Case Study: VaynerMedia achieves deep niche community audience insights with Affinio

VaynerMedia - Customer Case Study

VaynerMedia, a social-first digital agency, was tasked by a major TV network to understand who tuned into a new comedy’s nationwide premiere. Traditional social listening captured chatter but couldn’t reveal the niche communities or cultural interests within the audience, so VaynerMedia engaged Affinio and its audience-mapping platform to add the deeper, interest-based dimension missing from standard listening tools.

VaynerMedia uploaded a filtered sample of 3,000 premiere tweeters into Affinio, whose deep-learning interest graph and network engine created social fingerprints and clustered viewers into eight distinct niche communities—including Online Gamers, Baseball Fans, Fashion & Entertainment News and a surprising super-fan group tied to a cast member. Affinio’s analysis showed the audience was more diverse than expected and provided VaynerMedia and the network with actionable cultural insights to better target, grow, and nurture the show’s fan base.

VaynerMedia

Juliana Lewis

VaynerMedia