OBSERVER CONTENT STUDIO
Observer Content Studio partners with brands to create compelling custom native content that engages our premium audience. Through our contributor network we have access to authoritative and leading voices across all areas of expertise. Observer's established content amplification tools and proven social strategy ensure dynamic delivery and resonance on and offsite. To see our native content featured on Brandtale, click here.
CASE STUDIES
Ministry of Supply: Native Content
To promote Ministry of Supply’s technology-forward menswear, Observer Content Studio produced a Sponsored Post that highlighted the brand’s combination of MIT research, performance technology and real-life experience that is reinventing life on the go. Citing multiple examples of how the menswear helps unlocks your fullest potential, the post highlighted the Archive dress shirt and the Aviator 2 Suit.
B&B Italia: Quick Ship Program Showcase
Luxury Italian furniture in two weeks or less sounds too good to be true, but in the spring of 2016 B&B Italia partnered with Observer to promote their Indoor and Outdoor Quick Ship programs, which deliver selections from their catalogue in less than fourteen days. Utilizing a full screen slideshow and listicle format, Observer Content Studio highlighted B&B Italia’s breathtaking photography featuring items available in their Quick Ship program.
JetSmarter: Native Content
Observer Content Studio worked with JetSmarter to create a highly shareable sponsored post, which highlighted JetSmarter’s unique product offerings and routes. To maintain momentum for the piece, Observer optimized the headline for the article at the campaign’s midpoint, as well as added testimonials from JetSmarter members. Highly targeted social promotion via Facebook's paid and organic sharing tools ensured that the post reached it's target audience.
Squarespace: Site Spotlight Native Content Series
Squarespace partnered with Observer to showcase how the innovative web-design platform provides creative tools that help users amplify their personal and business websites. Observer Content Studio identified creative individuals – chefs, designers and a photographer – who use Squarespace everyday and created a series of four highly-shareable Sponsored Posts using high resolution imagery and original reporting. Co-branded units and social media amplification helped drive readers to the stories.
SHOWTIME: L.A. Power 25
Building off of a rich history of chronicling the most powerful individuals across industries, sectors, and geographic locations, Observer unveiled L.A. Power 25 on July 7th, 2015 – a round up of the most powerful men and women in Hollywood.
Observer commissioned original, hand drawn illustrations of each of the power players on the list. Coming to life online and in print, the feature natively integrated sponsor SHOWTIME's Ray Donovan as tinseltown’s go-to fixer.
Johnnie Walker: Founder Stories
Observer readers flocked to Founder Stories presented by Johnnie Walker, a series of original animated short videos and long form articles detailing the steps taken by prominent entrepreneurs along their journeys to success.
Long form articles accompanying the Founder Stories videos offered readers a look into the personal and professional experiences of each of the founders.
A.G. Jeans: Alexa Chung
A.G. Jeans teamed up with Observer to promote their new line with Alexa Chung, who Observer Content Studio featured in an original video interview, stunning photography, and written article. Observer Content Studio leveraged a social media sweepstakes to engage fans of Alexa Chung and A.G. Jeans, giving lucky fans the opportunity to win signed copies of IT by Alexa Chung.
Observer's Upper East Side Holiday Shopping Guide
Observer Content Studio created a Holiday Shopping Guide and map that highlighted must-see stores for readers to visit on New York City’s Upper East Side. Advertiser’s store locations received inclusion on the exclusive holiday shopping map, both in print and digitally in a dedicated e-blast to Observer newsletter subscribers.
Florida Keys & Key West: Native Content
To highlight the many attractions of the Florida Keys & Key West, Observer Content Studio created a compelling Sponsored Post that invited readers to dive into the art and culture of the region. Spotlighting points of interest on each of the Keys, the article and accompanying imagery emphasized both the rich cultural history and contemporary arts scene of the vacation hotspot.
Tiffany & Co.: Valentines Day Gift Guide
Observer enlisted super model Alicia Rountree and Olympic Silver Medalist Tim Morehouse to select their top Valentine's Day gift ideas, for a Valentine's Day 2015 Gift Guide sponsored by Tiffany & Co. Each influencer selected five choices, including one sponsored Tiffany & Co. item. Readers were able to pin their selections to Pinterest, and items clicked out to e-commerce pages—the perfect marriage of content and commerce.
FedEx: The Pitch
In the first two seasons of The Pitch, sponsored by FedEx, 20 startups vied to be selected by top venture capitalists for a cash prize.
The series attracted VCs from top firms—including Lerer Ventures, Softbank Capital, and RRE Ventures—and the fierce competition made it the most-watched video series in Observer’s history.
John Varvatos: Native Content
John Varvatos natively incorporated its messaging into Observer/Style & Design with a sponsored post showcasing their Madison Avenue store, luxury menswear collections, and Personal Wardrobe Service. Seamlessly woven into Observer/Style & Design's editorial content, sponsored posts provided John Varvatos a dedicated space to share their collections and offerings with Observer's highly affluent, fashionable audience.
Douglas Elliman: New to the Neighborhood
Douglas Elliman partnered with Observer to showcase their position as New York City's leading neighborhood experts as sponsor of New to the Neighborhood, which profiled prominent Manhattanites who had recently relocated. The series highlighted what attracted New Yorkers to their new locales, and zeroed in on hidden neighborhood gems that you can normally only discover by being a local.