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Brief Published: 18 Mar 2014

Wonder PL: Curated Video Mood Board


Wonder PL (Place) has launched as the first "quality" curated video platform focused on lifestyle content for a Gen X and early boomer audience. Stylus spoke to founder and chief executive Sofia Fenichell about its aim to be the next-generation media and advertising tool.

According to Fenichell, as online video consumption continues to grow at unprecedented rates – it’s expected to double by 2016 – she saw “an addressable market in quality lifestyle video content that was being overlooked by traditional players”. Aged 30 to 60, these consumers are looking for a more discerning selection of ad-free content. “People want to live better, feel better and be better,” said Fenichell. “Our mission is to connect time-strapped consumers with quality lifestyle content.” 

Available as an iOS app, Wonder PL broadly offers content on wellness, food, culture, and home and family. At launch, content came from a roster of brands, personalities and cultural partners, including MOCAtv (Museum of Contemporary Art, Los Angeles), British Michelin-starred chef Tom Aikens, and UK-based beauty apothecary, Space NK. Users can follow specific creators or other like-minded users and their ‘collections’ of content.

Fenichell explained that Wonder PL’s data-driven programming enables brands and creators to micro-target viewers more effectively. For the consumer, this also means the platform will start to understand their discovery preferences. “A beautiful piece of art deserves the right audience through better targeting,” Fenichell added. 

Nicky Kinnaird, founder of Space NK, who hosts tutorials and tips on Wonder PL, told Stylus: "Video is a powerful medium, but in an increasingly populated digital world, it can be difficult to cut through the clutter. The Wonder PL app plays on the current trend for curation with relevant, shareable content that you can tailor to your interests. Wonder PL: the ultimate video mood board."

Here, the Pinterest model, with a focus on visual curation, works well to tailor a feeling or aesthetic. Users can also search and curate content by mood or look. See Curation & the Tastegraph for more on visual curation culture online.

For more on branded video content, see YouTube Storytelling, Chipotle: The Next Netflix?, The Future of Branded Content and The Value of Long Form