Case Study: VICE drives higher engagement and traffic with Naytev

VICE - Customer Case Study

VICE, a global media company with 3,000+ employees across 16 social handles and teams on three continents, needed a better way to run social A/B tests and prove what content performed best. Their main challenge was driving monetized outcomes like traffic and video views while also understanding how small creative changes affected engagement and performance. Naytev’s social A/B testing platform helped them simplify testing and reporting across a large, distributed team.

Using Naytev, VICE was able to test headlines, thumbnails, and other creative variations at scale, making it easier to align instinct with data. The results were strong: VICE reported a 229% increase in clickthrough rate, 80% higher engagement, 27% higher video view rate, and 19% higher video view time, along with lower costs per engagement, click, and view. Naytev also helped VICE improve traffic generation and demonstrate performance differences more clearly across the organization.

VICE

Jack Hansley

Director Of Audience