Vice's 'Broadly' Platform Celebrates Female Culture News
Laura McQuarrie — July 2, 2015 — Pop Culture
References: vice & marketingmagazine
Vice will soon be launching Broadly, a new channel that will appeal to a young female Millennial demographic with anything and everything to do with female culture, including politics, sex and fashion.
As a brand that has been working in partnership with Vice since 2012, Unilever jumped at the chance to sponsor the new channel, as part of a multi-year deal that will promote personal care products from Vaseline, Dove, Sure and Tresemme. Content on the Millennial storytelling site will be sponsored, branded and co-created.
Unilever CMO Keith Weed describes that: "We make everyday products and brands that are part of people lives. What Vice has done brilliantly is become woven into people lives; it’s not something people go to, Vice is a part of their lives." Since many young consumers appreciate authenticity and being part of discussions with a brand, Broadly will be a valuable opportunity for Unilever and Vice to directly interact with readers.
As a brand that has been working in partnership with Vice since 2012, Unilever jumped at the chance to sponsor the new channel, as part of a multi-year deal that will promote personal care products from Vaseline, Dove, Sure and Tresemme. Content on the Millennial storytelling site will be sponsored, branded and co-created.
Unilever CMO Keith Weed describes that: "We make everyday products and brands that are part of people lives. What Vice has done brilliantly is become woven into people lives; it’s not something people go to, Vice is a part of their lives." Since many young consumers appreciate authenticity and being part of discussions with a brand, Broadly will be a valuable opportunity for Unilever and Vice to directly interact with readers.
Trend Themes
1. Female Empowerment - Brands can leverage female community platforms to promote products and services that empower young women.
2. Millennial Marketing - Businesses can use female community platforms to tap into the large Millennial demographic and deliver targeted advertising.
3. Branded Content - Sponsoring and co-creating content on female community platforms can increase brand awareness and engagement among target audiences.
Industry Implications
1. Beauty - Beauty brands can partner with female community platforms to promote products that celebrate female culture, such as makeup and skincare.
2. Fashion - Fashion brands can use female community platforms to showcase the latest trends that resonate with young women, as well as run sponsored content and promotions.
3. Media - Media companies can create female community platforms that offer news and discussions that target the interests and experiences of young women, while providing sponsored content opportunities for brands.
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