Sponsored Content
& Brand Strategy
I ideated & executed the following campaigns for the in-house branded content studio at Thrillist,
a leading lifestyle publication with more than 20 million active subscribers.
Client: Bank of America
Campaign: Spend Smarter
Sponsored Content:
16 Unbelievably Cheap Paradises
10 Ways Supermarkets Trick You into Buying Stuff You Don't Need
10 Unspoiled American Beach Towns You Can Actually Afford
Performance:
16 Unbelievably Cheap Paradises went viral & the entire campaign far exceeded the client's KPI. To date, it has generated more than 1 year total engagement time, and more than 800k social referrals and 1 million page views.
Client: Sapporo Beer
Campaign: Legendary Summer
Sponsored Content:
10 Things You Didn't Know About Sapporo Beer
The article was considered "allied" rather than "sponsored." The former refers to articles that tell the brand's story directly, rather than relate to it tangentially, as in a "sponsored" story.
Performance:
This campaign also involved a sweepstakes promotion, which provided the winner with a free trip to Japan and a tour of the Sapporo factory. More than 900k readers entered the contest.
Photo of Sapporo Factory, courtesy of Sapporo Beer.
Client: Jim Gaffigan
Campaign: Live Like Jim
Sponsored Content:
Jim Gaffigan on How Not To Eat
9 Things You Didn't Know About Jim Gaffigan
Performance:
This campaign also involved a sweepstakes promotion, which provided the winner with a free trip to Japan and a tour of the Sapporo factory. More than 900k readers entered the contest.