Sponsored Content: 7 Examples That Actually Work Well

In a digital world saturated with ads, the term “sponsored content” can make many users scroll faster. We’ve all seen it: the poorly disguised advertisement that interrupts our reading and offers little to no value. But when done right, sponsored content can be a powerful tool for brands to connect with audiences in a meaningful and authentic way. The key is to shift the focus from a hard sell to genuine value.

The best sponsored content doesn’t feel like an ad. It feels like a natural part of the publication you’re already enjoying. It educates, entertains, or inspires, all while subtly aligning the brand with those positive feelings. To succeed, this content must respect the reader’s time and the publisher’s voice. We’ve gathered seven examples that nail this delicate balance, proving that paid promotion can be both effective and enjoyable.

What Makes Great Sponsored Content?

Before we dive into the examples, it’s crucial to understand the ingredients for success. Truly effective sponsored content isn’t just a matter of budget; it’s about strategy. The best campaigns share these common traits:

• Audience-First Mentality: The content provides real value to the target audience, whether through entertainment, education, or utility. It answers a question, solves a problem, or tells a compelling story.
• Seamless Integration: The piece matches the tone, style, and quality of the publisher’s organic content. It doesn’t stick out like a sore thumb.
• Brand-Publisher Alignment: The brand’s message and the publisher’s audience are a natural fit. An article about financial planning sponsored by a bank on a finance news site makes sense.
• Clear, Unobtrusive Disclosure: The content is clearly labeled as “Sponsored,” “Presented by,” or “In partnership with.” Transparency builds trust, and hiding the partnership is a quick way to lose it.
• Subtle Brand Mentions: The brand is a natural part of the story, not the entire story. It might be mentioned as the expert source, the enabler of the story, or a solution within a larger context. For more on this, see our complete guide to native advertising.

1. The New York Times & Allbirds: Interactive Storytelling

The Partnership: The New York Times’ T Brand Studio created an interactive piece for the shoe brand Allbirds, focused on the carbon footprint of everyday life and nature.

Why It Works: This is the pinnacle of high-value sponsored content. Instead of a simple article about shoes, T Brand Studio created a visually stunning, data-rich experience that educated readers on a topic Allbirds cares about: sustainability. The brand was mentioned subtly, positioning itself as a leader in environmentally conscious manufacturing. The piece was so well-produced that it felt like a premium NYT feature, offering immense value to the reader while generating positive brand association for Allbirds.

2. BuzzFeed & Puppy Chow: The Viral Listicle

The Partnership: BuzzFeed, the king of viral content, partnered with Purina Puppy Chow for listicles like “10 Texts You’d Only Get From Your Dog.”

Why It Works: This is a masterclass in audience alignment. People go to BuzzFeed for light, shareable entertainment. Puppy Chow delivered exactly that. The content is fun, highly relatable for dog owners, and perfectly matches BuzzFeed’s signature style. The branding is minimal—just a “Presented by Puppy Chow” tag and a small banner. The goal isn’t to sell a bag of food in that moment; it’s to associate the joy and humor of puppy ownership with the Puppy Chow brand.

3. The Atlantic & Netflix: Historical Deep Dives

The Partnership: To promote its series Narcos, Netflix partnered with The Atlantic to create a long-form article titled “The Cocaine Trade: A Global History.”

Why It Works: The Atlantic is known for its serious, in-depth journalism. Netflix didn’t try to force a fluffy piece onto this platform. Instead, they leaned into The Atlantic’s strengths, creating a fascinating and well-researched historical article that served as a perfect companion piece for the show. It provided context and depth, appealing directly to an intelligent audience hungry for information. This sponsored content elevated the show from simple entertainment to a cultural phenomenon with historical weight.

4. Refinery29 & Google: Aspirational Life Goals

The Partnership: Refinery29 and Google collaborated on a series focused on career and life transitions, often highlighting how Google’s tools (like Pixel and Google Home) help women achieve their goals.

Why It Works: This partnership connects on an emotional and aspirational level. Refinery29’s audience is largely young women navigating career, creativity, and life. The sponsored content, featuring real women and their stories, felt empowering and inspirational. Google’s products were woven in as the tools that facilitate these achievements, making the brand feel like an indispensable partner in success rather than just a piece of technology.

5. The Washington Post & Siemens: Data-Driven Futures

The Partnership: The Washington Post’s BrandStudio created “The Smartest Cities,” an interactive data visualization project sponsored by Siemens, a technology company heavily involved in urban infrastructure.

Why It Works: Siemens established itself as a thought leader. Instead of talking about its products, it sponsored high-quality, data-driven journalism on a topic central to its business. Readers gained incredible insights into the future of urban living, and Siemens became associated with that forward-thinking vision. This is a perfect example of a brand funding content that serves the public interest while aligning perfectly with its core mission. It’s a win-win that helps track content marketing ROI through brand authority.

6. Podcast Host-Read Ads: The Sound of Authenticity

The Partnership: Countless podcasts (e.g., “My Favorite Murder,” “The Tim Ferriss Show”) and brands like HelloFresh, Squarespace, and Athletic Greens.

Why It Works: Trust. Podcast listeners develop a strong, parasocial relationship with hosts. When a host reads an ad in their own voice, often sharing a personal story about using the product, it feels less like an advertisement and more like a genuine recommendation from a friend. This form of sponsored content leverages the host’s credibility. The most effective host-read ads are unscripted and allow the host’s personality to shine through, making them a seamless and often entertaining part of the listening experience.

7. The Onion & A Self-Aware Brand: Using Satire

The Partnership: The Onion has a long history of creating hilarious sponsored content for brands brave enough to poke fun at themselves, like this classic for H&R Block about a man filing his taxes from a bouncy castle.

Why It Works: It takes a confident brand to partner with a satirical publication like The Onion, but the payoff can be huge. By sponsoring a joke, the brand shows it has a sense of humor and doesn’t take itself too seriously. This humanizes the company and makes it instantly more likable. The content is highly shareable because it’s genuinely funny, and the brand gets to ride the wave of viral laughter. It’s a bold move that works because it’s so unexpected and entertaining.

Key Takeaways for Your Sponsored Content Strategy

Analyzing these successful examples reveals a clear roadmap for creating your own effective sponsored content. Here are the core principles to remember:

• Know the Publisher’s Audience: Don’t just pick a site with high traffic. Pick a site whose audience is a perfect match for your message.
• Lead with Value, Not the Product: Your primary goal should be to educate or entertain. The brand awareness will follow naturally.
• Invest in Quality: Poorly produced content, even on a top-tier site, reflects badly on your brand. Match the quality the audience expects.
• Embrace Transparency: Be upfront about the partnership. Audiences are savvy and appreciate honesty.
• Think Beyond the Article: As seen with interactive pieces and data visualizations, the format can be as important as the topic.

Ultimately, the future of advertising lies in providing value. When your sponsored content becomes a welcome part of the user’s experience rather than an interruption, you’ve unlocked its true potential. It’s not just an ad; it’s great content, period.