Building a Media Kit for the #1 Youth Media Company

The team built upon VICE Digital’s evolving media kit, aggregating info that educated media buyers and brands about branded content offerings. Ultimately, the user’s end goal was to buy targeted ad space in VICE’s growing network. Their initial kit was comprised of different PDFs and a vague website with no lead generation.  

I worked closely with a UX, strategy, and development team. My role was to showcase statistics about VICE’s audience and platforms. as well as bring to life examples of their growing library of ad products. Finally, I developed a solution to smooth out email capture. 

Responsive, with a Focus on Desktop

We made a robust desktop experience, since most media buyers came to the site as part of their jobs versus casually viewing on their phones. In addition, the VICE sales team intended to use the site in presentations and wanted it to emulate the experience of a keynote.

Animated Content & Interactions

I made sure that video and animation played an important role in the user’s experience navigating the site. We decided to do this because VICE’s brand is so connected with movement. 

Its most successful achievements are linked to their expansive library of digital videos, its strong editorial photography, and their expansion into television with VICELAND.

Ads in Context

I gathered their best-in-show product examples and demonstrated them in context with video, so that media buyers understood exactly what each product could deliver.

Audience Segmentation

I segmented the audience into “Mindsets” that define each group by interests and passions. Media buyers can quickly assess which groups are the best to target. Linking that data to corresponding channels took it one step further to give users the knowledge of exactly where they can put their media dollars.