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We’ve been highlighting the best branded content since 2015. Find more inspirational pieces from previous years here: 2022, 2021, 2020, 2019, 2018, 2017, 2016, and 2015.
What you are seeing, are the select pieces we feature in our weekly newsletter. Subscribing to that is the easiest way to keep on top of the best work.
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Great example of consumer goods brand living and bringing their brand to life.
Category: Food & Beverage, DTC
Featured in: Newsletter #388: 2023 Begins
BuzzFeed with Walmart.
9 Exclusive Walmart essential you need to try. It’s been a while since we shared a BuzzFeed piece, simple, to the point and drives what Walmart wants, more people considering (and buying) from Walmart.com.
Category: Retail, eCommerce
Featured in: Newsletter #389 – Youtube Strategy
DHL with National Geographic
The race to save big cats. On how DHL helped get big cats from Eastern Europe. Brand storytelling bringing a real customer story to life.
Category: eCommerce, Logistics
Featured in: Newsletter #390 – Newsletter Subs
Verizon with Semafor
Turning their text message interview format into a piece of branded content. This is where branded content, that is created from formats or concepts that have already.
Category: Internet, Mobile/Telco
Featured in: Newsletter #391 – Sherman Act
PointsBet with CNBC
Super Bowl LVII culminates an NFL season marked by a surge in live betting. Leading with insights that folks expect from CNBC.
Category: Sports Betting
Featured in: Newsletter #392 – Austerity Measures
General Motors + Netflix partnership
General Motors Super Bowl Ad with Netflix brand integration. Hinting at the future of branded content on Netflix.
Category: Auto, Entertainment
Featured in: Newsletter #393 – No ChatGPT
These two partnered for Monclers fashion week event. Just smart positioning to the right audience and extending a IRL event to digital.
Category: Fashion
Featured in: Newsletter #394 – Spot-tok?
Ikea with Buzzfeed
Ikea with BuzzFeed sponsored content. IKEA’s Viral Donut Lamp Is Finally Available to Buy — Along with 6 Other VARMBLIXT Collection Favorites.
Category: Home, Furniture
Featured in: Newsletter #395 – AI Cubed
MacPac
An entertaining spot, featuring the product in a precious situation.
Category: Retail, Outdoor
Featured in: Newsletter #397 – Challenging Times
The Ride of a Lifetime
Tourism Switzerland got Trevor Noah & Roger Federer together for a train trip across. Each have a Swiss and South African parent.
Category: Tourism
Featured in: Newsletter #398 – Squashed Workloads
Cooling our cities
WashingtonPost with 3m. A global multi-lingual campaign.
Category: B2B, International, Thought Leadership
Featured in: Newsletter 399 – Capital Flows
Culture Creators
FrontOfficeSports with Sling, on the culture creators in sports.
Category: Telco, Sports, Thought leadership
Featured in: Newsletter #400 – 400th Edition
Understanding megatrends
Understanding megatrends can take the fear out of the future. Bloomberg with Mubadala.
Featured in: Newsletter #400 – 400th Edition
Secure your family’s legacy
Partnered with Bloomberg. Secure Your Family’s Legacy through a Portfolio of Alternative Residences and Citizenships.
Category: Finance, Travel, Wealth management
Featured in: Newsletter #400 – 400th Edition
Cleaning up the Oceans
Fortune with SalesForce+, following PMDP on cleaning up the oceans.
Category: B2B, Tech, SAAS
Featured in: Newsletter #401 – David Grann
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Rabbitholes
Droga5 partners with NYTimes to show the internet rabbit holes we go down.
Category: Brand, Publisher, Tech
Featured in: Newsletter #403 – Outcompete
Atoms
Atoms partners with creator MKHD to create his own pair of sneakers.
Category: Sneakers, Retail, Ecommerce, Creators
Featured in: Newsletter #403 – Outcompete
Yeti
How Richard Boccato became one of the biggest cocktail ice dealers in NYC. Yeti with Eater.
Category: Ecommerce, DTC, Outdoors
Featured in: Newsletter #404 – Preference
Thomson Reuters
The future of generative AI for legal and tax professionals. Thomson Reuters with Axios. Simple and to the point.
Category: Thought leadership, B2B, Communications, Policy
Featured in: Newsletter #405 – Spatial Computing
Air
Creative Ops firm Air created a short film called The Experiment. Super creative & engaging. I’m sure potential customers really enjoyed it.
Category: B2B, SAAS
Featured in: Newsletter #408 – Preparation
EDP
Choosing Earth: How to accelerate the energy transition. EDP with FT.
Category: B2B, Energy
Featured in: Newsletter #410 – Mindshare
TikTok
TikTok on TheDrum on How maketers are combining brand and performance marketing – Brandformance.
