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Social CMI: Viceland Audience Case Study

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Charlotte Vang & Peter Fairfax from the Brandwatch Research team will talk through two Audience Segmentation case study examples, drawing on the techniques demonstrated in the morning's sessions.

Published in: Social Media
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Social CMI: Viceland Audience Case Study

  1. 1. Viceland Audience Case Study Finding the target audience CHARLOTTE VANG/ RESEARCH SERVICES
  2. 2. Setting the scene
  3. 3. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK
  4. 4. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK • The client had an idea that their audience were “millennials”
  5. 5. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK • The client had an idea that their audience were “millennials” • Brandwatch set out to find out:
  6. 6. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK • The client had an idea that their audience were “millennials” • Brandwatch set out to find: • Who is the target viewer of the new channel and what interests them?
  7. 7. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK • The client had an idea that their audience were “millennials” • Brandwatch set out to find: • Who is the target viewer of the new channel and what interests them? • Can we learn anything about how we best reach them?
  8. 8. Narrowing the search
  9. 9. Narrowing down the search Millennials “21st Birthday next week!” “Can’t believe I’m nearly 30” “Student at Uni. Southampton” “Moving out of my parents house”
  10. 10. Narrowing down the search UK Vice Readers Shared links to Vice articles in past 6 months
  11. 11. Narrowing down the search US Viceland Viewers Shared Viceland content or discussed the channel/shows since launch
  12. 12. Narrowing down the search µ UK general population benchmark
  13. 13. Narrowing down the search ? Potential UK Viceland Viewers Overlap/neighbouring behaviours & preferences of three related groups. Differentiated from the general population.
  14. 14. Profiling the UK Viceland viewer
  15. 15. Comparing the segments General Public Millennials Vice ReadersPotential UK Viceland Viewers
  16. 16. On social, a UK Viceland viewer is more likely to… General Public Millennials Vice Readers Potential UK Viceland Viewers
  17. 17. …Be male UK Viceland viewers are more likely to…
  18. 18. …Be male 47% 62% 66% 53% 38% 34% 0% 20% 40% 60% 80% 100% UK millennials Vice Readers UK Viceland Viewers US Male Female
  19. 19. …Be an older male 47% 62% 66% 53% 38% 34% 0% 20% 40% 60% 80% 100% UK millennials Vice Readers UK Viceland Viewers US Male Female 62% 38% Older millennials (25-34) Younger millennials (16-24) Age Bracket for UK Millennials engaging with Vice content
  20. 20. UK Viceland viewers are more likely to… …have more mainstream interests than the core Vice reader
  21. 21. Interest Millennials Vice readers Sports 15% 12% Music 12% 12% Family & Parenting 10% 6% Food & Drinks 8% 8% Books 6% 9% Games 6% 5% TV 8% 3% Fine arts 4% 6% Movies 5% 5% Technology 2% 4% Politics 2% 7% …have more mainstream interests than the core Vice reader
  22. 22. General …have more mainstream interests than the core Vice reader Millennials Vice readers
  23. 23. …Be interested in cult drama shows, but not as strongly as the core Vice reader. UK Viceland viewers are more likely to…
  24. 24. 53% 15% 28% 4% General Drama Entertainment Reality Shows Sitcom 56% 12% 28% 4% Millennials 62%12% 21% 5% Vice Readers …Be interested in cult drama shows, but not as strongly as the core Vice reader.
  25. 25. “ Guilty pleasure time #MIC #MadeInChelsea @E4Chelsea @E4Tweets ” “ Made in Chelsea has been my guilty pleasure for a good few years now ” “ Daughter and I are watching #MadeInChelsea (our guilty pleasure) - watching them dine. We're like 'fill up mi plate nuh!’ ” “ The guilty pleasure is back 😄 #LoveIsland ” …Consider reality TV a guilty pleasure
  26. 26. …Share positive opinions of a TV show online UK Viceland viewers are more likely to…
  27. 27. …Share positive opinions of a TV show online General negativity 22% Millennial negativity 21% Vice negativity 23%
  28. 28. …Share positive opinions of a TV show online General positivity 53% Millennial positivity 50% Vice positivity 43% General negativity 22% Millennial negativity 21% Vice negativity 23%
  29. 29. …dual screen and to post online in anticipation of upcoming shows. UK Viceland viewers are more likely to…
  30. 30. 1.0x 5.6x 5.2x 0.0 1.0 2.0 3.0 4.0 5.0 6.0 General Millennials Vice readers LIKELIHOODTOSHAREONLINE Ratio of “watching” conversation …dual screen and to post online in anticipation of upcoming shows.
  31. 31. General Millennials Vice readers …dual screen and to post online in anticipation of upcoming shows.
  32. 32. Using the research NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  33. 33. Potential strategies On-screen pop-ups
  34. 34. On-screen pop-ups Gaming programmes Potential strategies
  35. 35. On-screen pop-ups Focus messaging Gaming programmes Potential strategies
  36. 36. On-screen pop-ups Gaming programmes Focus messaging Widen demographics Potential strategies
  37. 37. Now you know

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