharpen not only their marketing outreach but their product decisions as well. “It’s helped us grow in regards to the product that we are bringing in. We’ve grown in regards to SKU count and the types of great products that are in our stores.” Instructables has given the company a “real-time” feedback loop so they can anticipate “hot project” trends and changing consumer interests.

As a result of the campaign, RadioShack was able to re-engage the DIY consumer, and the results have been in RadioShack terms, electric. Kushnerick noted, “There is very much a kind of loyalty and belief in the brand from the DIY’ers. I can’t tell you how many times I have gone to a convention and these makers have a personal story about a RadioShack product. Their eyes just light up and they get excited to talk about it. I think it is very unique that we have that engagement. Not all brands have that nostalgic remembrance from their customers.”

RadioShack hopes to continue its partnership with Instructables into 2013, delivering valuable content and promotions for the maker audience.

Instructables Sales Team Plays a Key Role

“ We trust Instructable’s knowledge about the customer. Their sales team was really great because they responded to our feedback quickly and with great creativity…and that’s helpful when you’ve got multiple deadlines and projects going on at the same time.”

instructablesFor additional information and a custom Instructables proposal, contact [email protected]

Instructables also helped RadioShack develop sponsorship programs for challenges on the Instructables site. “Instructables came to the table and presented us with this great opportunity to have interactions with the consumer. It was a good way to get the community more involved and receive more brand recognition in regards to RadioShack itself.” Instructables helped further nurture the relationship by providing RadioShack with custom content to create a new RadioShack branded DIY site, providing another channel to reach the customer at the point of interest. RadioShack now offers in-store contests and monthly projects to continue the engagement with the DIY community. The company also leverages Instructables content in their in-store displays and other marketing materials.

“What sold us on Instructables was the custom content that came with the partnership.”

instructables.com

Documents

Unlocking the Creativity in Everyone