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

Cisco - Internet of (nearly) Everything

Cisco and OMD UK teamed up with the Guardian for the most editorially-led commercial partnership ever delivered by the newsbrand.

Cisco's IT products, which power The Internet of Everything, are hidden from view resulting in lack of recognition for its innovative approach. Setting out to change this perception, Cisco embarked on the most editorially-led commercial partnership ever delivered by the Guardian.

With a Connected World hub living on the editorial pages, the centrepiece of the campaign was an interactive tool exploring how the internet is connected to (nearly!) everything.

Events, video content and editorial articles contributed to the partnership, which smashed its pre-campaign targets and exceeded Guardian benchmarks.

Key findings

  • Cisco's profile within content and conversation for both the Internet of Things and the Internet of Everything was boosted
  • Long dwell times on articles indicate the quality of the journalism and resulting engagement in Cisco's technological revolution
  • Large number of social shares and comments are further evidence that the content really resonated with the target audience

This campaign had very clear objectives and showed how they used content in an incredibly creative and effective way. The execution was fantastic and even though they were trying to reach a tough target audience, they produced some great results.

Kerris Bright, Virgin Media

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