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

Audible - Your perfect running partner

A partnership with the London Evening Standard and Initiative cemented the association between Audible and running, positioning Audible as the perfect running partner.

Bespoke research with Runner's World proved that running with audiobooks was more enjoyable and improved performance. Audible wanted a newsbrand partner to communicate this to the masses. With established links with the London Marathon, the Evening Standard was the obvious choice.

As the Evening Standard is a key sponsor of run2work day, the Audible campaign received extensive editorial coverage in the paper and online, reinforcing the brand's credibility within the running arena.

Results include lots of sign-ups for run2work, each receiving a free Audible download, 14 pages of editorial and numerous mentions in print, online, Facebook and Twitter, as well as an appetite for's newly-created running hub.

Key findings:

  • 3,500 sign-ups for run2work
  • 14 pages of editorial
  • 600,000 page impressions on's running hub

The campaign was a huge success, helping us drive positive association between Audible and running.

Tracey Markham, Audible

ITV sport tour de france

ITV Sport - Tour de France

How a partnership between the Guardian and ITV helped deliver record levels of viewership for ITV4

knowledge about sport

Fast Fact

82% of people who say they have a large amount of knowledge about sport are newsbrand readers

health and fitness

Fast Fact

 Newsbrands reach 9.2 million people interested in health & fitness every day


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