Details
Great storytelling still sells, especially when it doesn’t feel like a sales pitch. That’s the power of native advertising and branded content in B2C marketing. When audiences increasingly tune out traditional ads, native offers a way in not with disruption, but with relevance, entertainment, and real value.
Done right, native advertising speaks the language of its environment. It blends in, but stands out. It earns attention not just because it’s well placed, but because it’s well made. And for B2C brands, that means an opportunity to do more than push a product—it means building relationships, igniting emotion, and becoming part of a consumer’s lifestyle.
Branded content extends this even further. It gives brands the freedom to create richer narratives, whether through docuseries, podcasts, immersive experiences, or beautifully crafted editorial. It’s storytelling with strategy behind it, where the audience walks away informed, inspired, or simply entertained—and the brand becomes more memorable in the process.
The best campaigns understand that native isn’t about tricking the audience—it’s about respecting them. It’s about aligning brand with context, purpose with platform, and creativity with content people want to consume.
In this article, we’ve collected the 10 best native advertising B2C campaigns of 2025, each showcasing how powerful, creative, and effective sponsored storytelling can be when brands put the audience first.
10 Best Native Advertising B2C Campaign Examples 2025 [clickable table of contents]
Types of Native Advertising B2C Campaigns in 2025
But before you dive into the best examples of native advertising B2C campaigns in 2025, let's have a quick overview of the most common types of native advertising B2C campaigns.
At the Native Advertising Institute, we’ve identified seven core types of native advertising B2C campaigns that brands use to create memorable content experiences for the audience.
Sponsored video series
Native articles and digital editorials
Influencer-led content
Interactive experiences
Print and digital hybrids
Podcast sponsorships and branded episodes
Purpose-driven campaigns
1. Sponsored video series
Branded docuseries, travel shows, or mini-features that entertain while subtly integrating the brand. These campaigns are often distributed on publisher platforms and social media, allowing brands to build emotional resonance over time.
2. Native articles and digital editorials
In-depth, publisher-written articles that align with a brand’s values or category. These often take the shape of expert interviews, lifestyle advice, or storytelling features, seamlessly integrated within the host publication’s editorial style.
3. Influencer-led content
Co-created native content featuring well-known creators or trusted voices, often appearing on both the publisher’s and influencer’s channels. Effective for lifestyle, beauty, fashion, food, and retail brands looking to build trust and relatability.
4. Interactive experiences
From gamified quizzes to immersive content hubs, interactive formats help brands stand out and boost engagement. These are particularly effective for educating audiences or guiding them through a decision journey.
5. Print and digital hybrids
High-quality native supplements or custom magazines paired with digital distribution. This approach is gaining traction among brands that want to tell deeper stories to affluent or professional audiences through trusted legacy publishers.
6. Podcast sponsorships and branded episodes
Branded content in podcast form—either full episodes, mini-series, or native sponsorships that tie into editorial themes. Especially effective for positioning a brand within cultural conversations and niche communities.
7. Purpose-driven campaigns
Native content focused on sustainability, community, or social good. These campaigns are often built around brand activism, tying emotional storytelling to concrete actions, and are increasingly expected by younger consumers.
10 Examples of Native Advertising B2C Campaigns [2025 Updated]
Native Advertising B2C Campaign Example 1: For Pussies Only by &C the Brandstudio for Chilly
The intimate hygiene category had a problem. For years, it shrank in relevance, failing to connect with the very audience it was meant to serve: young women. But instead of retreating, Chilly and &C the Brandstudio went on the offensive. With a taboo-breaking content strategy rooted in cultural insight and emotional relevance, they redefined what it means to talk about intimacy.
At the heart of the campaign was Kletsen over Ketsen (“Chatting about Shagging”), a podcast hosted by content creator Dzifa, where candid conversations with influencers tackled everything from sex to self-care. The goal? To bring intimate discussions out of private circles and into the public sphere—authentically, unfiltered, and with humour.
The content ecosystem included Spotify podcasts, social videos across TikTok and Instagram, street interviews, a viral “Pussy Album” of euphemisms, and community-driven storytelling across Chilly’s own channels. Every piece of content was designed to spark dialogue, generate relatability, and normalise conversations around vaginal health.
The results? Chilly saw a 23.2% sales increase—outperforming a growing category—and grew its market share from 17.4% to 20.2%. On social, video content alone reached millions of viewers, and the brand carved out a new, distinctive voice in an otherwise stale aisle of white, clinical packaging.
Most importantly, Chilly became culturally relevant by leaning into discomfort and embracing authenticity. This wasn't just a brand campaign—it was a bold act of rebranding a whole category through content, community, and candour.
In an FMCG (Fast-Moving Consumer Goods) world where breaking through is notoriously difficult, For Pussies Only shows what’s possible when native formats and audience-first thinking are met with brave creative strategy.
