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  • AWARD WINNING NATIVE ADVERTISING

    EXAMPLES

    AWARD WINNING NATIVE ADVERTISING

    EXAMPLES

    AWARD WINNING NATIVE ADVERTISING

    EXAMPLES

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    Table of Contents Welcome ................................................................................................................................................................ 3 Foreword by Stephanie Losee ........................................................................................................................... 4 How to Win a Native Advertising Award .......................................................................................................... 5 Award Winning Native Advertising Examples MX Partner Lab for Maria Casino .......................................................................................................... 7 Aller Media, ELLE Magazine for SAS .................................................................................................... 9 The Huddle Room Media Inc. for Belo Baby ...................................................................................... 11 Aller Media, ELLE Magazine for adidas .............................................................................................. 13 King Content for Lenovo ...................................................................................................................... 15 King Content for Griffith University ................................................................................................... 17 Buzzfeed & Moxie for Rachael Ray Nutrish ....................................................................................... 19 Vizeum for De Danske Sydhavskyster ............................................................................................... 21 Huddle Room Media for National Book Store .................................................................................. 23 Hanza Media for Croatia Insurance ................................................................................................... 25 Mediafin for Accenture, Societe Generale Private Banking, ALD Automotive ........................... 27 VG Partnerstudio for Norsk Tipping .................................................................................................. 29 Partner Studio by AOL for Lufthansa ................................................................................................ 30 Hanza Media for Dacia ........................................................................................................................ 32 BILD Brand Studio for Mobile.de ....................................................................................................... 34 Ideas United LLC for Forbes/Dell/Intel .............................................................................................. 36 VG Partnerstudio for Nordisk Film ..................................................................................................... 38 Hanza Media for Qatar Airways ......................................................................................................... 40 NewsCorp Studios – Queensland for Mahindra Rise ..................................................................... 42

    Takeaways from the Award Winning Native Advertising Examples .......................................................... 44 List of all Winners from the Native Advertising Awards .............................................................................. 47

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    Welcome to NAI’s Native Advertising Awards Wrap-up

    The Native Advertising Awards was awarded for the first time by the global think tank Native Advertising Institute in 2016. The Native Advertising Awards aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand-stories in a non-disruptive way.

    The Native Advertising Awards include 31 categories under the themes: organization, strategy, channels and formats. You can see all categories and all 2016 winners on page 47. The Native Advertising Awards honor print and digital native advertising and is the largest international award program dedicated to native advertising.

    The nominees are invited to join the world’s largest conference on native advertising ‘Native Advertising DAYS’ which is held in Berlin and organised by NAI. Last year it welcomed +300 participants from 34 countries around the globe. As was the case in 2016, we will include an award ceremony as part of this year’s program. Thank you In this ebook we feature a selection of winners in different categories from around the world. From the Philippines to Australia, the US, Croatia, Germany, several Nordic countries and those in between, we would like to take this opportunity to thank all participating companies and brands, regardless of geography, for sharing their creative ideas as well as KPIs with the industry.

    We also thank the jury for their dedication and expertise as well as a number of passionate discussions about one of the most exciting topics in the landscape of marketing right now: How to deliver native advertising that is compelling and effective.

    About Native Advertising Institute The Native Advertising Institute is a global think tank dedicated to leading, educating and connecting marketing, advertising, communications and publishing professionals in an effort to advance the native advertising industry. We provide unique research, thought leadership and actionable tools such as case studies, best practices and how-to guides as well as industry insights on our blog. Every year we host the world’s leading conference on native advertising ‘Native Advertising DAYS’ which attracts a number of prestigious speakers, brands and publishers. Furthermore, we celebrate the best native advertising work in the industry with our yearly Native Advertising Awards.

    This collection of case studies features award winning native advertising which we hope will inspire and advance the practice of native advertising. It showcases the winners of the Native Advertising Awards which were chosen by a jury of industry experts.

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    http://www.nativeadvertisinginstitute.com https://nativeadvertisinginstitute.com/conference/ https://nativeadvertisinginstitute.com/native-advertising-awards-2017/

  • Foreword

    D epending on your perspective, native advertising is either old-hat or the most recent new thing in marketing. It’s the digital reinvention of a longstanding sponsored content paradigm launched in the late 1800s with advertorial publications like John Deere’s “The Furrow,” which offered farming tips for customers of their products. Or it’s a phenom- enon so recent that brands and publishers don’t know how to do it yet, or don’t know how to do it well, or don’t know how to scale it, or don’t know how to make it pay.

    The current generation of native advertising is only about a decade old, which means that the industry hasn’t even reached its teen years yet. It still has a lot of growing up to do. Yet after just a few years in its present form, I’d say it has to be award-worthy simply to succeed. Attention is the award — the reward — of successful native, and nothing less than best-practices content will win it.

    Brands and media agencies recognize this reality. Thus, creating prizeworthy native advertising con-

    tent is now the cost of entry for publishers compet- ing for business. The first round of this era of native in which novelty alone earned click-throughs has passed, and we’re already at the point when native has to rise to the level of an event to prompt a criti- cal number of those almighty clicks.

    What constitutes an event? Creative innovation, worthy of a brand’s budget. The involvement of a personality, whether a celebrity or a leader. ROI in- volving impact metrics aligning with business goals rather than publisher metrics. For starters.

    Thus the urgency to share best practices, case studies and lessons learned. By acknowledging and celebrating the best of the best native ad- vertising from around the world every year, we hope to inspire and advance the industry. These award-winning examples of the best in native will provide insights to publishers, marketers, adver- tisers, media buyers, communicators and ad tech companies alike. Come join us to explore the best native advertising in the world.

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    Stephanie Losee Head of Content for VISA, Chair, Native Advertising Awards Jury.

    Previously she has held positions such as Execu- tive Director of Branded Content at POLITICO and Managing Editor of Dell, directing Dell’s editorial content strategy and formalizing Dell’s role as a brand publisher.

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    How to Win a Native Advertising Award

    Who can participate? The Native Advertising Awards is open to all media companies, brands, organisations, adtech compa- nies, agencies and studios engaged in producing native advertising. All entries must include work created and/or published in 2016/2017. We accept entries that originate from any country in the world.

    What’s in it for you? Along with the other winners you are promoted via our blog, newsletter and social media, as well as in a press release which was picked up last year by the likes of MediaPost and FIPP.com. If you join us in Berlin, we would love the opportunity to do a vid- eo interview with you, which will also be featured on our blog and other channels. We also invite you to be