Two companies with their own broad audiences are teaming up to provide an attractive option for brands. StyleHaul, the YouTube network best known for its fashion, beauty, and lifestyle content, has joined forces with publisher Time Inc., which operates more than two-dozen recognizable magazine brands, to create sponsored campaigns for a number of partners.
The deal will marry Time Inc.’s publishing expertise with the expansive and influential nature of StyleHaul’s partner network. Branded projects authored by the two companies will play across multiple platforms, with social media campaigns supporting a wide array of videos. The goal is to offer both reach and engagement — and both StyleHaul and Time Inc. believe they can pull that off.
“The scope and value of Time Inc.’s brands inspire our community and reflect the same passions,” said Stephanie Horbaczewski, CEO of StyleHaul, in a press release. “Together we are able to create dynamic content that resonates with audiences as well as offer our advertising partners a unique and authentic way to engage and extend innovative programs.”
StyleHaul and Time Inc. have already been in talks together for about a year, though their partnership was only recently made official. A recent collaboration between the companies forecasts the sort of work they plan to do together in the future. It supported Walgreens’ “Whatever Makes You Feel Beautiful” campaign, and its participants included Time Inc. publications like Entertainment Weekly and People as well as StyleHaul partners like Nikki Phillippi.
StyleHaul is supported by European media company RTL Group, which acquired a controlling stake in the digital network back in 2014. That deal was valued at $107 million.