At Pressboard, we’re invested in growing the branded content industry. Whether that involves connecting advertisers and publishers through our own platform or celebrating the incredible work of our peers, we’re dedicated to building up the industry as a whole. That’s why I write about my favourite branded content partnerships every month. So without further ado, here are 10 incredible pieces of branded content that publishers and advertisers created together in June, 2017.
This content partnership between Greatist and healthy snack bar makers, goodnessKNOWS, stood out because the advertiser used a branded content partnership to promote their own great in-house content — which in this case was a Facebook Live video. The content created with Greatist included partnerships with notable influencers in the yoga world and also offered readers an exclusive deal for 25% off the product. For products sold online, I think there’s a lot of value in offering exclusive deals in your branded content partnerships.
If you haven’t heard already, my fellow millennials are obsessed with side hustles, because as explained so eloquently over on Quartz: they’re all we’ve got. Samsung has keenly latched on to that and partnered with youthful, female-focused publisher Brit + Co for an entire series of articles and videos that aim to inspire and help a generation with their five-to-nine grind.
I might be a bit biased here because I have fond childhood memories of RVing with my family, but I think this partnership stood out in June because it combined great storytelling and cinematography in short films with easy-to-digest written content. The videos did a great job at showcasing the adventurous lives of RVers by featuring pro surfers, rock climbers and skiers, while the articles provided useful information like “7 Things You Should Know Before You Try RVing” and “9 Myths About RVs that Need to be Debunked.”
We’re over half way through 2017, and the trend of quick and delicious recipe videos still shows no signs of slowing down, which is great news for food and beverage brands like Miller Lite. This partnership with Thrillist performed really well on Facebook, generating over 1.3 million views in just two weeks!
This Mitsubishi campaign was designed to promote brand awareness in Canada, as well as awareness of the Mitsubishi Mirage G4 Sedan. Working with six different publishers, they were able to create a variety of content around different topics like road trips and must-haves for your next car purchase, and also capitalized on Canada’s 150th anniversary celebrations. Check out some of the stories on Notable, Among Men and Wheels.ca.
(Full disclosure: This campaign was created through the Pressboard Marketplace)
To celebrate Father’s Day, Inside Hook and luxury watchmaker Tag Heuer highlighted six epic adventures for dads and their children to embark on. What I liked about this campaign is that Inside Hook turned to their own staff to share stories of once-in-a-lifetime trips that they’ve shared with their fathers. It makes the piece feel personal and like the trips are recommendations from a friend.
Generating a whopping 8.6 million views on Facebook, this branded content partnership between BuzzFeed and Hyundai is definitely the most watched piece on this list. I’ve said this before, but it bears repeating that showcasing exemplary people with stories that align with your brand’s values almost always makes for great branded content.
TNT partnered with The New York Times’ T Brand Studio to create a series of articles about different aspects of William Shakespeare’s life to promote their new TV series, Will. Exploring his possible homosexuality, mass appeal to people from all classes and the idea that be might have secretly been a Catholic, the campaign explores sides of the bard’s life that you might not have learned about in high school english class.
This collaboration between Biore and Seventeen is a great example of using your existing network of influencers for branded content. Shay Mitchell, star of Pretty Little Liars, signed on as a Biore brand ambassador last year and has been appearing in commercials and on social media for the brand since. Branded content partnerships are all about harnessing a publication’s credibility with their audience, so adding another recognized face into a campaign makes it that much better.
Croplife, a manufacturer of pest control and plant breeding technology, successfully used branded content to generate buzz about their initiatives to help the honeybee population, which included a free seed kit giveaway. Working with nine different publishers to create custom stories about planting pollinator-friendly gardens in your backyard, Croplife saw some stand-out results from the campaign. The conversion rate back to their website was over 10x the average conversion rate for branded content!
(Full disclosure: This campaign was created through the Pressboard Marketplace)
Did I miss one of your favourite branded content campaigns of the month? Let me know in the comments below!