Category: B2B, Advertising, Trades
Featured in: Newsletter #411 – Brandformance
AWS
Why purpose-built hardware is critical to advanced generative AI. AWS with Ars Technica.
Category: B2B, SAAS, Infrastructure
Featured in: Newsletter #412 – Zeal
Starfield
Adam Savage’s Tested with Bethesda Game Studios, they bring to life one of the scenes from the game in a cutaway model. Neat partnership.
Category: B2B, SAAS, Infrastructure
Featured in: Newsletter #413 – Mythbusters
Wellington
Esc to a better life-work balance in Wellington, New Zealand. They installed a giant Escape key in New York. Lots of tourism related work in 2023, a nice example.
Category: Tourism, Travel, Career
Featured in: Newsletter #414 – Agencies forgot
Huckberry Homes
Huckberry Homes, to promote their home shop they go on the road and hear the creation story behind homes. This episode is with photographer & filmmaker Ben Moon.
Huckberry do well in blending content & commerce, their video content is hosted on their sites, as well as on YouTube, with clear links to come in and buy. This series is like their own MTV cribs, featuring folks that are in their community. See their hub here.
Category: Homegoods, Fashion, eCommerce
Featured in: Newsletter #415 – Labor Dad
Home Depot
Behind the Apron – Jennifer’s Story. Home Depot introduces us behind some of the leaders across its stores.
Category: DIY, eCommerce, Recruiting, Retail
Featured in: Newsletter #416 – Creators
Urban Outfitters
Urban Outfitters & Dickies with the Byline, featuring creative workers who give their insight on the new work world.
Category: Retail, Fashion, eCommerce
Featured in: Newsletter #417 – X
Dunkin Donuts
Ben Affleck & Ice Spice, bring their celeb power to these spots.
Category: Beverages, Coffee, Fast food
Featured in: Newsletter #417 – X
Daktronics
Daktronics + Front Office Sports, great example of B2B, where else could Daktronics buy content but a publisher like Front Office Sports?
Category: B2B, Electronics, Technology
Featured in: Newsletter #418 – Dupe Brands
Tourism New Zealand
Taika Waititi takes a break from filming our Flag Means Death to do a spot for Tourism New Zealand.
Category: Tourism, Destination Marketing
Featured in: Newsletter #419 – Monetizing AI
Statefarm
Guide to the most scenic Motocycle routes in America. StateFarm with CN Traveler.
Category: Insurance
Featured in: Newsletter #420 – Excess Content
Pappy’s Smokehouse
15 things to know about Pappy’s Smokehouse as it celebrates 15 years. St Louis Magazine with Pappy’s.
Category: Dining, Local, Food
Featured in: Newsletter #421 – Attention buckets
Meta
These are the ways businesses are using the metaverse today. A content hub from Meta highlighting some of the Metaverse use cases.
Category: Dining, Local, Food
Featured in: Newsletter #422 – Separation
Ford
Ford launches editorial platform about Mustang fanatics.
Category: Auto
Featured in: Newsletter #423 – $37
Apple
Apples you think this is hard work. A look at how accessibility is important to Apple products.
Category: Thought leadership, Retail, eCommerce, Luxury
Featured in: Newsletter #424 – Glue
CVS Health
CVS Health on Fortune, Chelsea Clinton is betting on a health care startup to help solve the nation’s caregiving crisis.
Category: Healthcare, Retail, Pharma
Featured in: Newsletter #425 – The Website
World Gold Council
Idris Elba uncovers the human connection to Gold in this documentary of the same name. In partnership with World Gold Council. I bet this was fun to make.
Category: Luxury, B2B, Thought leadership
Featured in: Newsletter #426 – Losing trust
Contentful
Partnering with Bloomberg. Marketers overwhelmed by data look to AI for help. This is neat, as profiles one of their partners (a win) and gets their story across.
Category: SAAS, Technology, B2B
Featured in: Newsletter #427 – Podcast theatre
Mercury
A fun take on the elevator pitch, the escalator pitch.
Category: Fintech, Banking, Startups
Featured in: Newsletter #427 – Podcast theatre
WeTransfer
Apple partnered with WeTransfer, on their upload page. Smart audience, great partnership, elevates either side (the platform & the person uploading). Timing is also perfect, end of year, maybe you’re thinking about getting a new Mac.
Category: Fintech, Banking, Startups
Featured in: Newsletter #428 – Anti Ai
Kia
Kia partnered with Time for this thought leadership series.
Category: Fintech, Banking, Startups
Featured in: Newsletter #428 – Anti Ai
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If you are doing content partnerships, check out our content partnerships handbook.
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