The Works by Content Works: June 2024

Summer is already proving a winning season for Content Works, Postmedia’s commercial content division.

The studio was recently recognized in three categories at The Native Advertising Awards, an international competition that attracts the top branded content studios and agencies from around the world, including the New York Times' T-Brand Studio, BBC Storyworks and the Washington Post's WP Creative Group.  

The awards recognize Postmedia's world-class sponsored content solution, powered by branded content studio Content Works and our expert strategists and campaign managers.

Healthing powered by Postmedia won bronze in the Native Advertising Platform/Network of the Year.

Healthing was recognized for its overall benchmark-shattering sponsored content results in 2024 while working with 19 of the top 20 pharmaceutical companies in the world. The team was also recognized for three sponsored content campaigns produced by Content Works that performed exceptionally well, including a series of articles for GlaxoSmithKline about the effects of meningitis b. The series was also shortlisted for Best Series of Sponsored Articles at the awards. 

Meanwhile, a Content Works campaign for Intact Insurance won bronze in the Best Use of Facebook category. The campaign (highlighted in The Works’ blog last April) included a playful quiz on road safety that our readers loved. The Facebook campaign had a clickthrough rate 5x higher than our benchmark and received exceptional engagement from users through comments, shares and likes. The campaign started a lively conversation about road safety and insurance.

And there are plenty more unique collaborations in the works. Here are a few recent successes that came out of the studio this month. Fingers crossed we have more future winners on this list!

Les Marchés TAU

This story helped create more awareness of this health food chain's various locations around Montreal and encouraged readers to visit their nearest TAU store. Through an interview with the chain's management, the story promoted their commitment to sourcing high-quality health foods with the best ingredients at affordable prices. The story also included a custom interactive infographic to showcase 10 selected products available in store and online. The interactive infographic drove traffic to Les Marchés TAU's website, with each product linking to a recipe that readers could access with the click of a button.

Read the content here: Montreal Gazette x Les Marchés TAU

Cogir Senior Living

Cogir Senior Living teamed up with Postmedia Content Works to create awareness about its state-of-the-art seniors' residence in Edmonton: McConachie Gardens. In an interview, the executive director and culinary manager of McConachie Gardens expressed their desire to help seniors live with purpose and pursue favourite interests. The story included an invitation to attend an open house and tour McConachie Gardens to view the variety of lifestyle and housing options. The sponsored content article ran online and in print in the Edmonton Journal.

Read the content here: Edmonton Journal x Cogir Senior Living

National Bank of Canada

National Bank of Canada has been financing energy projects for almost 40 years. In this article, Content Works partnered with National Bank of Canada to show readers in Alberta how it continues to place itself at the forefront of the energy transition, acting as a valuable partner to businesses in the energy industry. The article also covered how National Bank of Canada is on its own journey to Net Zero, while continuing to grow long-term relationships with its customers.

Read the content here: Calgary Herald x National Bank of Canada

Crankworx

The campaign aimed to elevate the Crankworx Whistler 2024 experience by offering exclusive VIP passes, enhancing access to premier events like the Red Bull Joyride and RockShox Canadian Open DH. The article focused on showcasing the benefits of VIP access, such as prime viewing spots, exclusive hospitality and top-notch amenities, to attract enthusiasts seeking a premium festival experience. Highlighting the festival's commitment to gender equality and inclusion, the content emphasized the historic addition of a female Slopestyle category and other inclusive initiatives. The campaign blended promotional elements with engaging storytelling to highlight the festival's vibrant atmosphere and diverse event lineup.

Read the content here: Vancouver Sun x Crankworx

The City of Montreal

The City of Montreal has released their plan to make Montreal a more eco-friendly city by 2050. To present the Land Use and Mobility Plan to Montrealers, the city worked with Content Works to create an article and interactive infographic to explain certain aspects of the plan in more detail. The article delved into three aspects of the plan (biodiversity, resilient and inclusive neighbourhoods and sponge streets and sidewalks), while the interactive infographic presented all five aspects of the plan in a layout that shared the information in a quick and easy manner.

Read the content here: Montreal Gazette x The City of Montreal

For more examples and to learn about working with Postmedia Content Works, visit www.postmediasolutions.com/solutions/content/.