Testing the rebrand
Authentic brand insight from youth communities in the UK, Latin America and Europe.
Validation from audience shaping brand positioning across markets.
Identification of MTV taste makers and innovators within the MTV Bulbshare community.
Audience first approach embedded in future brand testing work.
Overview
MTV are the biggest and boldest youth entertainment brand on the planet. A global network that reaches more than half a billion households across TV, mobile and online with fun and innovative content and experiences. They champion youth, nurture their creativity and stand up for the issues they believe in.
Aim
To investigate and validate MTV's new look and feel across its international channels with the target audience of 16-24 year olds in three markets: UK, Europe, Latin America.
Strategy
Recruit 16-24 year olds globally to form the MTV co-creation community and test and validate brand position, creative collaboration and future trends.
Results
Validation from audience shaping brand positioning across markets.
Identification of MTV taste makers and innovators within the MTV Bulbshare community.
Audience first approach embedded in future brand testing work.