Native Advertising B2C Campaign Example 2: Dear Menopause by Story House Egmont / Alt for Damerne for Vichy
Despite being a universal life stage, menopause is still surrounded by silence. In Denmark, that silence became the starting point for a powerful content collaboration between Vichy Laboratoires and Story Lab / Story House Egmont, anchored in the editorial strength of ALT for Damerne.
At its core, Dear Menopause was more than a campaign—it was a cultural intervention. Through a five-episode podcast series hosted by journalist Annemette Fuhrmann, the partnership tackled key menopause topics like hormones, mental health, work life, body image, and intimacy. Each episode featured candid conversations with well-known female voices, creating space for honesty, humour, and shared experience.
Complementing the podcast were editorially driven digitorials, a vibrant paid social activation across META, and a sold-out live event—ALT for Damerne’s biggest Salon to date. The campaign met women where they are: online, in print, in real life, and most importantly, in community.
The results were striking:
- Top 3 placement in Apple Podcasts’ Health category
- 1.6M+ impressions, 46.5K podcast plays, 39K digital visits
- A 72% positive brand impact post-event
But beyond the metrics, the campaign’s real success lay in its tone. Vichy provided science and support. ALT offered sisterhood and story. Together, they permitted women to talk—and to listen.
In a category where information is often clinical or cloaked in stigma, Dear Menopause stood out by being both editorial and emotionally resonant. It didn’t just promote products; it created a safe, smart, and stylish space for Denmark’s women to embrace change.
This is native advertising at its most impactful: audience-first, insight-led, and driven by shared values that turn content into connection.
Native Advertising B2C Campaign Example 3: Zen in Every Ripple by Seznam Brand Studio for Jezírka Banat
When your competitors are international DIY chains with deep pockets and national reach, how do you stand out as a small, family-owned brand? Jezírka Banat and Seznam Brand Studio answered with a resounding ripple of creativity.
Zen in Every Ripple was a masterclass in audience-first, high-engagement native advertising. The goal: make Jezírka Banat the go-to brand for garden ponds in the Czech Republic—not by shouting louder, but by resonating deeper.
The campaign blended immersive creativity with emotional storytelling. It began with interactive Zen banners: koi fish gliding through digital ponds, reacting to user movements and soothing them with the sound of rippling water. A gamified version invited users to feed fish, clean ponds, and even race koi—striking a unique balance between relaxation and education.
But it didn’t stop at banners. Native articles, advertorials, and a founder interview gave the brand a credible voice rooted in expertise and passion. Audio ads on niche radio complemented the sensory storytelling. Across all formats, the campaign subtly positioned Jezírka Banat as more than a seller—it was a guide to a more peaceful, beautiful garden life.
The results were remarkable:
- Brand awareness skyrocketed from 15% to 64% via content
- Banner-based awareness grew 7x above average
- Annual revenue jumped from 2% to 21.5%
- Searches for the brand outpaced those for “garden pond”
This wasn’t just native advertising that worked—it redefined the limits of what small brands can achieve. It showed that when you prioritise engagement over exposure, and story over slogans, even the quietest ripple can become a wave.
Zen in Every Ripple is a reminder that creativity, when rooted in real brand values and crafted with care, can outcompete scale every time.
Native Advertising B2C Campaign Example 4: Breaking the Silence on Menopause by Axel Springer Brand Studios for Besins Healthcare
Menopause affects millions, yet in many markets, it remains a topic cloaked in silence. Besins Healthcare set out to change that—partnering with Axel Springer Brand Studios and BILD to create a multi-channel campaign that transformed a private struggle into a national dialogue.
The campaign centred on authentic storytelling backed by medical expertise. Through the BILD Brand Story, readers met Tina and Steffi—two women navigating different stages of menopause—whose real-life testimonials, paired with expert insights, gave voice to experiences often left unspoken. Clear, stigma-free language made the subject approachable, while visuals and infographics linked menopause to broader themes like workplace productivity and gender equity.
Amplified through native placements, social media, and the BILD Women’s Health Summit, the campaign achieved full-spectrum engagement. Women didn’t just read—they commented, shared, and showed up. The integration of a real-world event added credibility and emotional depth, reinforcing the campaign’s mission: to educate, destigmatise, and empower.
Performance exceeded expectations:
- 168,190 article views (+7% above target)
- 4:09 average time spent on content (+32% above benchmark)
- Facebook engagement rate of 27.42% (+130% over benchmark)
- Event discussions positioned menopause as both a health and economic issue
By combining journalistic integrity with an audience-first strategy, the campaign elevated menopause from a niche medical topic to a public health and workforce priority. It also reached younger-than-expected audiences, indicating untapped potential around perimenopause awareness.
