The Solution: Authentic Storytelling That Introduced a New Brand
Dogtown Pizza partnered with St. Louis Magazine to create a branded content feature that went beyond promoting a new product—it introduced the people, family history, and St. Louis pride behind the brand. The article highlighted how the Schaper family transformed the success with Dogtown Pizza into a new frozen pizza line inspired by St. Louis tradition, family heritage, local manufacturing, and quality ingredients.
How The Story Reached St. Louis
A branded content campaign is more than a single article—it's a multi-channel strategy. By reaching audiences across multiple platforms and touchpoints, the campaign reinforced the 3Gerards story and expanded its visibility throughout the St. Louis region.
The article was amplified through a multi-channel distribution strategy, including St. Louis Magazine's newsletters, social media (featuring a boosted Facebook post and Instagram Reel), a ROS digital impression campaign, and strategic placements across stlmag.com. This ensured the content reached engaged audiences who value supporting St. Louis businesses while building awareness and credibility for the new 3Gerards brand.
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3,142 Branded Content Article Pageviews
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175,022 Newsletter Reach
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18,755 Social Media Reach
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75,001 Website Impressions
Why Branded Content Works
The success of the 3Gerards campaign wasn't just about reaching people—it was about giving them a reason to care. By telling the story behind the brand instead of simply promoting a product, the campaign introduced 3Gerards through authentic, editorial-style content that resonated with St. Louis readers.
Consumers connect with stories. Branded content gives businesses the opportunity to share the people, purpose, and values behind their company through engaging articles.
Rather than positioning a business as the source of the message, branded content weaves the brand naturally into a story readers genuinely want to engage with. By educating audiences while telling a compelling story, it builds awareness, establishes credibility, and creates lasting connections in a way that feels authentic rather than promotional.
Because branded content remains on stlmag.com long after publication, it continues to generate visibility and engagement over time. A series of branded content articles can build momentum, reinforce key messages, and keep a business top of mind with local consumers.
