Understanding your Audience

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© 2016 Brandwatch.com

Webinar/Understanding your audience:

Bex Carson, Director, Global Research ServicesHannah 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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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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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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Brandwatch

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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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Discussion

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What was the opportunity VICE had in front of them? Any potential threats?

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Why did Vice ask for Brandwatch to conduct this research?

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What was the approach Brandwatch took to help solve this for VICE?

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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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UK Vice ReadersShared links to Vice articles in past 6 months

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US Viceland ViewersShared Viceland content or

discussed the channel/shows since launch

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UK general population benchmark

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?Potential UK

Viceland Viewers

Overlap/neighbouring behaviours & preferences of three related groups.

Differentiated from the general population.

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What methodology did you use to get to know the different audiences? Did you

come up against any problems?

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Did you use any data from the US and Canada launch?

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Did you employ any new tactics in this research that perhaps you hadn’t used

before?

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Did the Brandwatch data match any internal insights that the team at Vice

had gathered?

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Were there any insights you found especially surprising?

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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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What were the key findings and suggested actions based on the

research?

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Q & A

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Find more content here:brandwatch.com/blog

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@brandwatch

Understanding your Audience

Marketing

Transcript of Understanding your Audience