News UK’s commercial division has launched The Times Social Studio to target the title’s off-platform digital audiences on Facebook, Instagram, and YouTube which have a combined reach of 2.5 million individuals, primarily aged between 18-34 years.
According to Jo Carrigan, Head of Commercial Content for News UK, the launch of The Times Social Studio has been a natural extension following the success of The Sun Social Studio which launched late last year.
Terms of the deals being offered to brands aren’t available but they are thought to be similar to those offered by The Sun Social Studio which guaranteed “one million video views” to its first client, The Perfume Shop and was instrumental to the brand choosing the publisher over a social video agency.
In its first campaign for The Times Social Studio, The Bridge (News UK’s commercial division) has created Shop With Style for Estée Lauder to support a moisturizing product, Futurist Hydra Rescue Moisturizing Makeup SPF45. Shop With Style is a virtual e-shopping format, combining two key social video trends of the moment: online spending and unboxing.
The seven-minute-long video, which launched last week, features on The Sunday Times Style YouTube channel, and sees Emma Tillman, UK pro makeup artist for Estée Lauder, sharing her industry tips via Zoom with Sarah Jossel, beauty director at The Sunday Times’ Style magazine.
Nicola Casey, Marketing Director at Estée Lauder UK said, “Shop with Style is the perfect platform for us to showcase our latest products to The Sunday Times Style’s large off-platform audience. We’re excited to reach existing and new Estée Lauder customers via Style’s social channels.”