Kin has been partnered with Corus since 2014 when Kin Canada was launched. The creator network, targeted to women, spans food, fashion, home, DIY, and health and wellness. It boasts more than 478 million monthly YouTube views globally, and 81 million YouTube subscribers, along with 74 million Twitter, 66 million Instagram, and 14 million Pinterest followers. Roughly 70 per cent of its audience are women between the ages of 18 and 34.

Canadian content creators include vegan chef Lauren Toyota; former Food Network star Yolanda Gampp; LaurDIY, one of Canada’s Top 5 female YouTube creators whose channel blends her love and talent for DIY with fashion, home, and fitness; and Kristen & Siya, the adventure seeking, tiny home-living couple behind the Hopscotch the Globe brand.

Corus says its investment in the company’s extensive premium creator network will further strengthen its position in the lifestyle space, in addition to complimenting its social digital agency, so.da.

“This investment demonstrates our targeted, strategic approach in an area of business that continues to grow and gain audiences,” said Doug Murphy, President and CEO, Corus Entertainment. “Corus recognizes the unique value Kin Community brings to both brands and consumers as a lifestyle platform in Canada and we look forward to working together to strengthen our offering in the digital space.”

Corus plans to leverage its established brands with Kin’s roster of digital creators to create advertiser campaigns and brand content integrations, according to a press release.

“We’ve worked alongside Kin Canada now for the past few years and have seen the impressive results they deliver for clients, and their resulting year-over-year growth in the Canadian marketplace,” said Dervla Kelly, SVP Marketing and Head of so.da. “Together with so.da, we are well positioned to expand upon what is already a terrific brand in Canada and further cement our leadership in the lifestyle and entertainment space across platforms.”

so.da, Corus’ full-service, social digital agency, offers strategy, community management, content production, analytics and social listening, talent and influencer integration. In addition to managing Corus’ vast portfolio of brands in the social space, including Food Network Canada, HGTV, Global, Slice and W Network, so.da works with brands to support their social strategy and content production. Corus says last year alone, so.da content was viewed over four billion times.

The Kin Canada team will remain in place following the acquisition.

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