News UK has created The Sun Social Studio, a new branded social video product devised by The Bridge commercial division.
The group is comprised of The Times, The Sunday Times, The Sun, The Sun on Sunday and The Times Literary Supplement, but the new branded content product is focused on opening up The Sun’s audience and editorial expertise.
The Sun Social Studio's debut work is for The Perfume Shop. In it, Gisele Wainwright, editor at Sun Savers, explores The Perfume Shop’s flagship store in Sheffield and reveals Black Friday discounts in a two-minute video. The product is offering up the title’s “agile newsroom video capabilities for clients” and can distribute it among its website and social audience (3.3m on Facebook alone).
Karen Harris, head of marketing at The Perfume Shop, said: “After Christmas, Black Friday is our biggest trading event where we offer customers top brands at unbelievable prices. We chose to partner with the Sun Social Studio for this campaign, as The Sun’s social channels reach our target audience of savvy shoppers and deal hunters. The ability to guarantee one million video views in the UK was key to us choosing the Sun Social Studio over a social video agency.”
Jo Carrigan, head of commercial content for News UK, added: “The Sun has a loyal and highly engaged audience across all of our social channels including Sun Savers, Dream Team, Fabulous and The Sun itself. We’re expanding our branded content portfolio by launching a social-first video product under its own identity.
“The Sun Social Studio allows us to put our social expertise into the hands of our clients, providing an agile service, and target this off-platform audience by offering social video branded content capabilities. we are excited to work with The Perfume Shop on this new campaign.”
Sun Savers was launched in 2017, and in 2019 it hit 1 million subscribers.