Condé Nast announced the launch of the company’s Next Generation Network, a collection of new and reimagined brands, reaching new audiences on new platforms. The Network, which includes Them, The Hive, AD Clever, Basically, Healthyish, GQ Style and Teen Vogue, has an audience comprised of 82 per cent millennial consumers, generating more than 20 million interactions on the Network’s brands each year.
The company also announced the launch and addition of a new brand, Iris, to the Network. Iris, a video and social-led brand for socially-conscious millennial women, was developed from the original programming on The Scene, Condé Nast’s video aggregation platform. In addition, through a new partnership, the company is also adding Lenny Letter, the popular millennial feminist brand from co-founders Lena Dunham and Jennifer Konner, to the Next Gen Network.
“Over the past year, we’ve created new brands and partnerships from next gen storytellers and formed the foundation of our Next Gen Network, which engages and inspires the most influential consumers across all platforms and categories,” said Pamela Drucker Mann, chief revenue and marketing officer of Condé Nast. “Our advertising partners can leverage the power of the Network to reach consumers in new and innovative ways––from co-creating content to integrating into tentpole events that deliver a new level of connection and interaction with today’s millennial and Gen Z audiences.”
The original video programming that inspired the creation of Iris was responsible for making The Scene Condé Nast’s fastest growing brand on social platforms, garnering more than a billion views on Facebook in 2017. These original series are highly popular among millennial women with a median age of 26, who currently make up 83 per cent of the content’s audience. Programming on Iris will include two viral series: “Broken” about couples confronting each other about infidelity, and “Affirmations” featuring children receiving affirmations from their parents.
“We are in an important moment in our culture where young women are searching for inspiring, real storytelling that is relatable and lifts them up, so Iris celebrates this movement of women supporting one another,” said Lauren Lumsden, vice president, video programming for the beauty collection, and head of content and creative for Iris. “Iris is an opportunity for us to speak to our passionate and loyal audience of socially-conscious millennial women with a video-first, social-first brand.”
Also new to the company’s Next Gen Network is Lenny Letter, with which Condé Nast entered a multi-level partnership that includes management of the brand’s product and ad sales, growth opportunities through business development, events and editorial initiatives. As part of the partnership, there will also be more editorial collaborations between the two companies, including an upcoming political fiction series with Glamour.
Condé NAst is a member of FIPP.
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