The challenge

When Huffington Post launched in-house branded content agency HuffPost Partner Studio to help businesses conceptualise, execute and evaluate native campaigns they needed to partner with a team of journalists who were able to write across a broad spectrum of subjects. A team who were adept at making commercial content look and feel like regular Huffington Post editorial. Enter Moon Dog Media. 

What we did

We delivered an ongoing series of blogs, feature stories and videos which, although branded content, managed to strike the perfect balance between editorial and commercial.

 

Taking a hands-on approach, we created eye-catching headlines, entertaining narratives and clickable image galleries, as well as sourcing quality experts for interviews, and unearthing high calibre talent (including Olympic sailing champions) for video content. 

Our native campaigns covered a diverse variety of organisations, including NRMA Insurance, Johnnie Walker, Canada Tourism, NRMA Insurance, Tourism Queensland, HESTA and IVF Australia. 

The result

“We relied on Paul and his team for ongoing pieces of branded content across clients including Johnnie Walker, Queensland Tourism, and Canada Tourism. They nailed balancing the HuffPost tone with the messaging of the brand and the client  brief, and would deliver clean copy on time, always exceeding expectations.  If you’re looking for a team of experienced journalists that can make commercial copy shine, these are your guys!” 

Jenny Haward, Native Content Editor, Huffington Post