Estée Lauder debuts News UK's latest branded social video product

Tyrone Stewart

Estée Lauder has become the first brand to create a campaign through News UK’s branded social video product for The Times. The Times Social Studio has been launched by The Bridge, News UK’s commercial division, and follows the launch of The Sun Social Studio in 2019.

The product offers video capabilities for brands who want to reach The Times and The Sunday Times’ digital audiences on Facebook, Instagram, and YouTube.

The first campaign has seen The Bridge create a virtual e-shopping format, called Shop With Style, for Estée Lauder to support its Futurist Hydra Rescue Moisturizing Makeup SPF45. The seven-minute video, on The Sunday Times Style YouTube channel, features UK pro makeup artist for Estée Lauder Emma Tillman sharing makeup tips via Zoom with Sarah Jossel, Beauty Director at The Sunday Times’ Style magazine. There has also been a 90-second edit shared on Style’s Facebook and Instagram pages to drive traffic to the YouTube video.

“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.”