Following the success of the 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 will offer 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, say the publishers.
In its first campaign, and born 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. In the video, Emma Tillman, UK pro makeup artist for Estée Lauder, shares her industry tips and tricks with Sarah Jossel, beauty director at The Sunday Times’ Style magazine. Emma talks through the brand’s skincare and makeup offering and creates a bespoke look for Sarah as she tries the latest products. A ninety-second edit will also be pushed on Style’s Facebook and Instagram pages driving traffic to the long-form content hosted on STYLE’s YouTube page.
“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,” said Nicola Casey, MD at Estée Lauder UK.
“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,” commented Jo Carrigan, head of commercial content for News UK.