YouTuber Rachel Cooper, also known as RachhLoves, has joined MCN Kin Community Canada, moving over from her previous MCN home at StyleHaul.
The beauty and lifestyle vlogger, who resides in Canada, currently has more than 800,000 subscribers on YouTube. The deal will see Kin Community Canada work with Cooper to grow her digital business across multiple social platforms.
Lifestyle-oriented Kin is based in Santa Monica, Calif., but has had a Canadian division since May of 2015. Upon its launch, Kin Community Canada inked a deal with Corus Entertainment which made Corus the exclusive Canadian representative for the programming and advertising opportunities on the KIN MCN. In November 2014, Cooper and RTR Media started production on Get Ready With Rachel, a digital series produced by Toronto’s RTR Media which appeared on WNetwork.com.
Through its partnership with Corus, Kin Community Canada managing director Rick Matthews said the network has been able to create several cross-platform campaigns that have helped bridge the gap between linear and digital viewers.
One campaign, Matthew said, was one with French fry company McCain’s, which used saw five of Kin’s Canadian YouTubers create updated French fry recipes and create videos based around those recipes. The videos were also reformatted into a commercial broadcast across Corus’s linear properties, which directed viewers to a micro-site for a contest.
“It addressed, ‘here’s how a linear audience is used to functioning and engaging, here’s how a non-linear audience is used to functioning and engaging, and here’s how we merge the two,’” Matthews said.
Kin Community Canada has also done cross-platform campaigns with Silk, LG, Walmart and Bic, among others.
Cooper is managed by Megan Savitt and the STX Digital Management Group, which is part of STX Entertainment.