Schwarzkopf announces year-long sponsorship deal of Vevo's Lift platform
Vevo and Schwarzkopf have entered into a year-long partnership that will see the hair styling brand sponsor Vevo’s emerging artist Lift series in the UK.
The Lift platform has created for selected emerging artists, allowing them to boost their careers and reach new fans by through new content around their music. The Lift series, which is entering its third year, has previously included artists such as Rita Ora, Labrinth and Conor Maynard.
As part of the deal, brokered by MEC Access, Schwarzkopf’s got2b range has been made highly visible, with a continuous presence across Vevo’s platform and devices throughout the five Lift cycles planned for 2014.
In addition, got2b and Vevo will offer viewers the chance to meet the Lift artists via competitions on got2b’s social media platforms and viewers will also be able to go behind-the-scenes with exclusive videos focusing on hair and fashion styling.
“Sponsorship has been an integral part of our communication strategy on got2b for the last four years, and this partnership with Vevo is a natural evolution for the brand as we know that our target audience of 16-24 year-olds are spending an ever increasing amount of time online. Placing got2b around celebrity music content on Vevo is the perfect fit,” explained Ben Haxworth, head of marketing at Schwarzkopf.
Nic Jones, Vevo’s senior vice president, added that as “brands look to diversify or completely move their sponsorship budgets away from TV to online, Vevo is one of the few platforms that can offer brand marketers and partners strategic access to this audience.”
He added: “We are very proud to be working with Schwarzkopf next year, I know that both Vevo’s commercial and content and programming team have worked hand in hand with Schwarzkopf to create a really compelling campaign around LIFT and I hope next year will be the strongest yet.”
The deal marks the first digital sponsorship activity for Schwarzkopf’s got2b hair styling range.
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