Navigating the Next Era of Branded Content: Integrated Storytelling in a Crowded Advertising Landscape

Raquel Bubar, the Managing Director of T Brand Studio of The New York Times, recently shared her insights on the evolution of brand storytelling and their new approach to content distribution during Native Advertising Day 2024.

Here's a rundown summary of what you will find in this talk.

Evolution of Branded Content

The New York Times' Branded Content Studio has come a long way since launching with Orange is the New Black in 2014. Today, the studio delivers a wide range of creative content, including custom designs, 3D illustrations, and documentary-style videos. In her talk , Raquel highlights some of the broader changes that have occurred in the industry:

Shift to Multi-Platform Distribution: The industry has moved away from single branded content destinations toward a more distributed approach. Content is now placed across various platforms, including print, digital, audio, and games, providing more opportunities for audience engagement.

Interactive and Immersive Experiences: Brands are no longer limited to basic ad formats. They are creating more immersive and customized experiences, incorporating elements like 3D illustrations, documentary-style videos, and tailored design elements to engage consumers on deeper levels.

Content Consumption Preferences Are Changing: Audiences are open to engaging with branded content in diverse ways, whether it's through podcasts, print, or even in-game integrations. This shift emphasises the need for brands to adapt their strategies and think creatively about where and how they share their stories.

Audience-Centric Approach

With over 10 million paying subscribers, including 2 million international ones, The New York Times has a deep understanding of its audience. This knowledge informs how they shape campaigns to cater to specific interests and behaviours. Their strategy is based on answering key questions about who their audience is and where they consume content.

Deep Audience Understanding Drives Content Strategy: The Newspaper's large subscriber base gives them extensive data about audience preferences, allowing them to tailor branded content to meet specific interests and behaviors. Understanding who the audience is and what they care about is essential for creating impactful campaigns.

Content Needs to Meet Audiences Where They Are: Audiences consume content across various platforms, so brands need to distribute their content in multiple formats and channels. This approach ensures that the content is accessible and engaging wherever the audience chooses to interact with it.

Birkenstock Campaign

The Birkenstock campaign embraced the “ugly shoe” trend but highlighted its functional and ergonomic design. The campaign included a three-part video series and spanned print, digital, and social media. It sparked global engagement and led to 77% of viewers showing interest in purchasing the shoes.

Cartier Jewellery Campaign

For Cartier’s 100th anniversary, The New York Times created "100 Love Stories" to celebrate the brand’s iconic Trinity ring. These stories appeared across Modern Love columns, podcasts, and print. The campaign brought Cartier's message to audiences worldwide, further strengthening the brand’s presence.

Welcome Foundation Campaign

To address the intersection of health and climate change, the Branded Content Studio created "Dispatches on Climate and Health." This campaign used platforms like TikTok-inspired mobile pages and The New York Times hit podcast The Daily. Targeting policymakers at the UN’s COP summit, it amplified the voices of communities facing health challenges.

DoorDash Collaboration

The New York Times teamed up with DoorDash to integrate branded content into its gaming platforms, including Wordle. Players who completed games received voucher codes for DoorDash orders. This campaign marked The New York Times' first branded mobile partnership and generated significant buzz.

Rethinking Content Distribution

T Brand Studio is leading the charge in creating multi-platform campaigns that deliver meaningful results for brands. They emphasize the importance of placing content across diverse platforms to meet audiences where they are. Their approach challenges brands to think beyond traditional formats and create more memorable campaigns.

Content Should Be Placed Across Multiple Platforms: Tina emphasises that impactful campaigns no longer rely on one destination. Brands need to think broadly and distribute their content across various platforms, from digital to print, podcasts, and even games, to increase reach and engagement.

Campaigns Must Be Memorable and Flexible: To stand out, brands should push the boundaries of traditional formats and find new ways to engage audiences. Creating memorable experiences across different platforms helps brands be more effective in leaving a lasting impression on their target audience.

Wrap Up

At this year’s Native Advertising conference, Raquel's talk highlighted how The New York Times' Branded Content Studio is pioneering a new approach to content distribution, focusing on multi-platform engagement and audience-centric strategies. Her insights underscored the importance of brands pushing beyond traditional formats to create impactful, memorable campaigns that meet audiences wherever they are.