News UK’s commercial division launches The Times Social Studio with Estée Lauder as its first client
After a successful launch of The Sun Social Studio in 2019, News UK’s commercial division, The Bridge, has launched The Times Social Studio.
The branded social video product offers agile newsroom video capabilities for clients that want to reach The Times and The Sunday Times’ off-platform digital audiences on Facebook, Instagram and YouTube with a combined audience of 2.5 million.
In its first campaign, which is tailored from a demand for style-related content during the COVID-19 pandemic, The Bridge has created Shop With Style for Estée Lauder to support its Futurist Hydra Rescue Moisturising 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 features on The Sunday Times Style YouTube channel. The video features British pro makeup artist for Estée Lauder, Emma Tillman, who shares her industry tips and tricks with Sarah Jossel, beauty director at The Sunday Times’ Style magazine.
Nicola Casey, MD 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. The team behind The Times Social Studio has been a brilliant partner in ensuring high-quality video production despite social distancing and we’re excited to reach existing and new Estée Lauder customers via Style’s social channels.”
Jo Carrigan, head of commercial content for News UK commented: “We expect many brands will want to maximise the opportunities our large off-platform audience present. Shop With Style will be the first of many social video campaigns we expect to be able to offer to advertisers.”