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

Dulux - Let's Colour Award

In partnership with MediaCom and the Guardian, Dulux ran a campaign to create fame and stature for the brand's 'Let's Colour Awards', while ensuring consumers recognised the association between colour and Dulux. 

Dulux has been colouring Britain for years. In a low-interest category, an association with colour makes Dulux stand out from competitors; so for the second year of the 'Let's Colour Awards' the brand needed to bring these previously internal awards to a wider audience.

Using photography to inspire, Dulux partnered with the Guardian to get readers involved to bring to life great colour and imagery.

Awareness of the awards rose significantly and the campaign increased the association between Dulux and colour.

Key findings:

  • Two million unique users to the microsite
  • Awareness of Dulux Let’s Colour Awards rose from 1% to 22%
  • Unprompted, Dulux was correctly attributed as the owner of the Let’s Colour Awards (86%)
  • Recall of the campaign was slightly above Guardian benchmark recall of 30 campaigns (36% v 33%)

We loved MediaCom's idea and knew that the Guardian would be a great fit, and the advertorials were a vibrant and beautiful means of bringing the awards and competition to life.

Johnny Corbett, Dulux

John Lewis the untold story

John Lewis and newsbrands

Howe newsbrands have played an unsung role in the success of John Lewis

Boots health hero

Boots - Health Hero

How Boots partnered with the Daily Mail to promote its Health Hero Awards

DFS Best of british

DFS - Best of British

 How DFS used to newsbrands to target 'quality seekers' audience


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