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


How careful planning helped StudioCanal to reach the right audience in the right environment on a small budget.

For the release of their new, small-budget film, Broken, StudioCanal had three main aims: to position the film as a must-see arthouse picture within the opening weekend/week of release; to connect with a harder-to-reach, older and upmarket audience who are lighter media consumers; and to gain a higher share of voice in the key ABC1 adults 35+ environment than its competitors.

The problem was that Broken had a challenging subject matter and had struggled to gain support from traditional film critics as a result. Instead, the plan was to create a sense of endorsement in newsbrands, focusing on key titles to reach the right audience and drive word of mouth.

Advertising across the Guardian, The Independent and The Times, the distributor was able to reach its desired target of ABC1s with a London/South East bias. By carefully targeting the campaign, StudioCanal was able to build reach as well as frequency among its audience, meaning that Broken ultimately went on to surpass its box office target.

Key findings

  • The opening weekend surpassed the target by 79% and the film finished with a box office of £165k
  • Broken went on to win Best Film at the British Independent Film Awards

Disney chimpanzee

Disney - Chimpanzee

How Disney Nature partnered with the Guardian, Carat and Nickelodeon to launch its Chimpanzee film

HBO Game of thrones

HBO - Game of Thrones

How a tablet focused campaign in newsbrands generated Game of Thrones blinkbox sales.

monthly ABC1 reach

Fast Fact

Newsbrands reach 91% of ABC1s (25m) each month


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