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

Unilever, Dove - 100 Colours Ascot Ladies Day Activation

With the aim of encouraging women to feel confident wearing colours, Dove Invisible Dry aligned itself with MailOnline's coverage of Ladies Day at Royal Ascot.

As the first deodorant proven not to leave white marks on 100 colours, the aim of this campaign was to amplify Dove Invisible Dry's association with fashion and encourage women to feel confident wearing colourful clothes.

Reaching 36% of all 25-44 ABC1 women online, MailOnline was the perfect partner for Dove Invisible Dry, with the deodorant aligning itself with the newsbrand's coverage of Ladies Day at Royal Ascot.

Taking a three-fold approach, activity included: two cross-platform takeovers of MailOnline's Femail prior to and on Ladies Day; a native retrospect of Ladies Day dresses including video content and photography which was updated throughout the day; and Metro activation including a back-page ad and colourfully dressed Metro staff handing out samples at key commuter stations.

Content for the sponsored piece was generated in real time - making it the first live native article on MailOnline to be written, filmed and promoted in one morning.

OOH collaboration with JC Decaux drove further reach with hoardings, flags and barrier boards at Ascot acting as a backdrop for content created for the native article.


  • The native article delivered engagement beyond the targets set
  • 471,929 page views vs. a target of 400,000
  • A dwell time of 2.05 minutes
  • 900 video views
  • 500 social shares
  • Femail takeovers saw strong CTRs, with an average of 2.5% on the skins (against a benchmark of 1.1%)
  • The display advertising on MailOnline delivered 5,697,199 impressions and 42,682 clicks across all formats, delivering an average CTR of 0.75% (against a benchmark of 0.30% for Health & Beauty display activity)

This entry managed to find the holy grail of marrying both strategic and tactical - it reflected the brand's overall ambitions and used topical advertising in support of that, not just for the immediate return.

Jane Frost, chief, executive officer, Market Research Society (MRS)

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