Snapchat and Hearst partnership: We are “Sweet”
Hearst Corporation, a monthly magazine publisher, has finally revealed that its top-secret digital project “Sweet” will be launched on Snapchat, and will use other social media platforms, such as Instagram, Facebook, and Pinterest. A 49-second teaser video of the product, made up of random clips, has already been posted on YouTube. These clips include a cameo from Carrie Brownstein, followed by lifestyle subjects by Hearst’s magazines and many others.
The Snapchat-Hearst partnership was due to Cosmopolitan chief editor Joanna Coles. Furthermore, Hearst pulled in digital staffers and freelance editors to work on Sweet.
The channel is expected to launch on Monday, but users can follow project Sweet on Facebook, Twitter, and Instagram. Hearst also confirmed the launch of the channel to WWD.
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