Yahoo Entertainment Properties Re-Launch
Yahoo Australia wanted to re-launch their entertainment properties including undertaking an audit of existing content for Yahoo!7 Movies, Yahoo!7 Music & Yahoo!7 Games. In addition, they wanted to re-build the Entertainment websites with new features content and offers that would help to obtain new audience, keep existing audience engaged and lift Yahoo Entertainment's ranking in the marketplace. They also wanted to launch a new site, The Hype.
I was brought in as Yahoo's Senior Product Manager &
Entertainment Editor to lead this effort. My role covered managing web builds for existing sites, content audits and determining new content requirements. I also managed the launch of The Hype, including working with strategy to determine audience profile, design & site features, establishing site architecture, producing wireframes and user flow, producing functional specification & design documentation, SEO requirements and testing builds in desktop and mobile browsers.
As the Entertainment Editor and Content Lead I also produced content, wrote articles, interviews, produced
video shoots, audience acquisition and engagement strategy plans, content plans and established
methods of execution on those plans.
I managed the yearly content roadmap and yearly Entertainment budget. I also worked with global entertainment providers such as Sony Entertainment and Paramount Films to lock down exclusive rights to content for our Entertainment properties.
Additionally, I managed the mobile sites, marketing for these properties, event activations and site analytics.
For Yahoo!7 Movies the audience grew substantially since launch in November 2009. The first month of launch saw a 47% month on month and 35% year on year lift in audience. This is the highest unique users achieved on a monthly basis since June 2008 for this website.
The Hype Celebrity Destination launched on May 2010. After the first week of launch, unique users jumped by 48%. Page Views jumped by 54% and averaged a 15% increase week on week during that year. The Hype was consistently Number 2 in ranking in page views in Media ranking in 2010-2011.
Unique Users achieved an all time high getting some of its highest results at the point of re-launch for audience since the original launch of the site in 2004.
Page views also increased, along with engagement. The first month of launch saw a 40% month on month lift in page views. Average Unique Browsers reached over 550,000 per month since launch.