by Benjamin Potter | Creative Director, CLICKON
Every content marketer knows that native advertising is the future, but why is there still so much fear over whether advertorials sell products? These 4 case studies highlight the power of native ads and how they can be a instrumental in getting your products seen by the right audience:
1) Supercompressor and GE
To mark the 45th anniversary of the moon landing, tech-website Supercompressor teamed up with GE to create articles around the history of the monumental feat with click-bait titles such as “11 Things You Didn’t Know About the Apollo Missions” for GE.
Goal: To show the world how GE played an instrumental role in the 1969 mission.
To accompany the articles, GE released sneakers on Supercompressor’s sister site, Jack Threads, which sold out in less than seven minutes.
To accompany Newcastle’s not-a-Super-Bowl commercial – which ironically turned out to be a very successful Super Bowl commercial – Gawker Studios teamed up with the brand to create the article “We’ve Disguised This Newcastle Ad As An Article To Get You To Click It.”
Goal: To support Newcastle’s huge Super Bowl spend with an ad that hits Gawker’s millennial audience.
The article managed to create hundreds-of-thousands of clicks. Sales of the beer sky-rocketed. By questioning the native advertising format, it resonated with millennials and Generation X alike, creating massive social buzz and earned media just like the Super Bowl ad before it.
3) SB Nation and Nike
SB Nation – known for their younger, bolder approach to sports – created “First & Long” with Nike, a sponsored section of the website featuring six NFL athletes who return to their high schools for summer training.
Goal: Nike wanted to inspire young athletes through several pep talk videos encouraging them to keep pushing themselves.
“First & Long” was one of the most successful ad campaigns SB Nation has ever run, generating significant brand lift for Nike and positioning the brand firmly at the fingertips of young, millennial sportsmen.
4) CLICKON Golf and Wilson Sporting Goods
Wilson Staff announced to the world in August 2015 that they were creating a Shark Tank inspired TV show with The Golf Channel called “Driver vs. Driver.” Budding engineers were asked to design the next great driver, with no limit on creativity. The winner of the show will be awarded $500,000. To help promote the competition to millennial golfers, they partnered with CLICKON Golf to create a native article called “Get Rich And Win $500,000”, which featured a hilarious guide to spending $500K.
Goal: To promote “Driver vs Driver” to millennial golfers and get them to apply to the show.
The native article generated a 322% increase of entry submissions and was one of the most popular articles on the popular millennial golf site during the month of August.