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

Boots - Health Hero



























In partnership with OMD UK and the Daily Mail, Boots ran a campaign to rally the nation, to promote the Health Hero Awards and to re-establish Boots as the only local retailer to trust with prescriptions.

The challenge was to give lucrative prescription shoppers a reason to return to Boots. The campaign needed a platform that would elevate the importance of Boots' staff knowledge, range and community spirit; assets supermarkets simply can't match.

In the current climate of scepticism around the NHS and healthcare, the pride the public once felt for the individuals and establishments delivering healthcare has eroded.

By partnering with the Daily Mail in 2014, Boots ran the Health Hero Awards, raising the public's consciousness of quality healthcare and reframing Boots as the only local retailer to trust with prescriptions.

Key findings:

  • Health Hero Award nomination entries up 80% year on year
  • PR coverage (beyond media partners) contributed media value of £1.6 million
  • 28% of DM readers recalled Health Heroes, rising to 63% prompted recall with editorial
  • Prescription registrations had an unprecedented 67% uplift during the campaign

John Lewis the untold story

John Lewis and newsbrands

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

902 Retail advertising brochure

Retail advertising

A briefing for advertisers and agencies

health and fitness

Fast Fact

Newspapers reach 9.2 million people interested in health & fitness every day

 

Get in touch

Newsworks
120 Charing Cross Road
London
WC2H 0JR

Phone:
020 7839 8935

Email:
info@newsworks.org.uk

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