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LADbible Group part of LBG Media is a British digital publisher. Its headquarters are in
Manchester Manchester () is a city in Greater Manchester, England. It had a population of 552,000 in 2021. It is bordered by the Cheshire Plain to the south, the Pennines to the north and east, and the neighbouring city of Salford to the west. The t ...
and it has offices in
London London is the capital and largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary down to the North Sea, and has been a majo ...
,
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,
Sydney Sydney ( ) is the capital city of the state of New South Wales, and the most populous city in both Australia and Oceania. Located on Australia's east coast, the metropolis surrounds Sydney Harbour and extends about towards the Blue Mountain ...
,
Melbourne Melbourne ( ; Boonwurrung/Woiwurrung: ''Narrm'' or ''Naarm'') is the capital and most populous city of the Australian state of Victoria, and the second-most populous city in both Australia and Oceania. Its name generally refers to a met ...
and
Auckland Auckland (pronounced ) ( mi, Tāmaki Makaurau) is a large metropolitan city in the North Island of New Zealand. The List of New Zealand urban areas by population, most populous urban area in the country and the List of cities in Oceania by po ...
. Founded in 2012 by Alexander "Solly" Solomou and Arian Kalantari, LADbible Group produces digital content aimed at young adults claiming to reach two-thirds of 18–34-year-olds in the UK. LADbible Group's media brands have an audience approaching a billion, with 262 million followers worldwide across the major social media platforms and its five websites attract almost 69 million unique visitors every month. Its brands include LADbible, UNILAD, GAMINGbible, SPORTbible and Tyla among many others and generate more than 28bn content views globally every year It has its own in-house creative team, Joyride, set up in 2016, who work with clients to help them reach LADbible Group's younger audience of 18-34 year olds through creative campaigns and in 2021, launched its own in-house production arm, LADstudios, which focuses on factual entertainment programming as well as documentary content.


History

Solomou developed the idea for a
social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...
publishing business while at the
University of Leeds , mottoeng = And knowledge will be increased , established = 1831 – Leeds School of Medicine1874 – Yorkshire College of Science1884 - Yorkshire College1887 – affiliated to the federal Victoria University1904 – University of Leeds , ...
, where he studied business management from 2009 to 2012. The Lad Bible Limited was founded on 3 April 2012 and developed into the LADbible project when
director Director may refer to: Literature * ''Director'' (magazine), a British magazine * ''The Director'' (novel), a 1971 novel by Henry Denker * ''The Director'' (play), a 2000 play by Nancy Hasty Music * Director (band), an Irish rock band * ''Di ...
Arian Kalantari joined. LADbible Group
parent company A holding company is a company whose primary business is holding a controlling interest in the securities of other companies. A holding company usually does not produce goods or services itself. Its purpose is to own shares of other companies ...
was originally called The Lad Bible Limited, and changed its name to The Global Social Media Group Limited on 18 November 2013. On 19 June 2014, the parent company changed its name to 65TWENTY LTD then to Ladbible Group Limited on 16 November 2015. The LADbible project started in January 2012 when the channel published their first Facebook post which achieved over 75,000 interactions. In 2014, LADbible's Facebook page had almost 2 million likes and was attracting over 5 million unique users every month. By November 2015 this number had increased more than 400% to 10.6 million followers on Facebook. This has continued to grow to more than 24.3 million followers in May 2017. In 2016, LADbible Group, launched an in-house creative agency, Joyride, to offer advertising on their online platforms. In July 2017, Tubular Labs ranked LADbible as the No. 1 'Media & Entertainment Creator' in the world. In the same month, LADbible also achieved No. 3 globally in the Top Media & Entertainment Properties, ahead of
Time Warner Warner Media, LLC ( traded as WarnerMedia) was an American multinational mass media and entertainment conglomerate. It was headquartered at the 30 Hudson Yards complex in New York City, United States. It was originally established in 1972 by ...
,
Comcast Comcast Corporation (formerly known as American Cable Systems and Comcast Holdings),Before the AT&T merger in 2001, the parent company was Comcast Holdings Corporation. Comcast Holdings Corporation now refers to a subsidiary of Comcast Corpora ...
and Sony. In October 2018, LADbible Group took over social media rival,
UNILAD UNILAD is a British Internet media company and website owned by LADbible Group. The company markets itself as "a primary platform for youngsters for breaking news and relatable viral content", and has offices in London and Manchester. UNILAD was ...
, making it the largest social video publisher ever In 2019, LADbible Group launched LADbible Australia, followed by SPORTbible Australia. In the same year, they launched LADbible Ireland, claiming to reach almost half of all Irish people each month, and were opening an office in Dublin to better service that audience In May 2021, LADbible Group launched LADbible New Zealand


Content and campaigns

LADbible Group publishes original and acquired content, including editorial, video, and documentary material, some of which is broadcast live. Their content covers entertainment and celebrity interviews, as well as news and current affairs. They also run campaigns on subjects intended to interest a young market, such as mental health, the environment and political matters.


