Vice's 4-month-old digital channel Broadly has hit the ground running. Today the female-focused site is rolling out its first Web series under a new partnership with Unilever.
The sponsored program focuses on women in workplaces typically dominated by men and includes an ad campaign highlighting Unilever's TRESemmé brand. The first episode of A Day With debuts today and follows Denisse Arranda, a Venezuelan transplant, sports car enthusiast and one of the top engineers for NASA.
"At Broadly, we're committed to covering issues that our audience cares about, from their point of view," said creative director Amel Monsur. "Our new profile series, A Day With, does just that, spotlighting the unsung yet inspiring women from all over the world who navigate not only their careers, but everything in life with purpose."
Of Vice's 11 digital channels, Broadly's launch in August was the company's most successful, even beating out Vice News in its infancy.
Vice's in-house agency Virtue Worldwide created a custom media campaign for TRESemmé, called "TRESemmé Guide to Power Posing," which will run as pre-roll for A Day With. The campaign offers a step-by-step guide for women to exude confidence in the workplace through an array of power poses, including the "Commander in Chief" and "The Wing."
"TRESemmé believes that Broadly can drive purposeful and authentic conversations with our consumers, particularly the community of young women who now engage with content that focuses on what matters most to them," said Rob Candelino, vp of marketing, Unilever. "That includes having the confidence and presence to succeed in the workplace."