As Time Inc. continues to expand on its digital footprint, the publishing giant has partnered with MCN StyleHaul to bring more millennial-friendly voices into its branded content.
First up is a branded content campaign for U.S. drugstore chain Walgreens which will include beauty influencers from StyleHaul’s network. The online talent involved in the campaign have not yet been named.
The resulting video content will be distributed across Time’s digital properties including People, People en Espanol and Essence.
Stephanie Horbaczewski, CEO at StyleHaul, told StreamDaily the content will also be distributed on YouTube, Instagram and Facebook through the influencers’ social channels.
“We both have tremendous distribution,” said Horbaczewski (pictured) of the deal’s direct benefits.
Horbacsewski said StyleHaul’s experience in the branded content realm — its first original series, the Maybelline-sponsored Vanity, recently bowed on the MCN’s YouTube channel — will help guide future branded-content campaigns under the Time partnership.
“The strategy behind branded content is to think of it like a rock,” she said. “It’s heavy — meaning it’s expensive — but you can’t just drop it in a puddle, make waves and leave it. In order to have a real impact, you have to keep re-inserting branded content that contains the brand message over and over.”