Smokebomb Entertainment, Shaftesbury’s award-winning digital arm,
to serve as shift2’s content studio
18-34 year-olds choose YouTube as the best platform to learn about products and services*
TORONTO/LOS ANGELES, June 2, 2014 – Furthering its growth as a multiplatform content leader, Shaftesbury has partnered with millennial agency Youth Culture to launch new digital agency shift2 (www.shift2.ca), a co-venture between the two companies. shift2 will create, manage and market digital content targeting Generation C on YouTube.
The new agency will specialize in creating and managing custom YouTube content for brands across reality, how-to and scripted programming. In addition to creating digital content, shift2 will employ proprietary YouTube software to research and develop targeted content-driven campaigns, optimize audience engagement and deliver measurable results. Watch shift2 – Reaching the YouTube Generation: http://youtu.be/5GgAoPvI6Rk.
“There has been a shift in the way that millennial consumers buy products,” said Kaaren Whitney-Vernon, CEO, shift2. “They research; they compare; they talk; they share; they follow and then they buy. That’s an involved purchase decision. A brand story helps connect the decision path. It’s not about pushing this content out during campaign flights, but about engaging people during the process with a great story. shift2 will create that story.” Meet Kaaren: http://youtu.be/O41lliiCTj8.
Leading content creation for shift2 is Shaftesbury and its award-winning digital division, Smokebomb Entertainment (Totally Amp’d, Backpackers, State of Syn). “Our industry is in a state of flux, and shift2 represents the next stage in our continued growth,” said Christina Jennings, Chairman & CEO of Shaftesbury and Smokebomb Entertainment. “We are taking lessons we have learned from television over the past 25 years, and joining forces with Kaaren to bring that storytelling experience to brands, in a way that isn’t a 30-second spot or viral video.” Meet Christina: http://youtu.be/n-qCiQtaXyo.
shift2’s clients include Vervegirl, Kimberly-Clark and Geometry Global, with more to be announced shortly. The agency will operate out of Shaftesbury’s offices in Toronto and Los Angeles.
With 15 years of experience at the helm of Youth Culture, Kaaren is a sought-after expert who has been instrumental in creating successful brands, including Vervegirl, which remains the top-ranked teen magazine in Canada and is distributed in over 1,100 high schools and online through Barnes & Noble in the U.S. Youth Culture created the highly successful syndicated study, Trendscan, a report on teen lifestyle, providing valuable data for marketing to youth in Canada for more than 35 national and international brands. Additionally, Kaaren served as executive producer of The Avenue starring Gigi Gorgeous, one of the first reality shows on YouTube, which garnered over 2.5 million views and developed a loyal fan following.
For more information, please visit www.shift2.ca or contact:
416-363-1411 x163 or 416-669-2823
Emily Claire Afan
416-363-1411 x177 or 905-783-5753
With offices in Toronto and Los Angeles, shift2 is an innovative agency that creates, manages and markets digital content targeting Generation C, specializing in custom YouTube content for brands across reality, how-to and scripted programming. shift2 also employs proprietary YouTube software to research and develop targeted content-driven campaigns, optimize audience engagement and deliver measurable results. shift2 is a co-venture between millennial agency Youth Culture and content creator Shaftesbury and its award-winning digital arm, Smokebomb Entertainment. Visit us online at www.shift2.ca or YouTube.
About Shaftesbury & Smokebomb Entertainment
With offices in Toronto and Los Angeles, Shaftesbury is a thought leader and innovator of original content for television and multiple platforms in more than 120 countries. Shaftesbury’s slate includes five seasons of The Listener for CTV, Fox International Channels and ION Television; eight seasons of Murdoch Mysteries for Citytv, UKTV, ITV STUDIOS Global Entertainment and CBC; and the hit kids series Life with Derek. Shaftesbury’s groundbreaking digital media division, Smokebomb Entertainment, creates convergent experiences for television and original digital content including the comedy series Backpackers for The CW and CTV Extend; tween series Totally Amp’d and Unlikely Heroes for YTV.com and Hulu; and 3D sci-fi series State of Syn for Hulu and Google Glass. Visit us online at http://shaftesbury.ca and http://smokebomb.ca.
