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

Samsung – FSR Refrigerator

How Samsung partnered with The Times to drive sales of its new premium Food Showcase Refrigerator.

Samsung wanted to increase market share at the premium end of the refrigerator market by releasing a new Food Showcase Refrigerator (FSR).

However, Samsung had a problem as consumers weren’t as aware of its home appliances range as they were of some of its other product selections. Another big problem is that nobody understood how the new refrigerator worked unless they could actually see it. The product is unlike any other fridge, with three doors instead of the usual two.

The key campaign objectives were:

  1. To announce the new flagship launch to an affluent audience that could afford to purchase the product
  2. To educate consumers about the benefits of the third door through demonstrations of the product

In a bid to bring the product to life, Samsung partnered with The Times for a multi-platform campaign featuring celebrity chef and regular Times food contributor Gizzi Erskine, weaving the FSR’s functionality into content.

Key findings:

  • Awareness and consideration of the Food Showcase Refrigerator went up by 70%
  • The click through rate for the Samsung microsite was 1.29% - a Samsung campaign best (vs 0.79% previously)
  • The average visitor visited the site an impressive 2.5 times (vs a previous Samsung best of 2.02 times)
  • Purchase intent went up by 16% across the Samsung refrigerator range

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