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

Thomas Pink

Thomas Pink and KR Media ran a series of hand-drawn cartoons on The Times' iPad app in order to establish the brand as an authority in shirt-making.

Thomas Pink's aim was to reach upmarket businessmen in an engaging, non-fashion way via a high attention, regularly consumed environment so that multiple product messages could be delivered.

With the knowledge that their target group love their iPads and that their favourite app is The Times, the paper's cartoonist David Haldane was commissioned to create a series of 12 bespoke Thomas Pink cartoons.

A cartoon bringing to life a different feature of Thomas Pink shirts was featured on The Times' iPad app for each week of the campaign's duration.

Thomas Pink were so pleased with the results of the campaign that they commissioned it to run again the following summer.

Key findings

  • The campaign delivered a 5% click through rate
  • Average spend of new customers generated through the activity was four times higher than through other channels

We achieved excellent click through rate, well above industry averages, as well as decent dwell time once onto the Thomas Pink website. Furthermore, we were able to use the cartoon assets beyond just advertising, and it is now becoming a genuine character of the Thomas Pink brand. All in all a very successful campaign.

Alex Field, head of marketing, Thomas Pink

Tablet advertising the key metrics

Tablet advertising: The key metrics

First-stage industry norms for tablet advertising in newsbrands

The Taste

Channel 4 - The Taste

Winner of the Tablet Award at the Newsworks Planning Awards 2014

902 Retail advertising brochure

Retail advertising

 A briefing for advertisers and agencies

Tablet newsbrands weekly

Fast Fact

4.5m people read newsbrands on their tablet each week

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