*Source: Q1 2014 YouTube Insights report, Google
Pictured bottom right: Christina Jennings, chairman & CEO, Shaftesbury; Whitney-Vernon and Jay Bennett, VP digital CD, Smokebomb Entertainment.
For immediate release
Family Communications Inc. announces partnership with Vervegirl
Toronto, Ont. – Family Communications Inc., publishers of Today’s Bride and Prom Canada magazine, are pleased to announce their partnership with Vervegirl.
As part of the partnership, Family Communications will acquire Vervegirl Magazine; the website and some of their social media entities. Kaaren Whitney-Vernon, president of Youth Culture, will continue to manage and produce new scripted series for Vervegirl’s YouTube channel.
Aligning with Family Communications’ recent launch into the teen market with Prom Canada, Vervegirl offers readers, ages 14 to 18, the latest in beauty news; fashion finds; celebrity interviews, and addresses issues affecting teens.
“Vervegirl is a great fit for us,” says Don Swinburne, president of Family Communications. “It marries up well with Prom Canada. We’re looking forward to continuing to work closely with Kaaren Whitney-Vernon and her team, to build the Vervegirl brand.”
Kaaren Whitney-Vernon adds, “Vervegirl couldn’t be in better hands! I’m so excited that Family Communications will be taking Vervegirl Magazine to the next level”.
Family Communications’ first issue of Vervegirl will be available in schools across Canada mid-March.
About Family Communications
Family Communications, publishers of Prom Canada (PromCanada.com), Today’s Bride (TodaysBride.ca), ParentsCanada (ParentsCanada.com), Expecting, Best Wishes, Labour & Birth Guide, The Baby and Child Care Encyclopaedia, Me and Mom, Mon Bébé, C’est Pour Quand? and Naissance aim to inform readers through all of life’s most important stages. From picking the right dress for prom to saying I Do to your baby’s first cry, our family of publications will be there to support you.
About Vervegirl Magazine
Vervegirl is simply fun. Whether browsing online or reading our magazine, we are a small break from a teen’s otherwise hectic day. Bringing teens the latest in beauty news, fashion finds and celeb interviews.
For interviews contact:
David Baker – firstname.lastname@example.org
Kaaren Whitney-Vernon – email@example.com
- Want to get your product in front of consumers ? Video is the closest your brand will get to a face to face interaction when you can’t be there in person.
- Youth customers are more likely to go to YouTube than any other social media site for product or service information – are you there?
- First one wins! Check out your competitors YouTube channel. Guess what – they probably aren’t there .. yet.
TORONTO, ON (August 26th, 2013) – Vervegirl is expanding its media properties with the introduction of a new YouTube show: “Mirror in the Bathroom” (MITB). Launched two months ago, the show has already garnered more than 100,000 views.
Vervegirl’s entry into the world of YouTube happened in 2012 with the introduction of The Avenue Season II, which to date has had over 2,000,000 views. “We hand-selected Rachel Guest, one of The Avenue’s main characters, to host MITB. We felt that Rachel’s great style and classic looks would be perfect for a show that is all about beauty,” says Kaaren Whitney-Vernon, President and CEO of Youth Culture Inc., Vervegirl’s parent company. The show has posted 14 videos to date, some of which include a sneak peek inside the purse of Pretty Little Liar’s star Shay Mitchell; hot new beauty trends from the stars of Degrassi; and the first ever male” What’s in Your Bag?” with boy band Emblem3.
