Each Thursday at Nudge we review the last week of native content campaigns to find campaign of the week, be that most engaging, most creative or something a little special that stands out. Weā€™re going to run a new segment where each month we look at the top piece over the previous month and take a closer look at it to really examine why it works and what you can learn from it.

To kick off this series we looked over theĀ top performing pieces of content in July, the Airbnb, NY Times ā€˜Via an Island of Hope, a new homeā€™ was the clear frontrunner for the month.

 

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Why:

This is another great piece of native content from the NY Times T Brand Studio. The article for Airbnb, is polished, in-depth and includes a fantastic narrative around how New York City has always been a beacon of hope for immigrants. HowĀ itā€™s beenĀ theĀ firstĀ stopĀ forĀ peopleĀ arrivingĀ andĀ thenĀ migrating aroundĀ theĀ US, it’s globalĀ destinationĀ –Ā andĀ people visiting wouldĀ likeĀ toĀ stayĀ likeĀ theĀ locals,Ā soĀ theyĀ don’tĀ feelĀ likeĀ outsiders.

What can you learn from it:

This piece for Airbnb shows what can happen when a brand and a publisher approach a piece of content collaboratively. The brand has great coverage from this piece of content usingĀ some of their research and customers but with in-depth journalismĀ and crafting from the T Brand Studio.

This content ticks a lot of boxes, it has the reach of the NY Times, the geographic target that Airbnb want and finally this thought leadership piece fits the tone of the publisher. True native content works best when itā€™s a seamless discovery between paid and non paid content in the format, place and tone that the reader understands and admires.

If you have any questions on this post please either place them in the comments below or email them through toĀ [email protected]

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