VICE’s TV channel VICELAND had an enviable range of ground-breaking content, but ratings and awareness remained low. VICE asked us to create a strategy to grow its audience on linear TV and VOD.
We took a three-stage approach to the challenge. With limited existing data and knowledge, we first needed to establish who the core audience were and what they most appreciated about the channel. To do this we set up a UK-wide community of viewers to learn more about them and how they perceived VICELAND’s current niche.