Vervegirl has also created a special “What’s in Your Bag?” segment for U by Kotex for back to school. U by Kotex partnered with Vervegirl to reinforce their nationwide campaign with a customized retail marketing program, specific for Walmart Canada, utilizing their YouTube capabilities. “We’re always looking for fresh, timely ways to engage with the fashionable Wal-Mart U by Kotex consumer,” says Denise Darroch, Shopper Marketing Manager at Kimberly-Clark Canada. “The “What’s in Your Bag?” concept allowed us to create unique video content which worked to tell a story around our brand in a new way.
With an 100% approval rating from Vervegirl’s YouTube subscribers, Mirror in the Bathroom won’t be slowing down anytime soon.
To check out the show visit:
About Youth Culture Inc.
Established in 1993, Youth Culture Inc. is one of the country’s largest youth media companies. Through a variety of print and online communications, we target specific age groups between 13-24. We are a powerful and efficient one-stop resource with turnkey services and support. In addition, Youth Culture Inc. conducts on-going research within our community and the findings are shared exclusively with our clients.
About the U by Kotex Product Line and Kimberly-Clark
U by Kotex, a line of feminine care products (tampons, pads and liners) from Kimberly-Clark, provides outstanding product performance complemented by a colourful, cool design and attitude. Since 2010, the brand has shaken up the feminine care category through bold packaging and real talk about periods.
Kimberly-Clark (K-C) and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world’s population trust K-C’s brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company’s 141-year history of innovation, visit www.kimberly-clark.com.
Follow us on Twitter @vervegirlmag
Starting today Vervegirl launches the first-of-its-kind Social Media Calendar designed for teen girls. More
Below is the editorial schedule for upcoming Vervegirl issues and Vervegirl monthly beauty themes. If you have any questions, please contact firstname.lastname@example.org
|Date 2013-2014||Subject||Confirm||Ship Products|
|June, 2013||Brows||May 1st, 2013||May 15th, 2013|
|July, 2013||Body||June 3rd, 2013||June 17th, 2013|
|August, 2013||Lips||July 2nd, 2013||July 9th, 2013|
|September 6th, 2013||Eyes||July 26th, 2013||August 5th, 2013|
|October, 2013||Costume Makeup||Sept 3rd, 2013||Sept 10th, 2013|
|November 12th, 2013||Nails||September 30th, 2013||October 7th, 2013|
|December||Fragrance||Nov 4th, 2013||Nov 11th, 2013|
|January, 2014||Hair Cuts/Styling Products||Dec 2nd, 2013||Dec 9th, 2013|
|February 17th, 2014||Face||December 16th, 2013||January 13th, 2014|
|March, 2014||Eyes||Feb 2nd, 2013||Feb 9th, 2013|
|April 7th, 2014||Hair||February 24th, 2014||March 17th, 2014|
|May 26th, 2014||Skin||March 31st, 2014||April 28th, 2014|
Toronto(Feb. 20th, 2013) – Youth Culture Inc. has partnered with Garnier Fructis and ZenithOptimedia to take the Feb/March issue of Vervegirl magazine to the next level. The cover features Claire, one of the cast members of The Avenue (watchtheavenue.com), a hit YouTube reality series about four young people trying to make it in Toronto. Claire’s hair has been embedded with one of the fruity scents from the newly launched Fructis Fruit Sensation from Garnier Fructis. Using the innovative Layar app (www.layar.com), readers can watch the cover come to life as Claire enlightens them about her experience using the new product from Garnier – Fructis Fruit Sensation. The first 4D cover pushes the envelope, inviting readers to use their senses to truly engage with the pages, rather than merely flipping through.
“Garnier is set to launch one of our most vibrant, youthful and playful products to date with Fructis Fruit Sensation. To make a statement, we teamed up with Vervegirl, the perfect trendsetting magazine partner for the launch of this youth-focused brand,” said Karine Paré Marketing Manager for Garnier Fructis Canada. “We worked with Vervegirl on the February 2013 issue on the first ever scratch & sniff cover where readers can smell the unique fragrance of our new shampoo, Fructis Fruit Sensation Passion Splash. In addition, we have developed Fructis Fruit Sensation colour and scent inspired editorials and are utilizing YouTube beauty reviewers to test out and review our products. We’re really excited about this partnership!”
