Kin Community Set to Unveil Wilton Brands Partnership at VidCon
By Evan DeSimone
Lifestyle multi-channel network Kin Community is hitting the VidCon floor in Anaheim this week with three of its brightest stars to kick off a new partnership with Wilton Brands.
YouTube baking gurus Ann Reardon (How to Cook That) and Jenn Johns (Cookies, Cupcakes and Cardio) and DIY star Melanie Ham will be appearing at Kin’s VidCon booth to promote the launch of “Makers and Bakers,” a year-long program that will have select Kin creators producing videos featuring unique baking and DIY creations utilizing Wilton and Simplicity products.
Founded in 2007, Kin (formerly known as DECA) targets the health, lifestyle, food and DIY verticals with a growing network of female-focused content rich with opportunities for brand sponsorships and integrations.
This isn’t the first time that Kin has tapped its YouTube foodies and DIY experts to creatively promote home and lifestyle products. Last spring, the MCN forged a partnership with Batiste dry shampoo and launced it’s #Modifry campaign in collaboration with McCain Superfries.