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

DFS - Best of British

In partnership with MediaCom and The Telegraph, DFS targeted a 'quality seekers' audience in a bid to get them to re-appraise the sofa brand.

There is much more to DFS than sales; people just don't know about it. The campaign needed to push communications to a more discerning audience to get them to re-appraise the brand.

DFS partnered with The Telegraph to engage with its 'Quality Seekers' audience, creating content based on DFS's 'hidden truths' - a link with the British Fashion Council and British fashion designer Giles Deacon.

The campaign told the British craftsmanship story behind DFS and 28% of readers who saw the content agreed that the campaign changed their view of DFS. As a result, the company sold hundreds of sofas.

Key findings:

  • 28% agreed that the campaign changed their view of DFS
  • 24% were more likely to consider buying from DFS
  • 210% increase in agreement that DFS have a team of skilled designers and craftsmen
  • 64% increase in people thinking that DFS sells good quality sofas

The partnership was truly multichannel in nature to reflect not only the Quality Seekers' media habits but also The Telegraph's strengths.

Nick Ashworth, DFS

Dulux Lets Colour Award

Dulux - Let's Colour Award

How Dulux partnered with the Guardian to create fame and stature for the brand

John Lewis Fashion on Front row

John Lewis - Fashion on the Front Row

How John Lewis partnered with the Guardian to modernise its brand

fashion and beauty

Fast Fact

Online newsbrand readers are 52% more likely to go to a fashion or beauty website

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