I worked directly with BuzzFeed on these two articles in spring 2016. It was part of Travel Manitoba’s awareness campaign targeted at Americans who live in the Upper Mid-west. (Supposedly they don’t know much about us. Shocker, I know!) Working alongside the BuzzFeed Advertise team was a good learning experience on what goes into creating brand-sponsored content. At the time of our fist meeting, I had been running a sponsored content program for about a year and I was interested in seeing how the big boys do it.
Turns out, not much differently, at least for this particular campaign. Our team worked with theirs on the initial concepts. Then, for the Winnipeg piece, I worked closely with the BuzzFeed team as they didn’t have much knowledge about the city. Helped out with the copywriting and language for each list entry and curated some photos for them. The other article about whispering lakes was easy-peasy, I just needed to fact check and find photos when necessary.