Case studies

These case studies showcase the best examples of newsbrand advertising across print and digital. Each case study 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 – Ask the pharmacist



























In a bid to counter the ever-growing reliance on the NHS, Boots wanted to encourage customers to 'ask a pharmacist' instead.

The aim of this campaign was to re-educate the public on the additional services that Boots provides - getting beyond product-led advertising. To do this, it needed a campaign that would change people's perceptions and ultimately their behaviours.

With a history of campaigning for the good of the NHS and for the health and wellbeing of mass market Britain, Trinity Mirror was the perfect partner for a co-branded content campaign. In addition, the publisher provided access to its 'Modal Britain' research and modal mouth panel. This insight showed that consumers were unaware pharmacists can recommend and review medicines, recognise symptoms of serious conditions and advise how to treat them. 

Articles focused on topical health issues and a series of Q&A style 'ask the pharmacist' features highlighted the expertise available at Boots. Teamed with seasonal quizzes and online games, the campaign also rewarded consumers with coupons and Advantage Points for sharing on social media.

Results show a step-change in how Boots is perceived for health advice, with awareness up and a significant increase in consumers asking for advice in-store.

Starting with a great brief, this campaign was really well thought through by the agency who found the perfect media partner to execute it. The whole thing came together in a really compelling way

David Wheldon, chief marketing officer, Royal Bank of Scotland

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Retail category

Retail effectiveness

Adding print newsbrands to the media mix improves overall campaign revenue return on investment by a factor of 2.8

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