Breaking the Silence on Menopause is a compelling example of how native advertising can drive meaningful change—by meeting people with the stories, science, and support they’ve been waiting for.
Native Advertising B2C Campaign Example 5: Exclusive Feast Partnership by The Guardian for Tesco Finest
When The Guardian launched its standalone Feast recipe app, it wasn’t just unveiling a product—it was creating a new media property for Britain’s growing foodie audience. With 53% of UK adults now identifying as “foodies,” the app needed a launch partner that could match the ambition. Enter Tesco Finest.
This exclusive six-month native partnership placed Tesco’s premium range at the centre of a multi-platform ecosystem that fused digital product innovation with high-performing branded content. From immersive in-app placements to social, podcast, newsletter, and print integrations, the campaign delivered a 360° brand experience.
Tesco Finest received 100% share of voice in the app—an industry first for The Guardian—offering shoppable recipes linked directly to Tesco’s e-commerce platform. The partnership extended to Guardian’s social platforms (14M+ reach), newsletters, high-impact homepage takeovers, and even sponsorship of the award-winning podcast Comfort Eating with Grace Dent, introducing Tesco to a warm, nostalgic audience of 5.6M listeners.
The results were mouth-watering:
- 233,000 app downloads in six months
- Tesco Finest sales rose +15.5% during Q3 and Christmas trading
- 97% of KPI unique user targets achieved at campaign midpoint
- Strong dwell time on recipe content and high repeat usage
But perhaps the most powerful outcome? Tesco Finest embedded itself within the daily cooking routines of confident, curious home cooks. The synergy between editorial insight and premium product positioning proved that native advertising isn’t just about reach—it’s about relevance and resonance.
This was not just a food campaign—it was a category-defining partnership. A blueprint for how media and retail can collaborate to shift perception, drive action, and serve up genuine value, one dish at a time.
Native Advertising B2C Campaign Example 6: The Highest Standard. But at Home by Story Lab, Story House Egmont for illy
While illy enjoys global recognition, its premium reputation has yet to brew the same loyalty in Denmark. In a market leaning toward budget brands and local roasters, illy partnered with Story Lab and Story House Egmont to reframe its legacy—not just as a brand, but as a lifestyle rooted in quality.
Through trusted editorial brands Euroman and Gastro, the campaign brought illy into the everyday rituals of Danish consumers. Two powerful narratives anchored the creative: “Accademia del Caffè” offered barista-level knowledge and craftsmanship through Gastro, while “Italian for Coffee” tapped into the aspirational flair of Italian café culture via Euroman’s podcast Arbejdstitel, taking listeners on a journey to Trieste—illy’s hometown.
With content spanning advertorials, podcasts, expert videos, and immersive social storytelling, illy wasn’t just placed in front of consumers—it became part of their cultural conversation around taste, travel, and everyday luxury.
Results told the story:
- +27% retail sales YoY
- +57% online sales growth
- Brand awareness up to 45% (from 36%)
- Trial rate climbed from 17% to 24%
- Quality perception up by 7 percentage points
Total reach exceeded 1.1 million, driven by smart targeting and deep storytelling across print, digital, podcast, and Meta platforms.
The campaign proves that native advertising thrives when brand values align with editorial authority. By embedding illy into the stories consumers already trust—and aspire to be part of—this partnership elevated illy from coffee to a cultural symbol.
Native Advertising B2C Campaign Example 7: Connected Journeys by Business Insider for The Marriott Bonvoy Boundless® Card
To grow its customer base among Gen Z and millennial travellers, the Marriott Bonvoy Boundless® Card needed more than a product pitch—it needed to prove its brand promise: connecting people to the world through travel. That promise came to life in Connected Journeys, a branded docuseries created by Insider Studios for Business Insider.
The series followed three diverse creators as they travelled across the US to reconnect with family, culture, and personal passions—all enabled by the Marriott Bonvoy Boundless® Card. From reggaeton roots in San Juan to cocktail culture in New Orleans and a pickleball couple’s retreat in Phoenix, each episode blended authentic storytelling with subtle, seamless product placement. Hotels weren’t just backdrops; they were part of the emotional arc.
Targeting “Zillennials,” the campaign anchored its creative in passion points—music, sport, mixology—and crafted content tailored to the first-person storytelling preferences of Business Insider’s audience. The result? A content-driven experience that felt aspirational, emotional, and real.
The campaign didn’t just showcase card benefits—it repositioned the card as a facilitator of meaningful travel experiences. By elevating brand storytelling above traditional ads, Connected Journeys captured hearts before wallets.
The series is a standout case of how performance and brand building can go hand in hand. When you connect emotionally, creatively and culturally, even financial products can become part of a bigger, more human journey.
