Strong engagement doesn’t just happen — it’s built into the foundation of smart branded content. Whether we’re developing an interactive quiz, a sponsored content story or a visual-first experience, we pay close attention to what readers actually respond to. And right now, we’re seeing clear trends across our network that point to what’s working best.
Interactivity, personalization and storytelling with a strong local angle are consistently driving results. These formats don’t just get clicks — they encourage curiosity, build trust and keep readers coming back. That kind of engagement is what turns content into connection.
The examples below highlight formats and approaches that are resonating with readers and delivering value for our partners.
ALL IN is Canada's largest AI event, gathering entrepreneurs, innovators and technology experts to share their insights and knowledge. In collaboration with Postmedia, an 8-page print section was created in the Financial Post and distributed to attendees on the day of the conference. Six AI organizations were highlighted through sponsored content stories, and their articles were also published and amplified online. Additional content showcasing AI innovations in various businesses was also written for the print section. Overall, the campaign successfully presented ALL IN's messaging for both event attendees and our readership in general.
Read the content here: National Post x ALL IN 2025
The Eureka Fellowship for Youth Changemakers in Canada is a partnership between leading biopharmaceutical company, AstraZeneca Canada, and global children’s rights organization Plan International Canada. Now in its second year, 10 young Canadians, aged 18 to 30, have been selected as Eureka Fellows for their leadership in improving the health of people, society, and the planet by focusing on health equity, biodiversity, and climate action. In order the raise awareness of the Eureka Fellowship, AstraZeneca Canada wanted to profile two of this year's recipients: Sylvia Okonofua and Artash Nath. The Fellows both lead initiatives in very different fields. Okonofua's Black Donors Saves Lives focuses on racial justice and health equity; Nath's You-Oceans seeks to preserve ocean biodiversity using AI tools. To weave these two distinct profiles together, we highlighted what makes these young Canadians exceptional: their shared commitment to having a positive impact on the planet.
Read the content here: Healthing x AstraZeneca
OLG wanted to address the misconception that people only win the lottery once in a blue moon. Players win every day, and the winning amounts can be up to tens of millions of dollars. As part of a broader campaign series highlighting past winners, Content Works created an interactive map to show where each winning ticket was bought from Feb. 1 to Aug. 1, 2025. With over 1,000 location points, the map shows just how often players win. Users can use the search function to find where winning tickets were purchased in their city and see which towns in Ontario had the most luck!
View the map here: OLG map
For over 30 years, Staples Canada has been a trusted partner in helping Canadians work smarter. This campaign celebrated the return of the iconic "That Was Easy" branding, appealing to readers' nostalgia for the iconic red button. The story created awareness around Staples Canada's newly designed website and highlighted featured services both in store and online. An included interview with Staples Canada CEO Rachel Huckle supported the message that Staples strives to make everyday tasks easier for its customers, so they have more time for what really matters.
Read the content here: National Post x Staples Canada
W̱SÁNEĆ Leadership Council
Southern Resident Killer Whales are among the world’s most endangered marine mammals, with only 73 remaining. The QENTOL, YEN Marine Guardians, a program of the W̱SÁNEĆ Leadership Council, turned to Content Works to create a campaign to increase awareness of the plight of these magnificent orcas and urge the government to take action. The sponsored content article was published on the Ottawa Citizen, National Post and Vancouver Province sites, generating hundreds of likes, comments and shares on social media.
Read the content here: National Post x W̱SÁNEĆ Leadership Council
