LADbible Group: redefining LAD in 2017

LADbible Group: Redefining LAD in 2017

LADbible Group were awarded the uppermost accolade, 'Grand Prix' and the 'Digital Media Strategy' category at The Drum DADI Awards 2017 for its strategy to redefine its media, turning LADbible into a voice and identity for a community of more than 33m, and a way of life for a social generation.

Executive Summary

With the biggest youth audience in the UK and unparalleled influence on social media, we took the bold decision to make the LADbible brand an instigator of social change, digital innovator and the voice of a social generation.

By repositioning the brand and redefining what it means to be a ‘LAD’ today, we are able to amplify our commercial offering, showcase the value in our massive community to advertisers and beyond – and ultimately to prove to cynics that we’re a 360 media brand that can be serious and socially conscious – while driving pop culture and maintaining our humour.

We’ve done this by creating pop culture moments, innovation in original content and driving social change through authentic content.

Socially conscious campaigns like UOKM8?, a LADbible initiative to drive the conversation on mental health, and the Climate Change partnership with National Geographic have showcased our ability to influence a generation of people in a positive way.

Our 5.2 billion monthly video views - making us the number one site for video in Europe, has shown we are infiltrating the masses and becoming a part of the daily lives of a generation.

The huge commercial appeal of our brand has seen us working with an ever-growing number of brand partners this year.

We currently command 32 million site visits per month, as well as our global social media audience of 33 million.


Our objectives through marketing and content have been:

  • Redefining LAD and challenging the negative associations with the word, and reposition the phrase as a positive embodiment of young people reflective of our actual audience
  • Driving awareness around our ability to create social movements and influence around topics that LADbible is not traditionally known for
  • Showcasing diverse original content to our audience, who were perceived to only be interested in UGC​


Since last year, LADbible has changed the way it works with a huge increase in original, high-impact campaigns.

LADbible challenged preconceptions around men’s mental health with UOKM8?, flipped apathy into action with Knowing Me Knowing EU, and educated people about the environment with Climate Change.

LADbible has a combined audience of over 33 million followers across Facebook, Twitter, Instagram and Youtube - and according to Alexa (March 2017), it’s the 10th highest ranking website in the UK.

This has put us in a strong position as a media owner to drive social movements and influence the lives of young people with positivity.

Social change: UOKM8? was a 360 content-driven campaign that challenged the idea about what content our audience would consume and showcase our ability to drive conversations of important topics at scale.

We also used the content in the series to challenge what people would expect us to do i.e. premium visual storytelling delivered in a serious way.

UOKM8? positioned LADbible as credible multifaceted youth media brand that can act as a voice of young people and drive discussions around uncomfortable topics. The campaign highlighted our ability to take issues we knew young people cared about and spoke to them in a way that resonated with them.

The reaction from the audience was genuine, with 823k engagements and over 36 million people reached across the campaign. We also conducted a massive survey to really understand how our audience was facing the topic. 50,000 survey entrants shared their experiences on our website, allowing us to get into the minds of our audience in a huge way.

Knowing ME, Knowing EU our campaign around the EU Referendum showcased that our audience was politically engaged and demonstrated our influence in this space. Through the campaign we drove 75 voter registrations.

With Climate Change, we partnered up with National Geographic for an editorial campaign anchored around our Facebook Live broadcast of “Before the Flood”, produced by Leonardo DiCaprio, aired simultaneously with National Geographic in the UK. The massive success of the stream challenged the idea that our audience were not socially engaged, that they wouldn't watch long-form on Facebook, and that our reach couldn't surpass traditional linear channels.


In the past year, perceptions of LADbible have shifted. We have redefined what it means to be a media brand today, driving diverse content stands from user-generated to original videos and engaging editorial that drive unprecedented reach and scale.

We have helped change a narrative around what it means to be a LAD.

In a recent survey of 4,000 young people, 68% agree that a LAD is a good example of an individual standing up for his mates, and also for the things that matter in life. A LAD respects the ones around him and tries to be a good person all round. He or she is seen as a connected individual, knowing what’s cool but also what’s relevant in the news. The survey was conducted by LADbible Group.

We have also been identified by VICE as being a catalyst for driving a new generation of “woke” LADs.

“LADbible, on their wild journey from thigh gap meme-sharers to mental health advocates, have transposed the language of lad culture onto a number of big topics, from depression to Westminster politics.“ – VICE, 11 July 2017.

Through content and leveraging our community we have been able to drive social movements, charge pop culture and become a defining voice for the youth generation.

This past year we have built up to:

  • 33 million followers across LADbible socials.
  • Over 50% of young people in the UK between 18-30 follow us on social
  • 10th biggest website in the UK (source: Alexa - March 2017)
  • One billion monthly engagements (source: Facebook)
  • 60/40 male and female split on (source: Google Analytics)
  • 51/49 male and female split of Facebook Reach

LADbible is increasingly seen as the go-to brand for youth having been invited to present at 10 Downing Street, Mindshare Huddle, Facebook Developers, Advertising Week Europe, Festival of Marketing, and beyond.

The huge commercial appeal of our brand has seen us working with an ever-growing number of brand partners this year.

Our specific marketing-led content and campaigns reached a combined audience of 207,004,114, and generated 58,464,201 video views, gaining over 2,030,910 engagements.

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