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

Cockburn's – It's a family thing



























To give Cockburn's a new relevance, the7stars teamed up with the Daily Mail to position port as the perfect antidote to a stressful Christmas period.

The challenge was to give port a new relevance in people's lives and establish Cockburn's as the UK's number one port brand, making Christmas special.

With the insight that port drinkers are united by a moment of calm after the Christmas storm and that this feeling is also sought by readers of weekend supplements, the7stars sought to make this moment a Cockburn's one by cementing the two behaviours together.

Collaborating with the Daily Mail meant greater reach to port drinkers as the paper's demographic index scores highly for port consumption. The campaign included a competition, with the winner receiving a stress-free Christmas.

Activity launched on the first weekend of November with the strapline 'It's a family thing' and ran up until Christmas. Full pages in the Weekend Magazine were supported by advertorials driving the competition. Creative work was matched with editorial content and supported by a full page advertorial in You Magazine. Takeovers on MailOnline also drove traffic to the competition.

Emails were used to accumulate entries from the competition and build a look alike audience on Facebook, which received follow up messages. The campaign also tested outdoor for the first time, targeting underground and rail stations near shopping destinations and with a high footfall. In addition, promotional posts on Twitter targeted those who used negative keywords about Christmas.

Results

  • Competition entries were up 400% compared with 2014
  • Sales of Cockburn's were up by over 20% for 2015

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Newsbrand effectiveness

Newsbrand effectiveness

Analysis of 500 econometric models, shows that advertising with newspapers increases overall revenue return on investment by three times.

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