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

PlayStation – PS4 launch

How PlayStation used newsbrands in fun and creative ways to create impact and excitement for the launch of the PS4.

In the last generation of consoles, PlayStation lost its gaming crown. Microsoft’s XBOX 360 - a fresher, exciting (and cheaper) console - launched ahead of PS3, winning the battle of the two.

With both launching next-generation consoles head to head for the first time in November 2013, the challenge was simple: to change people's perception at launch and win back PlayStation's crown.

Print needed to be able to create intrigue during the build up to the launch, as well as impact at launch. PlayStation broke publishing boundaries, unleashed social hysteria and created a media first with the launch of the PS4 through national newspapers. The tactical placements – such as being the first advertiser on The Sun's Page 3 – and strong collaboration between all parties meant this campaign was a huge success.

Key findings:

  • PlayStation's placement on Page 3 generated a large amount of buzz on Twitter and achieved coverage from the trade press
  • The tablet ad had over 270,000 views, with 380,000 total video plays
  • Week one UK sales for the PS4 were 65% higher than for XBOX One

Company you keep

The company you keep

Why context matters in an age of attention defecit

News on the Tweet

News on the Tweet

Exploring the relationship between newsbrands and Twitter

Young people and newsbrands

Young people and newsbrands

Exploding the myth that young people don't read newsbrands

post daily twitter

Fast Fact

 Newsbrand followers are more than twice as likely to post daily on Twitter

visit twitter

Fast Fact

Newsbrand readers are 43% more likely to visit Twitter


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