Publishing
Vice Benelux
Our digital strategy was based on the development of a family of channels devoted to young people's passion points like music, food, fashion, news and tech. This diversified approach not only massively built out our audience, but also enabled us to work with a wide variety of A brands and partners to develop, distribute and monetise our content.
'Vice Votes' campaign
In order to get young people to vote in the 2017 Dutch elections, I've initiated and developed a content program called 'Vice Votes'. It consisted of multiple video's with political leaders based on questions from young voters, a 360 live streamed debate and several (sub)campaigns. It had a massive impact with the content drove millions of views and gained a lot of press. I've financed the program with a strategy that was based on a combination of commercial and public funding and an innovative content distribution approach which pushed the advertising revenue to exceed our KPI's.
Jagermeister repositioning
To make Jagermeister part of the lives and culture of a younger demo we've developed the innovative branded program 'Jagerland' which consisted of an editorial platform, (video)content and an event series. It ran between 2009-2012 and re-positioned Jagermeister within a new and influential audience without alienating existing customers.