VICE: Growing audiences for an evolving lifestyle brand

Solutions - Decoding People
  • Consumer segmentation
  • Direct-to-consumer
  • Digital ethnographies
  • Go-to-market assessment
  • Ideation groups
  • Quantitative research

VICE has been rewriting the rules from its early days as a lifestyle brand with a passionate following. Through the years, we’ve been a strategic partner to VICE helping them grow and connect with their audiences as they have expanded into new businesses.

Our partnership with VICE has included segmentation work to identify the core target audience for launching VICELAND and a direct-to-consumer study to understand consumer needs and market opportunities in other lifestyle end-markets. Creating strategic clarity on these complex objectives requires a multi-faceted lens; our multi-method approaches have included ideation groups, digital ethnographies and stakeholder workshops for exploration as well as quantitative research for sizing opportunities and validating direction.

Our client came away with a targeting strategy for VICELAND that identified their most attractive viewer segments and how to reach them – with recommendations on content development. Through our direct-to-consumer recommendations, VICE also identified strategic opportunities in different content categories and channels, informing the launch of multiple new initiatives.

More Thinking

Solutions - Media and Entertainment

Syfy: charting growth in an expanding genre universe

Read Case Study
Expertise - Digital Culture

REVOLT: a digital code of conduct

Read Case Study
Expertise - Gender

Mondelez: barstool bonding with the guys

Read Case Study