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

Tesco Mobile – 4G at no extra cost



























How Tesco Mobile took a flexible approach to planning to ensure its campaign appeared alongside relevant editorial about the new iPhone 6.

Tesco Mobile's 4G offering is a compelling alternative to the big players (EE, Vodafone, O2), with intrinsic benefits for potential new customers. The launch of the iPhone 6 provided the perfect opportunity to make print work harder and drive sign-ups.

Based on insights derived from research, the challenge was to position the campaign alongside relevant and newsworthy content in order to increase efficiencies beyond current benchmarks.

Publishers had a task to be flexible and deliver a campaign based on the above parameters, but the result was a substantially increased print performance, with a platform for on-going campaigns and a newly-created way of working with print partners.

Key findings:

  • 100% of ads placed on the day appeared alongside iPhone-specific content
  • Print response rate was improved by 60%, while cost per response was improved by 30%
  • The agency, Initiative, says the campaign created a new way of working, which will inform future briefs of this nature

Company you keep

The company you keep

Why context matters in an age where there is an attention defecit

RBS Smart Match

RBS - SmartMatch

How RBS was the first bank to use semantic targeting to deliver expert advice in a relevant context

Smartphones touchpoints and newsw

Smartphones, TouchPoints and news

How newsbrands attract a more active, engaged and influential audience on mobile phones

 

Get in touch

Newsworks
120 Charing Cross Road
London
WC2H 0JR

Phone:
020 7839 8935

Email:
info@newsworks.org.uk

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