Digital Transformation

Why an Oxygen.com destination is enjoying ‘Very Real’ success

By Adam Flomenbaum | Co-Executive Editor

October 16, 2015 | 3 min read

Earlier this year, Oxygen debuted a new online destination, Very Real, which lives on Oxygen.com. The section, which targets millennial women, combines content that integrates Oxygen talent with general lifestyle content.

Since its launch in May, the section has generated more than 2.6 million visits – accounting for 37 per cent of all traffic to Oxygen.com.

“At Oxygen, we’re always seeking new ways to connect with our passionate, young female audience,” Lisa Hsia, Executive Vice President of Digital, Bravo and Oxygen Media, told Found Remote. “With the launch of Very Real on Oxygen.com, we created a new, one-stop-shop for our female fans to easily find relatable and shareable content on topics they care about most. Whether it’s how to get ahead in their careers, tips on keeping the love alive in their relationships, updates on need-to-know pop culture news, or advice on how to incorporate runway looks into everyday style, fans can find and share it all from this new digital platform.”

More networks are devoting resources online to content that is on-brand, even if it does not feature the brand itself. There are Buzzfeed-like posts such as “8 ‘90s Icons You Should Definitely Dress Up As This Halloween” and there is also a stream of pop culture news.

“We know that our audience of strong, passionate millennial women spends a lot of their time online, so we wanted to create a digital hub with a constant stream of content catered to all of their passion points,” Hsia said. “The response to Very Real has been overwhelmingly positive with traffic growing an average of 30 percent every week since launch and the number of monthly referrals from social networks up 112 percent since launch.”

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