GREY GOOSE Vodka x <i>FASHION</i> Campaign Named 2024 Content Marketing Awards Finalist

SJC is pleased to share that the Couture Cocktails campaign, a unique branded content partnership between FASHION and GREY GOOSE Vodka, has been named a finalist for the 2024 Content Marketing Awards (CMA). Presented by the Content Marketing Institute, the CMAs are the largest and longest-running international content marketing awards program recognizing the best in strategy, content creation, and visual & audio storytelling.

Excellence in branded content 

The Couture Cocktails campaign is recognized in the Native/Sponsored Content category, which celebrates campaigns that effectively place paid content within media publications, demonstrating a strong alignment between creative execution and strategic goals.

Branded content—a term often used interchangeably with native content—is funded by an advertiser (in this case, GREY GOOSE Vodka), but is created to live seamlessly on media platforms (in this case, FASHION) and uses all the best practices of journalism to entice and engage audiences.

Why branded content? 

Branded content is proven to deliver on campaign objectives. A report by IPG Media Lab Media found a 59% higher recall than digital display ads and a 50% higher brand lift when distributed through premium publishers compared to content published on a brand's own channels. 

"Branded content falls on a continuum between marketing and editorial, and works best when there is close collaboration between the advertiser and the media brand to deliver an authentic message that truly resonates with the audience," explains Sasha Emmons, VP of Branded & Custom Content for SJC.

GREY GOOSE Vodka x FASHION

For the collaborative partnership with GREY GOOSE Vodka, our SJC team leveraged FASHION’s authority as Canada’s top fashion and beauty brand, carefully crafting the Couture Cocktail content to integrate with its editorial style. 

This strategic approach ensured the content reached the target demographic in an authentic and impactful way, significantly enhancing brand visibility and audience engagement. The  multi-channel approach included:

• Custom Editorial-Style Content:  Articles and visuals created specifically for the FASHION site, using its editorial voice to resonate with the brand’s high-end audience.
• Custom Digital Destination: A dedicated landing page on the FASHION website that housed all campaign-related content, providing an immersive brand experience.
• Native Newsletter Ads: Strategically placed within FASHION's newsletters, these ads were crafted to blend seamlessly with editorial content, driving readers to engage further with the campaign online.
• Bespoke Event: A themed cocktail party brought the campaign to life and provided additional sponsored content opportunities for GREY GOOSE.

Tell your story through branded content 

SJC thrives on creating unique branded content campaigns for our clients, leveraging our media brands for effective native/sponsored content opportunities. Explore the Couture Cocktails Case Study and learn more about our Branded & Custom Content.

Interested in bringing your brand story to life? Let’s partner!