Brandwatch conducted research for Vice to help them understand their potential audience for the launch of Viceland UK. They segmented audiences into millennials, UK Vice readers, US Viceland viewers, and the general UK population. Brandwatch analyzed these groups using social media data and found key insights around shows like Made in Chelsea being "guilty pleasures" for the target Viceland audience. Their findings and suggested actions helped Vice make strategic decisions for the Viceland UK launch.