Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

John Lewis – Shop Spring

John Lewis, in partnership with Manning Gottlieb OMD, ran a campaign aimed at boosting sales by publicising its daily unique promotion.

Following a strong April 2012, John Lewis needed to meet a tough sales target in April 2013 and so ran a promotion campaign with a certain product on offer each day.

Newsbrands were chosen as the perfect vehicle to advertise the promotion thanks to their frequency and reach – The Times to reach John Lewis' target audience at the weekend via print and tablet platforms, and Metro to reach a weekday readership tapping into multiple platforms throughout the day.

The campaign kicked-off with a cover wrap which acted as a calendar showcasing that day's promotion as well as future ones. Following this, daily newspaper ads and activity on website, tablet and mobile editions ensured the campaign achieved the frequency required.

Key findings

  • Sales exceeded the forecasted uplift by 83%
  • Tablet activity on The Times drove 515,000 impressions
  • Dwell time on the content on Metro's website was 48 seconds, compared to a benchmark of 43 seconds

We had multiple objectives at the start of the project, from driving footfall into stores, to driving awareness of our cross-category offer. The premium look and feel of the creative, plus the media approach helped us do this in an innovative way.

Lloyd Page, head of own-brand marketing, John Lewis

John Lewis the untold story

John Lewis - The untold story

How newsbrands have played a key but largely unsung role in the success of John Lewis

44 John Lewis Fashion on Front row

John Lewis - Fashion on the front row

How a partnership with The Times and Metro helped John Lewis to exceed its sales target

Debenhams Autumn fashion

Debenhams - Autumn Fashion

How Debenhams partnered with the Mail to drive awareness of its new fashion designers

fashion and beauty

Fast Fact

Online newsbrand readers are more likely to go to a fashion or beauty website

Mobile newsbrand readers are 39% more likely to visit retail sites on their phone

Fast Fact

Mobile newsbrand readers are 39% more likely to visit retail sites on their phone



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