Originally published on nielsen.com.
BRANDS WILL ACCESS TRANSLATION’S CULTURAL INTELLIGENCE VIA NIELSEN’S PLANNING, ACTIVATION AND MEASUREMENT SOLUTIONS TO BETTER UNDERSTAND HOW CAMPAIGNS RESONATE WITH CULTURAL INFLUENCERS
Today, Nielsen (NLSN) and Translation Enterprises are teaming up to create an offering to help brands activate, plan and measure what resonates in popular culture. Translation Enterprises is the combination of the leading music distribution platform UnitedMasters and the creative agency Translation, both founded by industry veteran Steve Stoute. As part of the new relationship, Nielsen will bring Translation’s cultural intelligence into its products.
Through Translation Enterprise’s universe of more than 600,000 artists and their hundreds of millions of fans, the company is able to glean insights from an audience graph to determine who and what’s resonating as well as emerging cultural trends. Together with Nielsen, these insights will help guide marketers who want to reach these audiences at scale.
“Now more than ever brands need to understand the people and things that are driving culture and message accordingly,” said Steve Stoute, Founder & CEO, Translation Enterprises. “This relationship brings together Translation’s deep understanding of the culture with Nielsen’s media products. Together we’ll provide brands a whole new way to connect with the audiences they are trying to reach.”
Brands seeking to launch a new product, raise their profile or amplify the reach of an influencer campaign will now be able to tailor their messages to consumers at the forefront of culture. For example, an automaker looking to drive awareness of its new brand positioning can engage audiences shaping what matters in their communities or a consumer goods company wanting to drive awareness of its new social justice-minded messaging can reach the influencers driving the most relevant conversations.
“Access to pop culture is a powerful lever that will give any brand the competitive edge,” stated Matt Krepsik, Global Head of Analytics at Nielsen. “By incorporating Translation Enterprise’s cultural intelligence into Nielsen’s media products, we are giving marketers exclusive access to these hard to reach tastemakers that represent where pop culture is heading.”
As part of this announcement, Nielsen will make Cultural Influencers audience segments available to help marketers reach audiences who can shape adoption of an emerging trend or product. In addition, Nielsen plans to leverage Translation’s cultural insights to develop a product that will enable marketers to measure how effectively a brand campaign resonates with cultural influencers and enables brands to adjust their campaign messaging accordingly.
The strategic relationship will extend through Nielsen’s planning, activation and measurement solutions. Nielsen Cultural Influencers segments are now available through Nielsen Marketing Cloud and via our top platform partners.