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 favorite branded content partnerships every month. So without further ado, here are 10 incredible pieces of branded content that publishers and advertisers created together to wrap up December, 2017.
(You can check out the best branded content partnerships from past months here.)
Dubai is extravagant, exotic and completely over-the-top. It’s not typically thought of as a travel destination for the budget-conscious backpacker. Naturally, Conde Nast Traveler is the perfect luxury travel publication for Emirates to partner with. This comprehensive and interactive guide offers information for a variety of personas, from the solo businessman to the cultured family travelers to the romantic newlyweds. The content is image-centric and sumptuous, while offering details on the best restaurants, nightlife, cultural attractions, spas and more.
Under Armour’s larger campaign concept of being “Unstoppable” takes a unique approach to the typical sports video we’ve come to expect. Rather than highlighting big wins, fame and glory, Kansas City Chiefs running back Kareem Hunt talks about all of the obstacles he had to overcome to finally make it to the NFL. Just like Under Armour’s clothing, there’s nothing flashy here: it’s humble, hard working athletic wear for athletes who are serious about being unstoppable.
Chartered Professional Accounts of British Columbia’s (CPABC) latest campaign creates conversation about the importance of how CPAs adapt to changes within the business world. They partnered with premium publishers to run thought-provoking stories related to economic change over time, such as “How Virtual and Augmented Reality Are Changing the Gaming Industry” on Complex, and “Will the Sharing Economy Give Everyone Their Fair Share” on Fast Company. These articles position CPAs as economic thought leaders who are on top of industry trends and technology, while simultaneously opening the eyes of new audiences to the CPA career path.
(Disclosure: This content was created through the Pressboard platform)
Google’s campaign for the Pixel 2 phone is centered around questioning everything. In partnership with Vice Media, they co-branded a series of videos titled “Question It” profiling successful women who have questioned the status quo to become successful in their industries. This partnership works well not only because the concept is clever (who better to question everything than the world’s biggest search engine and question-answerer, Google?), but because Vice Media is the ideal partner. They’re a news source known for questioning everything.
The stunning videography in this partnership between Visit Colorado and Matador Network is almost enough on its own to make me book my flight. They’ve taken a great approach to travel content by filming the video from the perspective of other travelers, rather than locals. As I watched this, I couldn’t help but imagine the opportunities for future partnerships, like a shoppable list of gear you’ll need to pack for a photogenic tour of Colorado—camera equipment, hiking gear, snow tires… the possibilities are endless.
I’m always on the lookout for sponsored campaigns that engage audiences beyond a simple read. With this interactive quiz, readers of Entrepreneur are able to dive deeper into PNC Bank’s world by learning more about themselves and their business. As readers finish the quiz, PNC offers further content and advice to business owners. It’s relevant, meaningful content, delivered directly to its target audience.
Travel content is often best when it’s able to highlight unique local knowledge that you wouldn’t be able to learn from a travel brochure. Outside Magazine and Visit Arizona found their ideal match with Shaun Martin, Ultra Runner and Arizona high school teacher. His passion for the outdoors and Indigenous culture of the area highlights what makes Arizona so unique, and appeals to a very specific audience, rather than the general public.
This simple, interactive content helps busy foodies create a printable, shareable, entirely customized holiday menu with just a few clicks. Perfectly geared towards trendy homeowners designing the perfect holiday meal, the menu guides readers to the tools they’ll need to create these meals, plus serving ware that Food52 stocks. But what I really loved about this piece? Many of the menu items link to existing content, making this an incredibly useful platform with soft but ever-present brand integration.
With the goal of raising awareness of their award-winning food and beverage offerings, Hilton Garden Inn partnered with Entrepreneur and Mashable to share their message via two very different approaches. For Entrepreneur, they reached a business-focused audience with a thought leadership piece by John Greenleaf, Global Head of Hilton Garden Inn, which spoke to how brands can improve customer engagement. For Mashable, their approach was light and fun, touching on how business travelers can extend an otherwise dry work trip into a mini travel adventure. By approaching the campaign from two different angles, Hilton Garden Inn showed how the best content can take a strong message and fine tune it for different audiences and publications.
(Disclosure: This content was created through the Pressboard platform)
This multimedia series in partnership with financial services provider Ally offers an uplifting look at the positive effect that people can have on their communities. In this segment, Ally profiles a coffee shop that employs staff with intellectual and developmental disabilities. The pervasive theme of the content touches on how the people we see every day—whether they be our colleagues, business partners or the person who serves our coffee—are all part of a larger network of support, or an economy of allies. Both Ally and TIME align their brands with positive change and growth within communities. It’s a great way to wrap up what was a difficult year for news, but an exciting year for content marketing.
Did I miss your favorite branded content partnership of the December? Share it with us in the comments!
