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

First Direct – Little Frill Brand

How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.

First Direct sit in a hugely competitive sector and are disadvantaged in not having a high street presence versus more traditional banks.

In September 2014 First Direct launched a one-week campaign to introduce a new figurehead, a lizard named Little Frill, and to inform its target audience – 25-34 year olds – that First Direct offers unparalleled customer service.

The Little Frill brand campaign fell into three stages: tease, announce and associate. The aim of the 'tease' was to create intrigue around the lizard using unbranded assets; the 'announce' was to drive readers to the Little Frill hub; with the 'associate' to ensure frequency among our target audience, encouraging switching with much more of a direct response focus.

The short runtime for the campaign meant First Direct wanted to encourage consumer interaction to boost the impact of the activity. One way the brand achieved this was to advertise in tablet newsbrands for the first time, which generated some very positive results.

Key findings:

  • The average tap rate across the campaign was 2.9%, four times greater than the benchmark established in Newsworks' tablet project
  • The ad achieved over 1.2 million impressions across The Times, Guardian and Metro
  • The ad had over 14,000 taps across the three titles

Tablet advertising the key metrics

Tablet advertising: The key metrics

First-stage industry norms for tablet advertising

The Taste

Channel 4 - The Taste

Winner of the Tablet award at the Newsworks Planning Awards 2014

Newsbrands and finance

Newsbrands and finance

Newsbrand readers are more knowledgeable, more influential and more active financial consumers

Young people and newsbrands

Young people and newsbrands

Exploding the myth that young people don't read newsbrands

Tablet newsbrands weekly

Fast Fact

4.5m people read newsbrands on their tablet each week

38% of tablet users buy a product after seeing a tablet ad

Fast Fact

38% of tablet users buy a product after seeing a tablet ad


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