Native Advertising B2C Campaign Example 8: Wild Polinators Welcome by Ads & Data Brand Studio + Dallas Antwerp / Mediahuis - Nieuwsblad for Aveve
How do you make biodiversity feel personal, actionable — and joyful? For Aveve, Belgium’s leading gardening retailer, the answer was a bold, multi-platform native campaign designed to protect one of nature’s tiniest heroes: the wild pollinator.
In partnership with Nieuwsblad, Belgium’s most trusted news brand, Beestige Bestuivers Welkom (Wild Polinators Welcome) invited Flemish citizens to turn their gardens, balconies, and window boxes into havens for bees and insects. Anchored by educational native articles, a biodiversity quiz (the Garden Test), and tips from eco-influencers, the campaign blended rich editorial storytelling with tangible action.
The goal was twofold: elevate Aveve’s sustainability positioning, and empower citizens to make a difference — one flower at a time. With content crafted by eco-journalists, social-first influencer reels, expert-led video explainers, and even campaign posters for windows across Flanders, the initiative brought native advertising into the real world.
The results were as lively as the gardens it inspired:
- 38,786 visits to the content hub
- 9,883 completed biodiversity tests
- 7,208 campaign activations via starter pack giveaway
- 200,000 window posters distributed
- Brand content CTR up to 62% and engagement rates well above benchmark
By embracing an unclaimed angle — wild pollinators — and delivering it through a powerful media ecosystem, the campaign achieved more than brand lift. It created a measurable environmental impact and positioned Aveve as a leader in sustainable retail.
This wasn’t just branded content. It was editorial collaboration with a purpose — the kind that drives both real-world change and lasting brand affinity.
Native Advertising B2C Campaign Example 9: USSF Guardians by GET Creative and USA TODAY for the United States Space Force
As the United States Space Force (USSF) seeks to inspire the next generation of talent, it faces a unique challenge: it’s a new branch without decades of cultural storytelling behind it. To address this, the USSF partnered with GET Creative and USA TODAY to launch a native campaign designed to demystify the mission and humanise the Guardians who serve.
At the heart of the campaign was an editorially led content hub combining first-person narratives, gamified learning, and interactive tools. The story of a USSF Captain served as a relatable entry point, showing what it truly means to serve in space defence. A retro-style game, Protect the Satellite, invited users to engage playfully with the reality of orbital challenges, while a career quiz matched users with USSF roles based on their interests — turning curiosity into potential career paths.
Every element was anchored in strategic placement across USA TODAY’s digital ecosystem, maximising reach and resonance with 18–39-year-olds interested in STEM and space exploration.
The campaign didn’t just build recognition — it reshaped perception. By blending interactive design, authentic storytelling, and data-led audience alignment, USSF Guardians transformed passive awareness into active consideration.
This is native advertising at its most strategic: clear purpose, cultural insight, and execution that engages both hearts and minds. In a space crowded with noise, the USSF found its voice — and a generation willing to listen.
Native Advertising B2C Campaign Example 10: Questions about the future. Answers from the heart of Germany by REPUBLIC Marketing & Media Solutions with Frankfurter Allgemeine Zeitung and Süddeutsche Zeitung for Thuringia State Marketing
How do you position a federal state as a hub of future innovation without leaning on political messaging or promotional clichés? Thuringia’s answer: don’t talk about the region—show what’s possible within it.
Zukunftsfragen (Questions about the Future) was a high-end, native content campaign built around stories of innovation, sustainability, and scientific discovery—all rooted in Thuringia, but without pushing Thuringia. Created by REPUBLIC and distributed via Frankfurter Allgemeine Zeitung and Süddeutsche Zeitung, the campaign positioned the region as a serious player in Germany’s innovation landscape.
The centrepiece was a beautifully designed, premium magazine—distributed in print to over 2.1 million readers and online via dedicated content hubs. The content spotlighted local entrepreneurs, scientists, and change-makers answering big questions about the future of energy, mobility, food, and digitalisation. Visual storytelling included reportage-style photography and hand-drawn illustrations, while a prism motif—blurred edges resolving into sharp focus—reflected both the editorial theme and Thuringia’s role in answering tomorrow’s questions.
The campaign was reinforced by digital articles with above-benchmark engagement:
- 6.9M ad impressions
- 0.37% CTR
- 2:49 average dwell time
- 17,000+ page views
It also reached key political stakeholders via a special print edition distributed to all 119 members of the Thuringian parliament and federal decision-makers.
The result was not just media performance—but resonance. Readers praised the authenticity and unexpected quality of the stories. Thuringia’s image evolved from overlooked to future-forward.
By putting editorial integrity first, Zukunftsfragen proved that place branding through native storytelling can be nuanced, credible, and powerful—especially when answers come from the heart.
