Sponsored content has evolved far beyond the days of static banner ads. When done right—through creative storytelling and genuine brand alignment—these campaigns can entertain, educate, and motivate audiences in a profound way.
Whether you’re a seasoned marketer, a content creator, or a brand seeking the next big thing, here are 15 shining examples of sponsored content done right. Each example breaks down the key elements and takeaway lessons so you can supercharge your own campaigns.
1. Airbnb & The New York Times
What Happened
Airbnb partnered with The New York Times’ T Brand Studio to create a long-form, visually immersive feature on Ellis Island and themes of immigration. The piece subtly tied in Airbnb’s core message—belong anywhere—in a context that resonated with NYT readers.
Why It Worked
- Historical & Emotional Relevance: Tapping into stories of heritage, belonging, and cultural identity.
- Journalistic Integrity: Published on a trusted media outlet, blending editorial depth with Airbnb’s brand story.
Key Takeaway
When you anchor your brand message in compelling narratives with real human interest, sponsored content can feel both natural and thought-provoking.
2. Spotify & BuzzFeed Quizzes
What Happened
Spotify created a series of BuzzFeed-style quizzes matching users with curated playlists based on their quiz results (e.g., personality or zodiac signs).
Why It Worked
- Shareability: Quizzes are inherently fun; people love sharing results.
- Immediate Engagement: After finishing a quiz, participants receive a direct link to custom playlists, boosting Spotify usage.
Key Takeaway
Leverage interactive content that entertains and offers quick wins—like custom playlists or product recommendations—so users associate your brand with fun and personalization.
3. Michelob ULTRA & ESPN
What Happened
Michelob ULTRA sponsored a series of fitness and sports segments on ESPN, featuring behind-the-scenes training routines of top athletes. Each piece underscored Michelob’s “fitness-meets-fun” brand identity.
Why It Worked
- Lifestyle Alignment: ESPN’s health and sports-driven audience is open to “fit-friendly beer” messaging.
- Star Power: High-profile athletes or sports personalities can elevate brand perception instantly.
Key Takeaway
Audience alignment is crucial. If your brand stands for an active lifestyle, partner with platforms or influencers whose fan base already shares those values.
4. Coca-Cola & Tasty (BuzzFeed)
What Happened
Coca-Cola collaborated with BuzzFeed’s Tasty brand, featuring short recipe videos that integrated Coke products or pairings. The user-friendly format soared to millions of views.
Why It Worked
- Bite-Sized Content: Tasty’s hallmark quick recipe videos are widely shared across social channels.
- Seamless Branding: Instead of overt ads, Coke simply appeared as a beverage pairing or an ingredient.
Key Takeaway
Tie your brand into day-to-day moments (like cooking or mealtimes). Subtle presence in popular how-to videos can yield massive organic engagement.
5. Apple Music & Complex
What Happened
Apple Music partnered with the urban culture magazine Complex to deliver behind-the-scenes artist interviews, focusing on hip-hop creation processes. The content showcased how Apple Music supports emerging and established artists.
Why It Worked
- Audience Match: Complex readers are deeply immersed in hip-hop and youth culture—perfect synergy for Apple Music.
- Exclusive Angle: Highlighting unique, behind-the-scenes glimpses resonates more than generic ads.
Key Takeaway
Give audiences exclusive experiences or insider looks. Sponsored content that reveals hidden stories or unique insights can feel like a special treat.
6. IKEA & Apartment Therapy
What Happened
IKEA teamed up with Apartment Therapy to showcase small-space living hacks. Articles and mini home tours demonstrated IKEA furniture’s versatility while solving real organizational challenges.
Why It Worked
- Practical Value: Readers learned quick, cost-effective tips for optimizing small apartments.
- Natural Product Placement: Every IKEA solution felt relevant and helpful, not forced.
Key Takeaway
Focus on problem-solving. If your product or service can show tangible benefits in context, your audience will be more eager to learn (and buy).
7. Netflix & The Wall Street Journal
What Happened
To promote the series Narcos, Netflix sponsored a Wall Street Journal feature called “Cocainenomics,” examining the economics and history of the drug trade in-depth.
Why It Worked
- Data & Storytelling: In-depth stats and charts appealed to WSJ’s finance-savvy audience.
- Topical Alignment: The “Narcos” storyline aligned perfectly with an investigative, data-centric approach.
Key Takeaway
Merge creative storytelling with hard data. Partner with reputable outlets whose editorial slant matches your content’s theme or storyline.
8. Nike & Social Impact Partnerships
What Happened
Nike frequently sponsors content about community sports programs, after-school leagues, and philanthropic events. Media outlets and influencers highlight how Nike fosters grassroots athletic development.
Why It Worked
- Community Building: Showcasing real people and tangible benefits fosters genuine brand love.
- Emotional Resonance: Fans connect with Nike’s mission to empower and uplift aspiring athletes.
Key Takeaway
Sponsored content can extend beyond product promotion—spotlighting social impact or philanthropic efforts can win hearts and strengthen loyalty.
9. Tinder & NYLON Magazine
What Happened
Tinder sponsored a NYLON feature on modern dating, including “first-date fashion” tips, witty anecdotes, and how Tinder helps facilitate fun meetups.
