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.
Why This Trend Is Growing
- Female Empowerment
- Brands can leverage female community platforms to promote products and services that empower young women.
- Millennial Marketing
- Businesses can use female community platforms to tap into the large Millennial demographic and deliver targeted advertising.
- Branded Content
- Sponsoring and co-creating content on female community platforms can increase brand awareness and engagement among target audiences.
Industries Being Reshaped
- Beauty
- Beauty brands can partner with female community platforms to promote products that celebrate female culture, such as makeup and skincare.
- 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.
- 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.
