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

NOOK - Get London Reading

 NOOK partnered with the Evening Standard's Get London Reading initiative to help achieve standout in the eReader market.

To help NOOK stand out in the competitive UK eReader market, this campaign focused on a core USP: that NOOK provides an unrivalled reading experience.

NOOK partnered with the Evening Standard's Get London Reading initiative and co-hosted a 'Readathon' in Trafalgar Square, attracting over 20,000 people to listen to their favourite authors and celebrities, including Princess Beatrice and Peppa Pig, reading from a NOOK device.

School reading events; over 90 pieces of advertorial and editorial content across ES platforms; an online hub; social media support and exclusive competitions put NOOK at the heart of a national reading debate - and positioned it as the most fun, effective and educationally beneficial eReader on the market.

Key findings:

  • 20,000 people attended the co-hosted 'Readathon' in Trafalgar Square
  • An online hub attracted 185 million impressions and 91,767 unique users
  • The campaign achieved £2.2 million of national PR value
  • There were 150 news stories and over 137,000 social media endorsements

Partnering with the Evening Standard’s Get London Reading campaign was a unique way to differentiate in an extremely competitive market. The 'Readathon' and school reading events enabled us to communicate the benefits of digital reading on NOOK in a compelling way and to extend an invaluable message around the importance of reading to thousands of families and children.

Sasha Norkin, VP global marketing, NOOK

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