'They like to be a part of the social conversation. 'We call them social Sophies,' Jacqueline Parkes, CMO of MTV, VH1, CMT, and Logo, and EVP of Viacom's Digital Studios, told Business Insider, using an internal, alliterative term. To sell the show to a broader audience, MTV targeted viewers who enjoyed other reality and docuseries that were similar to the 'The Hills.' It was pursuing more than the millennials who grew up watching 'The Hills' and its predecessor 'Laguna Beach' in the 2000s. MTV had been working since 2016 to restore its reputation among the teens and young adults who had been its core audience. When MTV premiered 'The Hills: New Beginnings' in June, the network wanted the reality-TV revival to be more than just a nostalgia play. Parkes called them 'social Sophies' because they liked to be a part of the social conversation and were drawn to programming around fashion, dating, and reality TV.The network's marketing team targeted audiences on social media who enjoyed similar reality TV and docuseries, but weren't already watching 'The Hills.'.MTV CMO Jacqueline Parkes told Business Insider how her team worked with Google's insights lab to introduce its revival of 'The Hills' to new audiences.

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