Viacom’s marketing and creative content team Viacom Velocity has teamed up with language analysis platform Canvs in an attempt to feel out user reactions to its marketing campaigns.

Viacom said the partnership will integrate Velocity’s Echo Social Graph product, which measures the effectiveness and virality of marketing campaigns, with Canvs’ emotional language analysis to “devlier deeper insights” about the impact of a campaign on consumers. The joint venture will extend Canvas’ analysis to five social media platforms, including Twitter, Facebook, Tumblr, YouTube and Instragram.

According to Viacom, Canvs’ help will be especially useful in deciphering millennial jargon and translating words – like “sick” – that can have a double meaning. Viacom’s Echo Social Graph will be able to access Canvs’ database of pop culture words and phrases, as well as its interpretations of user emotions linked to specific language.

Among the 56 “emotions” interpreted by Canvs are reactions including “trippy,” “awkward,” “boring,” “enough said,” “goosebumps,” “guilty pleasure” and “mindblown.”

“Layering Canvs’ analytics into Echo 2.0 deepens the insights we provide our clients like no one else can in the industry,” said Viacom Velocity’s vice president Lydia Daly, “Our team uses this information to ensure that we deliver our partners’ brand messages with maximum effectiveness.”