Publishing & media — branded content distribution
Condé Nast UK: Branded content reach campaigns across the Condé Nast UK portfolio.
Paid promotions run through publication accounts including Vogue, GQ, World of Interiors and Condé Nast Traveller — putting partner branded content in front of each title's audience at scale.
1,034
Campaigns managed in account
4.5M+
Single-campaign reach
13.2M+
Single-campaign impressions
Scope
- Branded content distribution
- Paid promotion
- Publication account campaigns
- Reach planning
2019 – 2022
The problem
Condé Nast UK's branded content needed to reach the right readers at scale through the publications' own social accounts — without feeling like unrelated ads in the feed.
What we did
- 01Ran paid promotions through Vogue, GQ, World of Interiors, Condé Nast Traveller and other Condé Nast title accounts.
- 02Used reach and engagement objectives to place branded content in front of each publication's audience.
- 03Structured campaigns by title and audience segment rather than one broad media buy.
- 04Optimized cost per result across awareness and traffic objectives while protecting each title's editorial tone.
Funnel: before and after
Stage by stage.
Awareness
Before
Partner content relied on organic reach only
After
Paid reach campaigns put branded content in front of millions of targeted readers per title
Each title's audience was reached through its own account.
Consideration
Before
Content engagement was inconsistent and hard to scale
After
Title-matched creative and copy drove qualified views and landing-page traffic
Readers engaged because the promotion felt native to the publication.
Conversion
Before
No direct paid path from editorial content to partner action
After
Traffic campaigns moved readers from publication posts to partner pages
Interest was converted inside the campaign window.
Retention
Before
One-off promotions with no repeat targeting
After
Re-engagement audiences built for recurring branded content partnerships
The same readers could be reached for future partner campaigns.
A scalable system for running paid branded content promotions across the Condé Nast UK portfolio — reaching millions per campaign while keeping spend efficient across titles.