1. Users from Web to Mobile The most important lessons learned when launching “Fashion Inc. by Stardoll”

2. 2 Users from Web to Mobile It is difficult to move users from web to mobile –Computer browser to a mobile device… So how to go about if have a a lot of people in your web community? And how to measure it?!

3. Background - Stardoll Stardoll.com is the worlds largest community for teenage girls –Launched 2006 –More than 220 million registered users –US and Brazil main markets –Available in 28 languages –HQ in Stockholm, Sweden Stardoll clothes selling at JCPenney Mattel licensed Stardoll do to Barbie dolls 3 Going mobile –“Fashion Inc.” Dec 2012 –More mobile games to come

4. Background - Stardoll Stardoll.com is the worlds largest community for teenage girls –Launched 2006 –More than 220 million registered users –US and Brazil main markets –Available in 28 languages –HQ in Stockholm, Sweden Stardoll clothes selling at JCPenney Mattel licensed Stardoll do to Barbie dolls 4 Going mobile –“Fashion Inc.” Dec 2012 –More mobile games to come In short; Yes, we should be able to convert users from web to mobile!!!

5. The game and the goal 5 Fashion Inc. –Design  Manufacture  Sell  Upgrade Should resonate well with our Stardoll.com audience Goal: convert our Stardoll audience to mobile (in addition to regular user acquisition efforts)

6. Strategy Create interest –Explain the game –Utilize the community Create brand awareness –Massive exposure in a relevant channel –Get our users to recognize the icon, the name, etc Create reasons for playing the mobile game –Give the fans a reason to play another game on another platform –“Stardoll Connect” Make it as easy as possible find and download 6

7. Create Interest Explain –Experiment! –Explain the game in the banner! 7 Let the users create the story –Contest = user generated content

8. Create Interest Utilize the community –Ex: Underneathstardoll.net blog –Make sure they where aware –Must be on their premises 8

9. Create Awareness

11. Hard to convert straight to mobile But can create awareness –Mobile ad banners –Campaign Page –Enter email link –Facebook game canvas banner –Interstitial –More games mobile –More games web –Suite gift –Interactive banners –Diamond Fever campaign 193 000 000 impressions, 5 484 000 clicks Best CTR 5.4% Icon + name of the App 11

12. Create Reasons to Play Explain –Connect the community, friends list, etc –“If you play you will receive this” –Integrate! 12

13. Create Reasons to Play 13

14. Create Reasons to Play 14

15. Make it easy to find and download QR codes Email with Appstore link Mobile text message with link 15

16. Strategy Create interest –Indirect downloads –Probably quality users Create brand awareness –Indirect downloads Create reasons for playing the mobile game –Indirect downloads –Retention! Make it as easy as possible find and download –As direct as it can get 16

17. Sum up The game has to be relevant to the community Figure out how to measure it on beforehand Great addition to regular traffic acquisition It doesn’t create a burst –But the long tail can be amazing There is no easy solution –Plain banners will not help you –It is far from easy –With some efforts it can be great! 17

18. Thank you for listening! tobias@stardoll.com linkedin.com/in/tobiassjogren @tobiassjogren www.stardoll.com/jobs 18