NEW DEAL: Time Inc. and StyleHaul said today they have struck a multiyear deal that will see the two working together to produce marketing content for brands, the first of which will be for Walgreens.
The deal gives Time access to Los Angeles-based StyleHaul’s more than 275 million subscribers, most of whom are Millennial females. StyleHaul, which was acquired by Luxembourg-based entertainment company RTL Group in 2014, provides a platform for the content of fashion and lifestyle bloggers and other influencers to be accessed thus unlocking a potentially lucrative group for both Time and the advertisers the two companies intend to team with under the deal.
“Teaming up with this unparalleled style influencer network for Millennials immediately extends our reach and marketing capabilities with this coveted audience,” said Time senior vice president of innovation Steven Haft.
StyleHaul’s content is generated by some 6,500 people, helping it attract more than two billion monthly views.
The work for Walgreens is a continuation of an existing campaign for the drugstore chain that began last month with Entertainment Weekly. Work will roll out in other Time publications, such as People, People en Espanol and Essence. StyleHaul’s focus will be on generation of video content and social engagement around the Walgreens campaign.
Time and StyleHaul said they will focus their efforts moving forward on creating advertising content around red-carpet, social and fashion and beauty — three buckets seen as driving the most returns, at least initially.