Understanding your Audience

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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.

Marketing

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© 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

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© 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

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© 2016 Brandwatch.com
Coming Up
• Introductions to VICE and Brandwatch
• Discussion on VICELAND Launch in UK
• Q&A

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© 2016 Brandwatch.com© 2016 Brandwatch.com
Vice

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© 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.

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© 2016 Brandwatch.com© 2016 Brandwatch.com
Brandwatch

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© 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.

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© 2016 Brandwatch.com© 2016 Brandwatch.com
Discussion

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© 2016 Brandwatch.com
What was the opportunity VICE had in front of
them? Any potential threats?

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#brandwatchtips
© 2016 Brandwatch.com
Why did Vice ask for Brandwatch to conduct
this research?

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© 2016 Brandwatch.com
What was the approach Brandwatch took to
help solve this for VICE?

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#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”

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#brandwatchtips
© 2016 Brandwatch.com
Audience Segmentation
UK Vice Readers
Shared links to Vice articles in
past 6 months

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#brandwatchtips
© 2016 Brandwatch.com
Audience Segmentation
US Viceland Viewers
Shared Viceland content or discussed
the channel/shows since launch

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#brandwatchtips
© 2016 Brandwatch.com
Audience Segmentation
UK general population benchmark

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#brandwatchtips
© 2016 Brandwatch.com
Audience Segmentation
?
Potential UK
Viceland Viewers
Overlap/neighbouring behaviours &
preferences of three related groups.
Differentiated from the general
population.

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#brandwatchtips
© 2016 Brandwatch.com
What methodology did you use to get to know
the different audiences? Did you come up
against any problems?

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#brandwatchtips
© 2016 Brandwatch.com
Did you use any data from the US and Canada
launch?

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#brandwatchtips
© 2016 Brandwatch.com
Did you employ any new tactics in this
research that perhaps you hadn’t used
before?

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#brandwatchtips
© 2016 Brandwatch.com
Did the Brandwatch data match any internal
insights that the team at Vice had gathered?

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#brandwatchtips
© 2016 Brandwatch.com
Were there any insights you found especially
surprising?

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#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 ”

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#brandwatchtips
© 2016 Brandwatch.com
What were the key findings and suggested
actions based on the research?

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#brandwatchtips
© 2016 Brandwatch.com© 2016 Brandwatch.com
Q & A

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#brandwatchtips
© 2016 Brandwatch.com
Find more content here:
brandwatch.com/blog
info@brandwatch.com
facebook.com/brandwatch
@brandwatch

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Understanding your Audience

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 #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

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.

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.

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.

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 ”

Understanding your Audience

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