The Works by Content Works: January 2025

Along with compelling storytelling in sponsored content, Postmedia Content Works offers additional engaging and dynamic solutions to complement the digital readership experience.

With exciting add-ons such as interactive infographics, quizzes, maps and custom video, your sponsored content campaign can both show and tell your target audience why they should consider your product/service.

No matter your marketing objective for a given campaign, opting for an additional touchpoint on the story page can incite readers to invest more time engaging with your content, potentially speeding up the consideration and conversion phase. What’s more, add-on solutions can be crafted with an evergreen angle, making them valuable assets to use across your future sponsored content campaigns.

Three of this month’s highlighted campaigns utilized interactive content, offering readers value while increasing reader engagement with the content. For more examples and to learn about working with Postmedia Content Works, visit www.postmediasolutions.com/solutions/content/.

AbbVie

People diagnosed with some blood cancers are living longer. According to a report from the Canadian Cancer Society, progress in five-year survival rates for the most common blood cancers outpaced all other cancers. AbbVie's goal for this campaign was to share information and spread hope through the story of Raymond Vles, who has been living chronic lymphocytic leukemia (CLL), a common form of blood cancer, for 14 years. In addition to sharing his health journey with CLL, Vles also highlighted some of the challenges facing those living with blood cancers, which include access to reliable information on their disease. Dr. Carolyn Owen, a hematologist at Calgary’s Cumming School of Medicine, provided insight into why survival rates for some blood cancers have improved so dramatically in recent years. The story execution involved interviews with both Vles and Dr. Owen as well as clearance through the Ad Standards Canada (ASC) preclearance process.

Read the content here: Healthing x Abbvie

Conseil scolaire Viamonde

With exceptional provincial exam results, a leading graduation rate and accomplished alumni, Conseil scolaire Viamonde offers free high-quality French education in Ontario. This interactive article offered parents a comprehensive overview of the benefits of a Viamonde education, with fun true and false questions placed throughout the page to increase engagement and provide additional information.

Read the content here: National Post x Conseil scolaire Viamonde

Johnnie Walker

The limited-edition Johnnie Walker Blue Label Ice Chalet is a rare and exclusive blend of whisky from some of the most northern and high-altitude distilleries in Scotland, created in collaboration with ski-wear and lifestyle brand, Perfect Moment. This article, which launched in multiple markets across Canada, also introduced readers to Perfect Moment's newly released capsule skiwear collection for women and men, featuring coordinated designs inspired by Johnnie Walker Blue Label Ice Chalet.

Read the content here: Ottawa Citizen x Johnnie Walker

LCBO

During the month of January, many Ontarians are looking for ways to spend less after the holidays. In this story, LCBO presented five value-priced wines at $20 or less, including both local and European options. Each wine was given its own description with information about its region and suggested pairings. The story also provided insight into the variety of collections that can be found in store and online and leveraged the use of an infographic embedded onto the story page to provide additional bite-sized information in an engaging visual presentation. This approach allowed LCBO to provide value-based content while remaining top of mind for wine lovers in search of new flavours to discover.

Read the content here: National Post x LCBO

Neo Financial

The founders of Neo Financial started the company because they realized that banking in other countries felt more advanced than back home. In partnership with Content Works, Neo shared their founding story and their products' goal, to bring banking in Canada into the 21st century, through a 750-word article. An accompanying interactive quiz further emphasized their message by unveiling surprising facts about Canadian banking in comparison to the U.K. and Australia.

Read the content here: Financial Post x Neo Financial