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Understanding your Audience

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How VICE discovered unique insights in the launch of VICELAND UK

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Understanding your Audience

  1. 1. 1 #brandwatchtips © 2016 Brandwatch.com Webinar/ Understanding your audience: Bex Carson, Director, Global Research Services Hannah Tregear, Customer Marketing Manager How Vice discovered unique insights in the launch of VICELAND UK
  2. 2. 2 #brandwatchtips © 2016 Brandwatch.com2 Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about our discussion @Brandwatch #BW_Webinar A download and recording of the webinar will be made available after the event
  3. 3. 3 #brandwatchtips © 2016 Brandwatch.com Coming Up • Introductions to VICE and Brandwatch • Discussion on VICELAND Launch in UK • Q&A
  4. 4. 4 #brandwatchtips © 2016 Brandwatch.com© 2016 Brandwatch.com Vice
  5. 5. 5 #brandwatchtips © 2016 Brandwatch.com VICE is the world’s preeminent youth media company and content creation studio. Launched in 1994, VICE now operates in over 30 countries and distributes its programming to viewers across digital, linear, mobile, film and socials. VICE includes an international network of digital channels; a weekly and daily news programming partnership with HBO; a television and feature film production studio; a magazine; a record label; an in-house creative services agency; and a newly launched TV network, VICELAND.
  6. 6. 6 #brandwatchtips © 2016 Brandwatch.com© 2016 Brandwatch.com Brandwatch
  7. 7. 7 #brandwatchtips © 2016 Brandwatch.com Brandwatch is the world’s leading social intelligence company. The company’s flagship products, Brandwatch Analytics and the Vizia platform, fuel smarter decision making around the world. The Brandwatch platform is used by over 1,200 brands and agencies, including Unilever, Whirlpool, British Airways, Asos, Walmart and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San Francisco, Berlin, Stuttgart, Paris and Singapore.
  8. 8. 8 #brandwatchtips © 2016 Brandwatch.com© 2016 Brandwatch.com Discussion
  9. 9. 9 #brandwatchtips © 2016 Brandwatch.com What was the opportunity VICE had in front of them? Any potential threats?
  10. 10. 10 #brandwatchtips © 2016 Brandwatch.com Why did Vice ask for Brandwatch to conduct this research?
  11. 11. 11 #brandwatchtips © 2016 Brandwatch.com What was the approach Brandwatch took to help solve this for VICE?
  12. 12. 12 #brandwatchtips © 2016 Brandwatch.com Audience Segmentation Millennials “21st Birthday next week!” “Can’t believe I’m nearly 30” “Student at Uni. Southampton” “Moving out of my parents house”
  13. 13. 13 #brandwatchtips © 2016 Brandwatch.com Audience Segmentation UK Vice Readers Shared links to Vice articles in past 6 months
  14. 14. 14 #brandwatchtips © 2016 Brandwatch.com Audience Segmentation US Viceland Viewers Shared Viceland content or discussed the channel/shows since launch
  15. 15. 15 #brandwatchtips © 2016 Brandwatch.com Audience Segmentation UK general population benchmark
  16. 16. 16 #brandwatchtips © 2016 Brandwatch.com Audience Segmentation ? Potential UK Viceland Viewers Overlap/neighbouring behaviours & preferences of three related groups. Differentiated from the general population.
  17. 17. 17 #brandwatchtips © 2016 Brandwatch.com What methodology did you use to get to know the different audiences? Did you come up against any problems?
  18. 18. 18 #brandwatchtips © 2016 Brandwatch.com Did you use any data from the US and Canada launch?
  19. 19. 19 #brandwatchtips © 2016 Brandwatch.com Did you employ any new tactics in this research that perhaps you hadn’t used before?
  20. 20. 20 #brandwatchtips © 2016 Brandwatch.com Did the Brandwatch data match any internal insights that the team at Vice had gathered?
  21. 21. 21 #brandwatchtips © 2016 Brandwatch.com Were there any insights you found especially surprising?
  22. 22. 22 #brandwatchtips © 2016 Brandwatch.com Guilty Pleasures “ 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 ”
  23. 23. 23 #brandwatchtips © 2016 Brandwatch.com What were the key findings and suggested actions based on the research?
  24. 24. 24 #brandwatchtips © 2016 Brandwatch.com© 2016 Brandwatch.com Q & A
  25. 25. 25 #brandwatchtips © 2016 Brandwatch.com Find more content here: brandwatch.com/blog info@brandwatch.com facebook.com/brandwatch @brandwatch

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