Time Out’s Creative Solutions team develops multi-platform campaign for best-selling dry shampoo brand BATISTETM – including editorial sponsorship, custom content, digital promotion and live events at Time Out Market New York.
Time Out has created a multi-platform campaign to drive awareness for America’s #1 Dry Shampoo Brand BATISTETM, targeting an aspirational Gen Z audience. As part of the campaign, BATISTE will be the editorial sponsor of Time Out’s Future Seekers: a list of young adults curated by Time Out’s editorial team, who are post-grad or transplants in a new city, exploring their career options and enjoying what their new homes have to offer while they experience life’s biggest transitional moments.
BATISTE recognizes that as Gen Z experiences these big transitional moments, they are adjusting to more responsibilities and freedom, with less time to do it all. With this in mind, the brand, in partnership with Time Out—a trusted global voice for urban explorers looking for recommendations on where to go and what to do in their cities and beyond—will help support Gen Z by simplifying their routines and allow them to explore their city and career options, connect with friends, and confidently tackle the next stage in their life.
“BATISTE makes great hair easy to achieve in minutes, not hours, so consumers are free to spend their energy on themselves and what they want to do—whether that means focusing on fun, or their career and future,” said Stacey Ramstedt, VP of Marketing for the BATISTE brand. “We are excited to partner with Time Out and be part of the ‘Future Seekers’ campaign, as it’s a great way to help Gen Z find their path and have fun in the process.”
The multi-platform campaign, spanning both Time Out’s digital and physical channels, includes BATISTE as the editorial sponsor of Time Out articles, which spotlights the selected Future Seekers in cities across the U.S. as well as highlights the best mentorship programs around the country. The interactive, custom content targeted toward other Future Seekers will include interview tips from a career coach as well as an interview with a group of Gen Z New Yorkers on how they navigate their days–like tips and hacks about how BATISTE can help manage their daily routine. The content will be promoted through digital media placements, social posts, native promotion as well as dedicated CRM.
To complement the digital campaign and showcase the campaign in a relatable, real-life moment, Time Out and BATISTE will host a career networking event in September at Time Out Market New York, the company’s food and cultural market. Targeted at people looking for career advice, the event will feature food and drinks provided by Time Out Market, DJ and comedy performances. Guests will get the chance to mingle with some of the Future Seekers featured within the content and as well as connect with a career coach. Branding moments will include BATISTE hair touch-up stations as well as branded headshot stations so guests can update their LinkedIn photos. Custom cocktails with branded garnishes, signage and gift bags with BATISTE goodies will also be included.
“BATISTE is a fantastic partner for our Future Seekers edit which highlights young creators and entrepreneurs in the U.S. who are doing the most and making the most of their time in their cities. The campaign we created for BATISTE makes the most of what Time Out offers: a contextually relevant editorial package, bespoke content written in Time Out’s signature style and a live event extension that ties directly back to the editorial,” said Stacy Bettman, CEO of Time Out Media. “Time Out is the only media partner that uses such a unique combination of multiple channels—from digital content and social media to CRM and bespoke live events at our own food and cultural market—to create digi-physical campaigns that leave a lasting impression. We know our audience will love and engage with this content digitally and in person, while the campaign will deliver value for our client.”
