7 Examples of Content Marketing Excellence
The finalists for the 2017 Pearl Awards – the longest running content marketing awards program in the United States – were selected from an esteemed group of worldwide content marketers representing dozens of brands and 19 countries.
As we count down to the awards on December 7, here’s a look at our Media Groups’s seven nominated projects across nine categories. In the individual Pearl Awards, The Content Council already named our own Maryam Sanati as Best Content Director.
1 – Face Off with Coco Rocha (L’Oréal Canada): Nominated for Best Special Issue/One-Off Campaign and Fashion and Beauty
A Canadian first, FASHION Magazine showcased supermodel Coco Rocha looking fierce on not one, but five different cover images for its April 2017 issue. Featuring a unique five-cover perforated “flip book” approach, the interactive issue allowed readers to play with the cover and customize their favourite look on Coco Rocha for up to 35 unique combinations.
2- Sonos Playlist Potluck (Sonos): Nominated for Best Use of Influencers in Content Marketing
In partnership with Sonos, Toronto Life hosted The Coolest Dinner Party Ever. Amongst hundreds of entries vouching for a spot at the table, the winning guests were treated to a meal by one of the most coveted restaurants in the city, beverages galore and a guest-curated playlist featuring Toronto artists via Spotify.
3- Commutes with Toronto Life (Kijiji): Nominated for Best Video
To raise the profile of its Automotive section amongst a younger demographic, Kijiji partnered with Toronto Life and our content studio, Strategic Content Labs, to develop an episodic web series. Toronto Life Commutes featured comedian and social media influencer Jus Reign interviewing famous Torontonians, including Amanda Brugel and Kardinal Offishall, about their life, passions and history while driving a wide range of used luxury cars that could be listed on Kijiji.
4 – FASHION X JOE FRESH (Joe Fresh): Nominated for Fashion and Beauty
FASHION Magazine and Joe Fresh collaborated to debut a unique “peel-to-reveal” cover for the Summer 2017 issue. A FASHION-first, and a Canadian market first, the collectible issue featured the special cover plus an eight-page #FASHIONxJoeFresh fashion feature that followed Canadian model Heather Marks through the streets of Mexico City in Joe Fresh summer fashion.
5- Lindt the Season (Lindt & Sprungli Canada Inc.): Nominated for Food & Beverage/Restaurants
For the 2016 holidays, our Strategic Content Labs created a content program for Lindt by engaging multi-lingual, multi-platform storytelling centred around holiday and chocolate. Including a website, videos, social posts and editorial social callouts via our Toronto Life and FASHION Magazine, the program helped to position Lindt as a luxury brand in consumers’ minds and drove sales during the key pre-holiday time period.
6 – Passport 2017/Passeport 2017 (Government of Canada): Nominated for Most Innovative Content Solution and Non-profit/Association/Government
Marking the 150th anniversary of Confederation, St. Joseph Media created a mobile app and website to create awareness for all the events happening across the country in 2017. The program included a platform to host all content, gamified to encourage participation, as well as a social media distribution strategy to spread the word.
7 – 1879 by BIRKS: HOLIDAY 2016 (MAISON BIRKS): Nominated for Retail
For more examples of great cross-platform content, check out the full list of nominees here.
The 2017 Pearl Awards and Winter Conference will be hosted by Good Housekeeping at Hearst Tower in New York on Thursday, December 7.