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Unlocking the Creativity in EveryoneInstructables.com Opportunities
Instructables.com: Share what you make! 15.2M Monthly Global Unique Visitors Passionate, engaged audience of brandadvocates 85K projects on the site in 6 categories:Autodesk Consumer Group
Instructables Opportunities OverviewWeb 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 MediaMobile 320x50 Ad UnitsAutodesk Consumer Group
Instructables Custom HubA Custom Microsite is a fantasticway to integrate into our site!What’s Inside:-Custom content:Custom projects, along with projects already on thesite, compiled and organized by our experiencededitorial team-Video Unit:Featuring brand content videos or customInstructables project videos-High-impact branding:An opportunity for high-impact exposure with ourusers to bring product awareness and socialintegration-Promotion:Heavy promotion throughout the site, newsletterand social media to drive traffic to the micrositeChevy Volt “Solar” Microsite9Autodesk Consumer Group
Instructables Custom HubAutodesk Consumer Group
Instructables Homepage & Site Wide TakeoversHGTV Property Brothers campaignAutodesk Consumer Group
Instructables ContestContests are the perfect sponsorship opportunity to become an integral part of our community!Contest Promotion on Homepage Rotator 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!8Autodesk Consumer Group
Instructables Custom Video Projects Custom video and photo step-by-stepInstructables built by our expert editorialteam featuring your brand’s product! Features on the Homepage, CategoryHomepages & Newsletters Vary in complexity to appeal to your targetaudience Valuable content for reuse by the client!Custom Video Project for Elmer’s Wood GlueAutodesk Consumer Group
Opportunities: Pre-rollAutodesk Consumer Group
Instructables eBookOver 3 Million Instructables eBookshave been downloaded!Instructables eBooks can be created with customInstructables content or relevant existing content!eBooks are available exclusively on iTunes and arefree for download as brought to themby the sponsoring brand!eBook lives forever on iTunesclickable ad unitAutodesk Consumer Group
Instructables AuthorsUsername: JeromeInstructables: 16Member since: Oct. ’06S us p en si on M tnBik eS o la r iP h o ne CUsername: ScoochmaroInstructables: 128Food & Living EditorM ak e Yo ur O w nSn ug gieh a rge rC up ca k e C onesUsername: HollyInstructables: 17Member since: Nov. ’09F lu f f y Mo n s ter CaseZe ld a H e a rtCupc ake sUsername: fungusamungusInstructables: 96Content ManagerIn ve rte d B o ok sh e lfMun ny Sp ea ke rsAutodesk Consumer Group
Meet our other productsReaching over 85M monthly visitors across all propertiesand over 2% of all total downloads in iTunes app store!Autodesk Consumer Group
Current & Past Advertising PartnersAutodesk Consumer Group
RadioShack Meets Its “Makers” with InstructablesinstructablesThe Challenge: Reaching the Emerging DIY/“Hobbyist” CommunityRadioShack has been a leading retail provider of consumer electronics and components for over 90years. Recently, the company analyzed their consumer market and discovered an emerging—and veryactive—segment. Who was it? The DIY and “hobbyist” consumer who was familiar with the brand, butdid 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 hadan opportunity “to really hone in on a marketing program that showcased interesting projects and their creators.” They researcheda range of advertising options that would add credibility and relevance to their efforts, and immediately found that Instructables hada very active engagement with this particular segment of the market. Said Kushnerick, “Instructables is one of the first names thatpopped up because of how well they speak to this community. They bring a mainstream appeal to making, building, and creating itwas a no-brainer to work with Instructables.com.”“They bring a mainstreamappeal to making, building,and creating it was ano-brainer to work withInstructables.com”Connecting Passion with ProductThe DIY/maker market has shown a recent surge in growth and activity, and these consumers are eagerly participating in onlineforums 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 tobring it more mainstream. We can help educate a larger, broader audience on what great product is out there to create whateverthey 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 greaterreach and frequency in a cost efficient 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.”instructables.com
“What sold us on Instructables was the custom content that came with the partnership.”Instructables also helped RadioShack develop sponsorship programs for challenges on the Instructables site. “Instructables came tothe table and presented us with this great opportunity to have interactions with the consumer. It was a good way to get the communitymore involved and receive more brand recognition in regards to RadioShack itself.” Instructables helped further nurture the relationshipby providing RadioShack with custom content to create a new RadioShack branded DIY site, providing another channel to reach thecustomer at the point of interest. RadioShack now offers in-store contests and monthly projects to continue the engagement with theDIY community. The company also leverages Instructables content in their in-store displays and other marketing materials.The Results: RadioShackDelivers Market Appealand InsightRadioShack used their Instructables presenceto sharpen not only their marketing outreachbut their product decisions as well. “It’s helpedus grow in regards to the product that we arebringing in. We’ve grown in regards to SKUcount and the types of great products thatare in our stores.” Instructables has given thecompany a “real-time” feedback loop so theycan anticipate “hot project” trends and changingconsumer interests.As a result of the campaign, RadioShack wasable to re-engage the DIY consumer, and theresults have been in RadioShack terms, electric.Kushnerick noted, “There is very much a kind ofloyalty and belief in the brand from the DIY’ers.I can’t tell you how many times I have gone to aconvention and these makers have a personalstory about a RadioShack product. Their eyesjust light up and they get excited to talk aboutit. I think it is very unique that we have thatengagement. Not all brands have that nostalgicremembrance from their customers.”RadioShack hopes to continue its partnershipwith Instructables into 2013, delivering valuablecontent and promotions for the maker audience.For additional information and a customInstructables proposal, contactStartAdvertising@Autodesk.comInstructables Sales Team Plays a Key Role“We trust Instructable’s knowledge about thecustomer. Their sales team was really greatbecause they responded to our feedbackquickly and with great creativity and that’shelpful when you’ve got multiple deadlinesand projects going on at the same time.”instructablesinstructables.com
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 sponsori