Original content

LADbible Group have their own in-house production studios called LADstudios where they produce premium original content, including original show formats including 'Minutes with' and celebrity content, with A-list stars such as
Will Smith Willard Carroll Smith II (born September 25, 1968), also known by his stage name The Fresh Prince, is an American actor and rapper. He began his Will Smith filmography, acting career starring as Will Smith (The Fresh Prince of Bel-Air), a ...
and
Tom Holland Thomas Stanley Holland (born 1 June 1996) is an English actor. His accolades include a British Academy Film Award, three Saturn Awards, a Guinness World Record and an appearance on the ''Forbes'' 30 Under 30 Europe list. Some publications h ...
, like entertainment productions 'Snack Wars' and 'Shocking Answers". They have also recently began making content for partners, including the UNHEARD six-part documentary series for
Amazon Prime Video Amazon Prime Video, also known simply as Prime Video, is an American Video on demand#Subscription models, subscription video on-demand Over-the-top media service, over-the-top Streaming media, streaming and Renting, rental service of Amazon (c ...
which focuses on critical issues of racial discrimination in Australia, including Indigenous deaths in custody, the targeting of Indigenous youth, attacks towards Asians during the COVID-19 pandemic, Islamophobia, the vilification of the African community and the treatment of asylum seekers and refugees


European Union membership referendum

In the run up to the
2016 United Kingdom European Union membership referendum The United Kingdom European Union membership referendum, commonly referred to as the EU referendum or the Brexit referendum, took place on 23 June 2016 in the United Kingdom (UK) and Gibraltar to ask the electorate whether the country shoul ...
, LADbible launched an awareness campaign to encourage their youth audience to exercise the vote. The publisher spent three months producing stories and short explainers on the vote which linked directly to the government's register-to-vote page. The 45,000 clicks attracted by the campaign accounted for 20% of all traffic to their sites during this period.


Mental health

LADbible first launched their
mental health Mental health encompasses emotional, psychological, and social well-being, influencing cognition, perception, and behavior. It likewise determines how an individual handles stress, interpersonal relationships, and decision-making. Mental health ...
campaign in 2016 with a dedicated UOKM8? website hub. Supported by charities including CALM, the campaign included a video series called 'Everyday Heroes' that featured a number of high-profile men including Olympian Louis Smith, and addressed their struggles with anxiety and depression. UOKM8? was recognised by the industry by winning awards including: Drum DADI, Masters of Marketing, Lovies and Webby. The campaign as a whole, reached in excess of 36 million and received over 4.8 million video views. UOKM8? was relaunched in 2018 with a shifted focus towards helping others suffering with mental health problems. In 2020, LADbible Group relaunched UOKM8? across its five major brands, LADbible, UNILAD, GAMINGbible, SPORTbible and Tyla during the UK's third lockdown as the company recognised readers were “suffering” under continued restrictive measures and in particular after the government's reversal of relaxation of rules for the Christmas period.


Plastic pollution

LADbible's biggest awareness campaign to date, 'Trash Isles', was designed to highlight the global problem of
plastic pollution Plastic pollution is the accumulation of plastic objects and particles (e.g. plastic bottles, bags and microbeads) in the Earth's environment that adversely affects humans, wildlife and their habitat. Plastics that act as pollutants are catego ...
in oceans. Featuring high-profile climate activists including Sir David Attenborough, Dame Judi Dench and Al Gore, the publisher approached the United Nations to declare an accumulation of plastic in the Pacific Ocean, as an official country, encouraging people to sign up to be a citizen. Trash Isles was identified by The Drum as one of the most awarded media campaigns of 2018, picking up accolades across the industry including eight Cannes Lions awards including two Grand Prix.


Blood donation restrictions

UNILAD launched 'Blood Without Bias' in November 2019 to campaign for a fairer blood donation system, and raise awareness for the fact that gay and bisexual men were still prohibited from donating blood by UK law unless they are willing to abstain from sex for three months. The campaign included the launch of the world's first blood bank for gay and bisexual men called 'The Illegal Blood Bank', where qualified medical professionals were on hand to assess donors, based on their broader sexual behaviour, and test the blood, in an effort to underline how much blood was potentially going to waste due to the law. UNILAD also shared content across its channels and started a petition on Change.org to demand that risk be assessed based on individual sexual behaviour, not sexual orientation alone. The campaign has nearly 1 million video views worldwide, achieved 10.8 million impressions online and in June 2021 the NHS revised its guidelines, opening blood donation up to anyone who has had the same sexual partner for three months or more. The campaign also won three awards at Cannes Lions 2021.


Awards

In November 2015, LADbible featured in
Manchester Evening News The ''Manchester Evening News'' (''MEN'') is a regional daily newspaper covering Greater Manchester in North West England, founded in 1868. It is published Monday–Saturday; a Sunday edition, the ''MEN on Sunday'', was launched in February 201 ...
for winning two awards at the Digital Entrepreneur Awards ceremony. LADbible won the Social Media Campaign of the Year (medium/large) and founder, Alexander Solomou, won the Young Digital Entrepreneur of The Year award. In June 2018, LADbible's "Trash Isles" campaign won eight Cannes Lions Awards at the Cannes Lions International Festival of Creativity. The campaign won two Grand Prix awards as well as a further two Gold, one Silver and three Bronze


See also

*
SPORTbible SPORTbible is a sports focused social media publisher with headquarters on Dale Street in Manchester's Northern Quarter, United Kingdom. SPORTbible is part of LADbible group and describes itself as "one of the largest communities for sports fans ...
*
UNILAD UNILAD is a British Internet media company and website owned by LADbible Group. The company markets itself as "a primary platform for youngsters for breaking news and relatable viral content", and has offices in London and Manchester. UNILAD was ...


References


External links

* {{official website, http://www.ladbiblegroup.com Mass media about Internet culture Internet properties established in 2012 Mass media companies of the United Kingdom Online companies of the United Kingdom Companies based in Manchester