Branded content doesn’t happen in a vacuum — it’s the result of smart collaboration between strategists, writers, designers and producers who each bring a unique perspective to the table. At Content Works, we believe that the best campaigns are born from a clear understanding of both the brand’s goals and the audience’s needs — and it’s our team’s job to bridge the two with creative, high-impact storytelling.
Whether we’re building a multi-format campaign from scratch or tailoring an idea for a regional audience, every piece of content we produce reflects the collective expertise of our team. From standout headlines to interactive infographics to short-form video, we bring our full toolkit to every project — and it shows in the results.
The examples below highlight the kind of work our team creates in partnership with brands across the country.
Christie Gardens
The objective of this sponsored content story was to promote awareness of a unique partnership between Toronto's Christie Gardens retirement home and the University of Toronto's health studies program. The partnership involved a new educational program, an intergenerational classroom, which allowed students to interact with 50 senior residents at Christie Gardens, to offer both students and seniors and opportunity to learn from one another's perspectives. Ultimately, U of T and Christie Gardens aim to innovate what elder care looks like for the future. The story featured an interview with the CEO of Christie Gardens, a senior resident and a student from the program at U of T.
Read the content here: National Post x Christie Gardens
Kt by Knix
Ahead of Black Friday sales and the holidays, Kt by Knix wanted to be top of mind for moms of teens. As one of the leading brands of period underwear for women, Kt by Knix opted for a custom sponsored content story to highlight several of their best-selling period underwear products for teens, published on Canoe.com, Postmedia’s main destination for shopping, travel, tech and entertainment content. The article covered solutions such as period underwear, period boxer shorts and bathing suits. The article was promoted on Postmedia’s network as well as on Meta and included links to product pages and holiday sales special pricing.
Read the content here: Canoe x Kt by Knix
Mastermind Toys
Mastermind Toys wanted to launch their new look, mission and general feel before the holidays. In collaboration with Content Works, a custom interactive page was created to tell their founding story, present what makes them unique and highlight a few toys available in their catalogue. Users can "unwrap" gifts to discover gift ideas, and Mastermind Toys's gift guide was linked to give users more shopping options. The page also counted down to Christmas, emphasizing that users should think about doing their Christmas shopping soon.
Explore the content here: National Post x Mastermind Toys
RBC
During the holiday season, shoppers are prone to falling for online shopping scams if they aren't paying close attention to their online activity. RBC partnered with Content Works to create an informative article listing common online shopping scams during the holidays and presented tips on how to protect shoppers from fraud. The story resonated with readers, garnering page views well over benchmark and plenty of positive engagement on socials, with readers expressing their gratitude for a useful story.
Read the content here: National Post x RBC
Tourisme Montréal
Montréal is the perfect city for a winter trip, with a never-ending list of exciting activities that embrace the season, but planning your ideal vacation takes time and work. This interactive quiz, sponsored by Tourisme Montréal, made planning easy. We crafted a series of questions that allowed readers to curate their ideal itinerary, from choosing their hotel to their late night activity. The final page of the quiz included a video that we created to showcase five unmissable winter activities, with a link to the Tourisme Montréal website so that readers can discover more Montréal magic.
Take the quiz here: National Post x Tourisme Montréal
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