lauren merriam

Kin Community launches branded content division

The new studio is headed by Lauren Merriam, VP of sales, and Beth Le Manach, VP of programming.
July 2, 2015

Kin Community has officially entered the world of branded content creation with the launch of Kin Studios.

The new studio will be headed by longtime Kin executives Lauren Merriam (pictured), VP of sales, and Beth Le Manach, VP of programming. The studio, according to reps for the women’s lifestyle-oriented digital network, has already scored branded content deals with Beiersdorf, P&G and Wilton.

Jennifer McDonnell, Kin’s VP of partnerships, will work with in conjunction with the studio to oversee the network of creators.

Le Manach, in a statement, said the studio allows Kin to match creators with brands that are looking to “build meaningful connections with our engaged community.”

“Brands are excited about the power of Youtube and see value in influencer marketing across social platforms,” said Merriam.

The studio services include content ideation and in-house production services, along with customized campaigns, premium media and social activations.

Carole Rissmann, VP marketing for Beiersdorf U.S., an international skin care company, confirmed in a statement that her company has completed several projects with Kin Studios. A recent video campaign for Aquaphor ointment involved Brooke Burke, whose channel, ModernMom, has 208,753 subscribers and 38 million views. A second campaign for Beiersdorf’s Nivea brand involved five influencers, including beauty vlogger Carah Amelie (243,843 subscribers and 31 million views).

The unveiling of the new studio comes as other digital networks undertake similar moves.

Earlier in June, AOL launched Partner Studio, an in-house creative agency for branded content. The studio has since partnered with Georgia-Pacific to create and spread a full-scale custom content program across a range of online activations. Videos will be featured on AOL’s media properties, including the Huffington Post and StyleMePretty, and distributed through the AOL On Network and AOL’s Be On Platform.

Reps for Kin said the studio launch is one more step in the brand’s evolution towards becoming a global women’s lifestyle media network. Unlike other MCNs that work with thousands of creators, Kin’s business model is to place itself as a “boutique” network. To date it works with just over 100 influencers, all of whom boast high audience numbers on their respective Youtube channels and across social media.

Founded in 2007, Kin Community has a total of 42 million Youtube subscribers. Most of them are women (78%).

The California-based MCN is backed by Corus Entertainment, Mayfield Fund, General Catalyst Partners, Rustic Canyon Partners, Atomico and Emil Capital.

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