How To Ignore Your Audience All The Way To The Top!

What does The Onion do?

We satirize world events, human behavior, and journalistic convention.What does The Onion do?The Onion is a website that parodies digital news sources.

What does The Onion do?

ONION NEWSMiddle East Conflict Intensifies As Blah Blah Blah, Etc. Etc.

ONION NEWS IN BRIEFMan Figures He Has 2 More Bites Of Roommates Leftovers Before It Noticeable

ONION NEWS Our Nations Unarmed Teens: Are They Armed?Satire is the use of exaggeration, analogy, ridicule, irony, and other tools of humor to expose truths. And truth is at the heart of what The Onion does. What does The Onion do?

But what is satire?

What does The Onion do?

What does The Onion do?

What does The Onion do?

POINT: My Year Volunteering As A Teacher Helped Educate A New Generation Of Underprivileged Kids

When I graduated college last year, I was certain I wanted to make a real difference in the world. After 17 years of education, I felt an obligation to share my knowledge and skills with those who needed it most.After this past year, I believe I did just that. Working as a volunteer teacher helped me reach out to a new generation of underprivileged children in dire need of real guidance and care. Most of these kids had been abandoned by the system and, in some cases, even by their families, making me the only person who could really lead them.Megan RichmondVolunteer teacher

COUNTERPOINT: Can We Please, Just Once, Have A Real Teacher?

You've got to be kidding me. How does this keep happening? I realize that as a fourth-grader I probably don't have the best handle on the financial situation of my school district, but dealing with a new fresh-faced college graduate who doesn't know what he or she is doing year after year is growing just a little bit tiresome. Seriously, can we get an actual teacher in here sometime in the next decade, please? That would be terrific.Just once, it would be nice to walk into a classroom and see a teacher who has a real, honest-to-God degree in education.Brandon MendezElementary school student

What does The Onion do?

COMMENTARYI've Been Having Some Pretty Fucked-Up Bread Thoughts LatelyONION NEWSFritolaysia Cuts Off Chiplomatic Relations With SnakistanBy A Duck

SPONSORED CONTENT

Sponsored content does not work when:SPONSORED CONTENT

SPONSORED CONTENT

It tries to shoehorn in too many ideas.

SPONSORED CONTENT

It directly pushes an advertisers campaign message on our audience.

SPONSORED CONTENT

Advertisers have a limited sense of humor about themselves and their products.

Sponsored content works when:SPONSORED CONTENT

SPONSORED CONTENT

It lets The Onions characteristic humor shine in an edgy way.

SPONSORED CONTENT

It lets The Onions characteristic humor shine in an absurdist way.

SPONSORED CONTENT

The advertiser is part of the joke.

SPONSORED CONTENT

It allows us to work the brand into the article in a natural way.

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It is kept simple.

know thyself

What is Onion labs?

What does Onion Labs do?

Onion VoiceBrand VoiceLabsSolution(win-win!)

Audience loves our voice. So lets advertise in that same voice.

Results: Better engagement & ads that dont suck!What does Onion labs do?

Our Approach

real life examples

HOW DOES THE ONION DO WHAT IT DOES?The Onion closely mirrors the ever-evolving news media to satirize the news.

We use the exact mechanisms employed by digital news companies to present our satire: articles, videos, editorials, infographics, slideshows, man-on-the-street interviews, graphical features, etc.

real life examplesDr. Jimm- Heard Intels Objectives- Found The Onion-y Truth- Combined both VOICES

real life examplesResults22MM views+13 points ad recall+3 points purchase intent

real life examples

Learnings (Hint: Voice, Voice, Voice!)

you have a voice.use it.