THE WHAT? News UK’s commercial division, The Bridge has launched a branded social video product, The Times Social Studio aimed at brands looking to reach The Times and The Sunday Times’ off-platform digital audiences – and Estee Lauder is set to be its first client.
THE DETAILS Shop with Style for Estee Lauder, as the creative created by The Bridge has been dubbed, combines two social video trends: unboxing and online shopping. The video will appear as a 90-second edit and seven-minute feature and is designed to promote the brand’s Futurist Hydra Rescue Moisturising Makeup SPF45.
THE WHY? With a combined audience of 2.5 million across Facebook, Instagram and YouTube, the platform certainly boasts reach. As Nicola Casey, MD at Estee Lauder UK explains, “Shop with Style is the perfect platform for us to showcase our latest products to The Sunday Times Style’s large off-platform audience.”