News UK launches The Sun Social Studio with The Perfume Shop as First Client


The Bridge, News UK’s commercial division, announced the launch of its new branded social video product – The Sun Social Studio – which will offer advertisers agile newsroom video capabilities for clients who want to reach The Sun’s ‘off – platform’ digital audience on Facebook. The Sun’s Facebook page has an audience of over 3.3 million, made up of 45% women and 55% men, over half are 25-44-year olds and 92% are outside of London. Accounts dedicated to different strands of content, like Sun Sport and Sun Savers, also reach hundreds of thousands of The Sun’s readers.

The Perfume Shop, a UK perfume retailer, is the first client to sign up. The Sun Social Studio will be creating a two-minute video, which will be shared on The Sun’s Facebook page with the publisher guaranteeing one million Facebook views for its first client.

The video follows Gisele Wainwright, editor at Sun Savers, as she visits The Perfume Shop’s flagship store in Sheffield revealing some of the upcoming discounts for Black Friday. The campaign launches on Monday 25th November and will run for one week, before finishing on the 2nd December (Cyber Monday). The video will be produced in house by The Sun Social Studio and will sit on The Sun Savers Facebook page.

Karen Harris, Head of Marketing at The Perfume Shop added: “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 1 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.”

News UK is home to some of the biggest and most popular newspapers and radio stations in the UK and Ireland, alongside video ad tech company Unruly and new influencer marketing agency The Fifth.

Our titles, The Times, The Sunday Times, The Sun, The Sun on Sunday and The TLS, reach more than 65%* of the UK’s total newsbrand market. The Times and The Sunday Times are the world’s best-known quality newspapers. The Sun is the most-read UK newsbrand across print and online, with a total UK brand reach of 32.8m – and growing.

Wireless, acquired by News UK in 2016, comprises talkSPORT, talkRADIO and Virgin Radio – home to the Chris Evans Breakfast Show with Sky – as well as market-leading local stations across Ireland. Across its national network Wireless reaches 4.9m adults, who listened for 31.7 million hours*. Wireless Studios is driving the group’s on-demand digital audio output.

Digital ad tech company Unruly, acquired in 2015, uses unique emotional data which leverages over a decade of video data and almost 2.2 million viewer reactions to videos to provide deep analysis of metrics that matter, to help brands to inspire 1.44bn people around the world.

News UK is owned by News Corp , a global, diversified media and information services company focused on creating and distributing authoritative and engaging content.

Launched in 2017, Sun Savers is The Sun’s award-winning loyalty scheme. In June 2019, it hit 1,000,000 sign-ups. The app and web-based scheme is designed to build a closer relationship between The Sun and its print readers, and help families to do more, see more, and enjoy more on a budget. It rewards loyal readers with £5 for every 28 codes they enter on a daily basis, which are found in the paper, as well as offering promotions and partnerships that deliver value to these savvy savers. Sun Savers was awarded Best Loyalty and CRM programme at the 2018 DMA awards.