Allure Media has expanded its portfolio, partnering with women’s lifestyle publisher Kin Community. The former will become the exclusive media representative of Kin in Australia and New Zealand when it launches in September.
Founded in 2007, Kin Community focuses on short-form video content for its plethora of social media platforms. Food, home and DIY subject matters lie at its heart and have attracted the company 170 million social media followers so far, and 600 million video views per month.
The decision was inspired by Allure Media’s interest in strengthening its lifestyle focus says CEO Jason Scott. He tells Mumbrella: “This is an exciting partnership for Allure Media. Kin Community Australia will foster and support new relationships with leading lifestyle content creators and bring world class brand content and marketing solutions to leading local advertisers.
“The expansion of the global Kin phenomenon into Australia represents a significant opportunity for the considerable depth of talented content creators who are quickly gaining popularity. Kin Community Australia will be a powerful new way for advertisers and brands to reach these deeply engaged consumers.”
Key to Kin is its collaborations with influencers and social media-famous creators. Kin Community co-founder and CEO Michael Wayne comments: “There are over 800 million young women around the world on a journey to define ‘home’ for themselves. Partnering with Allure Media in Australia is a critical step in furthering our mission to inspire and inform this generation through our extraordinary content and creator community.”
