PopSugar’s New Projects Aim to Empower Its Audience and Help Them Change the World

The brand generates 325 million monthly video views

PopSugar creates video series that resonates with women's passions for food, style, entertainment, fitness, and more. SheLift
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During its NewFront presentation today, PopSugar focused on the insights and personalities that have helped the website grow over the past 10 years. Those insights point in one direction—toward inspiring its audience and addressing the everyday issues its fans face.

PopSugar’s research, completed through Trendrank service, a proprietary tool designed to help predict trends before they spike, led directly to the development of a number of scripted projects from PopSugar, which will debut over the next year.

PopSugar Films, a new offshoot of the company, is developing Honored, a feature film with Lionsgate, Untitled Entertainment and Cinestar Pictures, executive produced by actress Zoe Saldana and stars digital influencer Meghan Rienks.

At least three new video series from PopSugar will be docuseries/reality-based. Raising the Game focuses on the families behind professional athletes and their struggles along the way; New Heights, in partnership with Delta Air Lines, features “digital nomads” who created their careers while jet-setting around the world; and From Where We Stand, in partnership with Complex Networks, showcases young power couples and their points-of-view on life, work and love.

PopSugar’s recent investment in Toy Rocket, a long-form video production startup will produce two upcoming projects for PopSugar: Malfunction, a scripted video series, will center on the relationship between millennial women and technology and UNBX, a family-friendly series, will be a unique twist on the unboxing videos made popular by families on YouTube.

On the comedy end of the programming spectrum, Whine & Dine is a new series starring comedian Arielle Vandenberg and young kids who will taste gourmet dishes together to mixed results.

In addition to a new content slate, PopSugar is renewing six hit original series: Eat the Trend, Get the Dish, PopSugar Beauty Junkie, Pretty Unfiltered, Hannahgram and Class FitSugar. According to the site’s press release, these weekly series each generate millions of views.

Sami Main

The overall theme of the event was “We Rise, We Shine,” and PopSugar pledged expanded coverage in the activism space to further empower women and help them change the world.

Khloe Thompson, a 10-year-old who started her own charity to help homeless women in the Los Angeles area, also joined PopSugar talent on stage. Recently, the company filmed her trip to Ghana where she showed other kids what activism can look like.

“We’re uniting activism while driving optimism,” said Geoff Schiller, PopSugar’s global CRO, at the event.

“We’re building real scale, over 3 billion content views per month, without compromising the voice and editorial mission that makes us unique in the market,” said David Grant, president of PopSugar Studios.

@samimain sami.main@adweek.com Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.