Viacom has always occupied a unique role in our cultural ecosystem, able to shape and dictate culture while also creating it. With The Culture of Proximity (CoP), our documentary study based on proprietary research, Viacom Velocity wanted to provide marketers with a new foundation on which to build their relationships with consumers. We used strategic storytelling to show brands how to connect the dots between the numbers and the actual people behind them. The result is a strategic toolkit to help marketers navigate our quickly evolving culture.
Velocity is reinforcing our brand as creative storytellers and thought leaders who value innovative storytelling grounded in data. With The Culture of Proximity we have produced an entertaining, dynamic look at the cultural landscape that underlies the way we help marketers—and the way we help marketers help themselves. The study weaves together insights, research and observations from a wide variety of experts: academics, marketers, celebrities, influencers, and young people. We began our work with CoP 1.0, where we explored the cultural shift responsible for reshaping the dynamics of our world. CoP 2.0 takes a deeper dive, fully examining the impact of these tremendous cultural shifts, and exploring what proximity means specifically for brands.
10.3 million overall impressions across social media, as well as features in Forbes, Fast Company, the Huffington Post, and Adweek.
