PowerPact Holdings Group Launches Digital Shop, TouchStorm; Focus is Branded Information Digital Content End–to–End Solutions

TouchStorm's first new product is Howdini.com — how–to video site delivering know–how for women

September 17, 2008

New York, N.Y. – September 17, 2008 – Today the PowerPact Holdings Group, the behavior–driven agency holding company, launches a new digital content shop called TouchStorm. TouchStorm has pioneered an innovative digital content approach and provides end–to–end digital content solutions through the strategy, production and distribution of Branded Information. Branded Information digital content is a breakthrough digital marketing approach that connects brands with consumers through a new touch point discovered by TouchStorm.

"TouchStorm recognized that consumers turn to the internet for information yet brands are in the –entertainment–providing– mode. That makes sense given the wildly successful YouTube format. However, consumers are primarily searching for information on–line. This leaves a huge hole for TouchStorm to fulfill consumer needs with Branded Information digital content," said Alison Provost, CEO of The PowerPact Holdings Group.

We have identified an untapped consumer touch point online that starts with insights rooted in organic search. We innovated a new search tool that takes the raw search data and processes it through our Search Insightor to reveal true insights into what people are really looking for. The Search Insightor goes beyond key word rankings. For example. Insights that can be leveraged by brands.

By leveraging the brands' expertise/authority in their respective space, in a way that provides the information consumers seek and need on–line, in–store or on–the–go.

The first step in the end–to–end digital content solutions process, created by TouchStorm, is to identify what information people are searching for. TouchStorm uses a priority search tool called the Search Insightor. The Search Insightor ranks and categorizes raw search data then filters it to reveal real insights about what consumers are searching for. These insights provide TouchStorm and its partners with rich answers to questions big and small, including what people are thinking about, which brands are capturing their online attention, which celebrities people are following, what kind of free tools they’re searching for and much more.

Two other key steps in the process is the creation of the content and its distribution. In order to deliver this, TouchStorm created a powerful and new type of marketing tool for brands. Introducing TouchStorm’s first product, Howdini, www.howdini.com, the premier web destination for women searching for video "how–to" information.

Howdini.com offers journalistic, solutions–based content that helps busy women simplify their hectic lives through free, high–quality how–to video demonstrations on topics that matter to them. The videos are unique in the marketplace as they exclusively feature experts to teach the how–tos, and in some cases, through Branded Information digital content.

Women will quickly recognize the featured "gurus," such as Discovery Health correspondent and fitness/nutrition expert Dr. Pamela Peeke, world–renowned dermatologist Dr. Nicholas Perricone, four–star chocolatier Jacques Torres, and travel expert Pauline Frommer, to name just a few. "Offering clients experts — or the right to be experts — solves a big piece of the puzzle for brands," added Provost. "To provide high quality Branded Information, we work with brands to figure out what know–how it has that the consumer needs. We begin by asking the brand, 'what do you have the right to be an expert in?' 'On what topics are you credible?' With that information, we match up with what people are searching for. We then position the brand as the expert and put the brand where the consumer is when she or he is in need."

TouchStorm's inaugural client is General Mills and its participating brands Betty Crocker and Pillsbury. To date, Betty Crocker’s Baking Division has produced a slew of videos around the birthday theme, including How To Make a Space Shuttle Cake and How To Decorate Sports Cupcakes. "We are excited to be working with Howdini because we see it as an innovative and simple way to better connect with our consumers," said Doug Moore, General Mills vice president, advertising and media. "Technology allows us to bring a branded solution to a mom when she will actually appreciate it — on her terms, as opposed to when it might be convenient for us to reach her. These Howdini how–to videos meet her desire in a way that expands the distribution of our food content cost–effectively."

Howdini is led by Joanna Breen and Shelley Lewis, former Emmy Award–winning television network producers of ABC's 20/20 and Good Morning America. As television producers, Breen and Lewis know how to deliver beautifully produced, professional videos of the highest quality with a familiar, morning–show feel. Plus, they have access to some of the most recognizable experts in a variety of fields.

Behind the scenes, Howdini is focused on growing its video content as well as generating distribution for its videos. The company has already achieved significant distribution successes and reaches hundreds of thousands of views a week. Howdini videos are currently featured on 400 top–rated female Web sites through a partnership with Glam Media Networks; and they are streamed through Howdini channels on major portals, including YouTube, AOL, Google, Yahoo, Crackle and MySpace.

About PowerPact Holdings Group

PowerPact Holdings Group is a new breed of marketing company that focuses on consumer behavior in today’s dynamic consumer–led world. Our companies, TouchStorm and PowerPact, are devoted to innovating breakthrough approaches, tools and technologies to help brands gain access to the consumer’s coveted space.

PowerPact Holdings Group is an independent, employee-owned and certified woman-owned company.

Its footprint reaches 15 U.S. cities with offices in New York, Dallas and Richmond, Va. Clients include General Mills, Sony, P&G, FUZE, Land O’ Lakes, Mott’s, IKEA, Capital One, American Diabetes Association and Susan G. Komen for the Cure.

*Source: "Do–It–Yourself Information Online," Pew Internet & American life Project, June 2006
**Source: 2008 USC Digital Future Project
***Source: Alexa Rankings

© 2009 PowerPact, LLC. All rights reserved.

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