The Top 10 Sponsored Content Campaigns of February
At Pressboard, we’re invested in growing the sponsored content industry, whether that involves connecting advertisers and publishers through our own platform or celebrating the incredible work of our peers. That’s why we write about our favourite sponsored content campaigns every month. So without further ado, here are 10 incredible pieces of sponsored content that publishers and advertisers created together in February, 2020. You can submit your own campaigns to be considered for next month’s roundup here.
Kicking off this month’s roundup is a unique episode of IRL with R&B artist H.E.R., in honour of Black History Month. H.E.R. meets up with Genius to share a Filipino meal and talk about how her Black and Filipino upbringing shaped her career. In this short video produced in partnership with Google, H.E.R. reflects on the significance of her roots and how she hopes to encourage young Black women to unleash their power.
This uplifting campaign from Guardian Labs and NS&I brings us heartwarming moments and sound financial advice. Through a series of branded articles, Discover Savings tells the stories of regular folks who have won big with Premium Bonds, a tax-free way to save that enters you for monthly prizes of up to 1 million pounds. The highlight of the campaign is a first-hand account from the person who gets to deliver the life-changing news to winners.
This Le Creuset collaboration plays to Apartment Therapy’s strengths, combining quality products with striking aesthetics. With a set of sponsored articles, this campaign (literally) reveals Le Creuset’s newest colors of cookware. Check out the slider graphics that take this kitchen from monochromatic, to full of life. These pieces are tempered by a welcome dose of honesty, acknowledging the expense of high end cookware with the suggestion that you collect beautiful feature pieces slowly over time to add character to your kitchen.
This campaign taps into a growing appetite for content about green technology and sustainable living. National Geographic and Honda Power Products team up to tell the story of this unique sustainable home, floating off the shores of Vancouver Island. As a heavy industry brand, highlighting this one couple’s endeavour to build the solar-powered home of their dreams shows that Honda is interested in powering the future.
‘Local’ is the watchword for this campaign from Gothamist. Their partnership with the City University of New York School of Professional Studies is a true example of content by New Yorkers, for New Yorkers. This piece profiles a CUNY student in the Youth Studies program, interested in how young people occupy public spaces in the city. A compelling profile aimed towards prospective students in the area, Gothamist caps off the article by asking about favourite local spots.
Whether it’s a fine whiskey or a bold design, this campaign is dedicated to artful craftsmanship in its many forms. A unique take on a travel series, these short video features by The New Yorker explore cities around the world, introducing us to people who take their craft seriously. Accommodations featured in the series all fall under the Autograph Collection Hotels umbrella, showing off the beautiful hotel facilities as well as the vibrant cultures of their host cities.
Through a series of branded articles and a real-time on-location Instagram takeover, Daily Hive has partnered with Prime Video to build excitement for the new Amazon Original, Hunters. The social takeover gave readers an inside look at the exclusive screening event, which took over the Danforth Music Hall in Toronto. More content will follow in this ongoing campaign to raise awareness of the show — and encourage readers to start a Prime Video trial to watch it!
Stunning cinematography and an ecological perspective are the guiding forces in this sponsored content collaboration. Not your average travel feature, this video focuses on showcasing South Dakota’s healthy ecosystems and biodiversity. Featuring wild bison, crystal clear streams, and rolling hills, this Matador Network production was commissioned by South Dakota Tourism to draw people from far and wide to the wildest corners of the state.
Reading and understanding data doesn’t have to be a strain — it can be a beautifully streamlined scrolling experience. This campaign, sponsored by Mastercard Centre for Inclusive Growth, addresses the seemingly-disjointed figures that show both declining unemployment and a shrinking middle class. Providing data and context for 25 major US cities, this piece empowers residents and decision-makers with information to help them map out more inclusive economies.
The X Games in Aspen is a mecca for winter sports enthusiasts as well as concert lovers. As part of their sponsorship of the X Games music stage, GEICO teamed up with Revolt for a very special edition of Kaz + Effect, with Kazeem Famuyide. For this behind-the-scenes video, Kaz heads to Aspen to interview athletes and event-goers, and hit the slopes himself. Integrating content into GEICO’s event sponsorship proves effective in more ways than one. It shines a light on both the event and the brand by partnering with an already successful web series.