Mercedes is promoting the pampering qualities of its GLK through a sponsored section alongside related lifestyle content on TheSoko.com.
The special ‘Indulge Yourself’ feature, produced by the site’s editorial team, gives Mercedes prime exposure on its homepage while utilizing non-traditional ad units, like advertorial and textlinks.
With media buys handled through Mercedes GLK’s agency, Henderson Bas, the campaign, produced by TheSoko.com, is also driving traffic to a branded microsite.
The site, which gets 200,000 uniques a month and targets the 25-54 demo, skewed female, publishes relationship, health and fashion content daily, and has several other features planned in the coming months, with clients in automotive, apparel and packaged food.
‘Sponsored features offer a high-impact way to engage readers with a specific theme,’ says Soko director Jonathan Davids. ‘Mercedes GLK is the ideal type of client for a sponsorship of this kind because it’s a distinct brand with a unique message,’ he explains, ‘so we’re able to bring that out on TheSoko.com in a way that’s engaging to our readers.’
The Soko company, which also owns shopping site Livedress.com, last month launched Soko Productions, a unit dedicated to content production.