Why It Worked
- Trendy & Relatable: NYLON’s style-savvy readers found synergy with Tinder’s edgy brand persona.
- Lifestyle Approach: Rather than focusing on app mechanics, the content emphasized style, confidence, and social culture.
Key Takeaway
Shift from direct brand talk to exploring the lifestyle or culture around it. Your product or service becomes more engaging and less “salesy.”
10. Visa & Refinery29 Money Diaries
What Happened
Visa teamed up with Refinery29’s popular Money Diaries series. Sponsored posts featured budgeting tips, real-life spending journals, and how Visa’s tools can help manage finances seamlessly.
Why It Worked
- Highly Personal: Money Diaries are authentic stories about real women’s finances—readers feel they’re peeking into someone’s daily budget.
- Natural Brand Fit: Visa’s mention as a secure, convenient payment method felt organic and beneficial.
Key Takeaway
Align your brand with authentic storytelling that customers already enjoy. If the content series is beloved, a subtle brand cameo can be extremely powerful.
11. Adobe & WIRED Brand Lab
What Happened
Adobe partnered with WIRED to create an immersive branded piece about the future of creativity and technology. It featured interviews with digital artists using Adobe tools.
Why It Worked
- Inspirational & Forward-Looking: Showed how Adobe enables cutting-edge innovation, not just routine tasks.
- Thought Leadership: WIRED’s tech-savvy readers trust content about emerging digital trends.
Key Takeaway
Use expert voices and visionary angles to position your brand as an innovator. Pair it with a platform known for intellectual or futuristic content.
12. Samsung & Casey Neistat (YouTube)
What Happened
Samsung sponsored a series of vlogs by YouTuber Casey Neistat showcasing camera features in real-life adventures—travel videos, daily hustle, and special event coverage.
Why It Worked
- Authentic Influence: Neistat’s fans appreciate his genuine approach; integrating Samsung naturally felt like part of his creative process.
- Demonstrations in Action: Instead of mere specs, viewers saw the phone or camera in challenging, day-to-day scenarios.
Key Takeaway
Collaborate with creators who have loyal, engaged followings. If they genuinely use your product, their endorsement carries monumental weight.
13. Delta & Thrillist City Guides
What Happened
Delta partnered with Thrillist to publish curated city guides, highlighting local “hidden gems” while subtly mentioning Delta flight routes or deals to those destinations.
Why It Worked
- Travel Inspiration: Engaging, shareable content that triggers wanderlust.
- Solution-Oriented: Readers can immediately book flights to the featured spots, making it a frictionless experience.
Key Takeaway
Pair aspirational content (like travel guides) with convenient brand solutions (like flight booking), so users can act on their inspiration seamlessly.
14. Red Bull & Micro-Influencers
What Happened
In addition to sponsoring extreme sports athletes, Red Bull also supports micro-influencers who capture smaller, local adventure experiences—hiking, mountain biking, climbing, etc.
Why It Worked
- Local & Relatable: Micro-influencers speak to tight-knit communities, where trust is high.
- Brand Personality: Focused on energy, adrenaline, and “give you wings” vibe—Red Bull’s marketing sweet spot.
Key Takeaway
Micro-influencers can yield high engagement rates within niche circles. Align brand content with their personal style for authentic coverage.
15. Heineken’s “Open Your World” Collaborations
What Happened
Heineken’s “Open Your World” campaign partnered with various media outlets and influencers to highlight cultural exchanges—two strangers bridging differences over a shared beer.
Why It Worked
- Social Commentary: Addressing global tensions or social divides in a productive, uplifting narrative.
- Emotional Hook: Audiences connected with stories of acceptance, exploration, and human unity.
Key Takeaway
Tackle meaningful or culturally relevant topics in your sponsored content. A brand that promotes acceptance or unity can resonate on a deeper level.
Final Thoughts: Crafting Your Own Sponsored Content Success
These 15 examples prove that sponsored content works best when it’s thoughtful, authentic, and perfectly aligned with an audience’s passions or challenges. By focusing on storytelling, value, and strategic platform choices, you can forge content that captures attention and drives tangible outcomes—be it sales, brand awareness, or loyalty.
Pro Tips for Your Next Campaign
- Know Your Audience
- Dive deep into demographics and interests. Sponsored posts that address specific pain points have a higher success rate.
- Partner Strategically
- Collaborate with outlets and influencers that naturally share or complement your brand’s mission and values.
- Embrace Creativity
- Whether it’s a data-driven infographic or a comedic short video, find fresh angles that spark conversation.
- Stay Transparent
- Disclosure rules matter. Clearly label your sponsored content to maintain trust.
- Measure and Refine
- Track key metrics (engagement, CTR, conversions). Learn from each campaign to optimize future efforts.
By taking cues from these standout collaborations—and injecting your unique brand voice—you can produce sponsored content that truly outshines the competition. Go forth and create stories that captivate, convert, and keep audiences coming back for more!
See Also: The Ultimate 2025 Guide to Sponsored Blog Posts: Earn More, Grow Faster, and Delight Your Readers
