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Unilever sponsors Vice’s new video channel for millennial women
Manuela Walfenzao| 24 de junio de 2015
El canal de video se llama Broadly y tiene como target a las mujeres millennials
Unilever closed a deal with Vice to sponsor the publisher’s new channel, called Boradly. It will be a website focused on young women, where there will be publishing and video content about politics, culture, sex and fashion.The sponsor begins this summer and will give access to Unilever to millions of viewers and the co-creationof content in the site that belongs to Vice. The publishing group has earned a niche of millennial readers through the narration of stories with an attitude and a tone that is particularly close to young people.For now, Unilever will be the exclusive partner in personal care. Vice confirmed that other brands from different sectors will also be present. The deal will begin with five products: Vaselina, Dove, Sure and Tresemme, emphasizing branded content. The team at Vice assured they will maintain publishing autonomy.The deal with Unilever has remained since 2012 in a very productive relation. “This is a sign of what is changing in our industry. The challenge is around content and how brands are creating relevant and penetrating content in people´s lives”, explained Keith Weed, CMO at Unilever, during Cannes Lions. “No one does it as well as Vice has done it and we think that Broadly is fantastic for Unilever and our audience. To learn to develop content the way Vice does it will be a great lesson for us”.
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