Kin Community Canada and Corus Entertainment are working hard to bring new branded content to online video fans. The two companies have partnered with various Canadian YouTube creators to launch three new campaigns starting on May 13, 2015, surrounding products from hair brand Batiste, liquor company Mark Anthony’s Palm Bay, and food brand McCain SuperFries.
The first campaign will feature YouTube celebrities and Kin partners Theodore Leaf, Alexandrea Garza, and Carah Furry, who will use the hair product Batiste Dry Shampoo to demonstrate easy-to-replicate hairstyles. Leaf will show how Batiste helps provide volume after a gym workout, Garza will use the product to create a quick morning hair fix, and Furry will provide five different hairstyles using Batiste’s Dry Shampoo.
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Launching later in May, the four-week series Party Guide to Girls’ Night In will be hosted by Corus Radio hosts and CoralTV creators Dani and Catherine. The two women will discuss how to throw the perfect at-home, DIY party featuring liquor brand Mark Anthony’s Palm Bay. All videos in the Palm Bay campaign will be featured on CoralTV, as well as curated into a playlist on Kin Community’s YouTube channel.
Finally, Corus and Kin will also launch a campaign starting June 1 surrounding the #Modifry initiative from Canadian food brand McCain SuperFries. The first part of the campaign involves Sara Lynn from Domestic Geek, who will introduce the #Modifry campaign and invite viewers to enter a contest where they could win $5000. Next, Kin will work with select creators such as Diva Q BBQ, Chef Mike Ward, and Lauren Toyota from the hot for food blog to show how to whip up tasty treats and meals by combining fresh ingredients with McCain SuperFries.
For the Batiste and Palm Bay campaigns, Kin hopes to reach an audience of millennial women aged from 24-34 or 35 years old. The #Modifry campaign is aimed at adults aged 30 and older. All videos created under the three campaigns will have a home on Kin’s YouTube channel. The McCain SuperFries-themed initiative will also be featured on Corus TV networks and digital properties, while the Party Guide series will be featured on the CoralTV channel.
“We are thrilled to begin rolling out innovative campaigns that we’ve developed hand-in-hand with the creators on Kin Community and our brand partners,” said Lynn Chambers, Vice President of Client Marketing at Corus Entertainment, in a release. “Since partnering with Kin Community in September, we have been excited to leverage Kin Community Canada and launch these creative influencer programs that show the unique position that the multichannel network offers Corus.”
In addition to these three new campaigns, Kin recently partnered with home design and furniture company Wayfair for the new web series Overhaul. The show features the latest decorating styles and trends, and provides one celebrity each episode with a home makeover from Wayfair’s executive creative director Christiane Lemieux. The first episode shows viewers the new design of YouTube star Rosanna Pansino’s home.
You can check out all of Kin’s upcoming video content from the Batiste, Palm Bay, and McCain SuperFries campaigns on its official YouTube channel.