“In a very competitive category with a busy multi-tasking target, this execution leverages our target’s interest and adoption of technology, their appetite for unique content and growing expectation to interact with it on their own terms. The merging of a traditional medium with new technology will facilitate breakthrough while imparting important product information.” said Kim Carnahan, Vice President, Group Account Director at ZenithOptimedia.
“Vervegirl is introducing yet another layered campaign for our clients, delivering content integration and innovation,” says Youth Culture publisher Kaaren Whitney-Vernon. “Scent is a key motivator when teen girls make a decision to purchase a new hair product. We took this knowledge and created an opportunity for teen girls to sample the new shampoo and learn more from one of their celebrity idols. This is the most interactive magazine ever and we know teen girls will love it.”
We’ve partnered with Youth Culture to provide a new means for teen girls to connect with print media,” says Layar CEO Quintin Schevernels. “Layar’s interactive print technology is a proven and powerful way to add digital value to otherwise static pages, and it only takes a few simple clicks.”
The Feb/March Issue of Vervegirl will be available in schools across Canada by February 25th, 2013.
About Youth Culture
Established in 1993, Youth Culture is one of the country’s largest youth media companies. Through a variety of print, mobile and online communications, Youth Culture targets specific age groups between 13-24. They are a powerful and efficient one-stop resource with turnkey services and support. Properties include Vervegirl Magazine, The Avenue – a YouTube reality show, VReps – a youth vlogger and blogger network and soon to be released galndr – a social sharing mobile app.
ZenithOptimedia is the fastest growing global media agency network, with 250 offices in 74 markets, including full service operations in Toronto and Montreal. The agency conceives, develops and implements innovative and ownable brand experiences across all communications platforms and devices, for some of the world’s largest brands. Renowned as the ROI Agency, ZenithOptimedia is committed to the practice of Live ROI, using state of the art data analytics and technology to deliver insight, creativity and performance in real time.
Vice President, Account Director
Telephone – 416-925-727
E-mail – email@example.com
Vervegirl and Duck® Brand Duct Tape have created a program to design a look, out of Duct Tape, for Universal Music Artist-My Name is Kay . The program is being adopted as part of the curriculum in the Fashion Design Program at Fanshawe College. Check out the winning outfit from Kristin. Watch the video with MNIK wearing the winning outfit!
Vervegirl has finished it first VRep program with VLoggers showing us the latest make up tips and tricks.
Fanshawe College Fashion Design Program Students Get to Style a Star
AVON, Ohio (Dec. 11, 2012) – The classic fix-it tool has gone rock n’ roll cool. Duck® brand duct tape, in partnership with Vervegirl magazine and Fanshawe College’s Fashion Design Program, today announces the winner of the Duck® brand “Style a Star with My Name is Kay” Contest, giving one talented Fanshawe student the chance to design a vibrant, fashion-forward outfit for popular Universal Music artist My Name is Kay.
The Avenue has arrived. Find out more about Vervegirl’s Contributing Editor
EVERYTHING CHANGES – NOVEMBER 27TH – SEASON TWO PREMIERE
Opportunities are available for your brand to be part of this exciting web series!
Recent Press Releases
TORONTO, ON, July 17, 2012 - A new web series, “The Avenue”, launched in 2011 to unprecedented hype in Canada. The series follows the lives of four young people trying to make it onto Toronto’s A-List. The main character in the series is YouTube sensation Gregory Gorgeous, who has garnered nearly 35,000,000 video views on his channel. More
Youth Culture Research has been conducting research with tweens, teens and young adults since 1993. Our research digs deep and unearths insights from a seemingly opaque youth landscape. It began as input for editorial content and style, but has since evolved into custom and syndicated research into the youth market.