Case Study: Bell Media’s VRAK boosts millennial engagement with Dialekta

Bell Media Property (vrak) boosts 225,000 video views with Dialekta

Bell Media's youth-focused television channel, VRAK, faced the challenge of repositioning itself to reach a millennial audience that was highly distrustful of traditional advertising. To overcome this, they enlisted the help of vendor Dialekta to develop a new media strategy that could connect with this demographic organically and generate ad income despite their aversion to commercials.

Dialekta implemented a content marketing strategy that included partnering with major influencers, creating native ad formats like themed stickers for messaging apps, and promoting content on platforms like Snapchat and Instagram. The results were significant, with influencer videos surpassing 225,000 views, stickers being used over 100,000 times, and view-through rates reaching 34% on YouTube. Dialekta successfully helped VRAK rebrand and achieve strong engagement with its new target audience.