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

Canon - Touch to See

PHD utilised findings from its research project with UCL and Newsworks, on the power of touch in advertising, to drive unprecedented levels of engagement and Christmas sales for Canon.

Canon identified a housing estate in Essex, where deer regularly appeared during the night, as the ideal scenario to demonstrate its low light camera technology.

By allowing readers to wipe the grainy top layer of a tablet ad to reveal the urban deer imagery - functionality never before used in the category - the campaign demonstrated what can be achieved with a Canon camera.

With engagement rates averaging at 33x the industry benchmark, this campaign demonstrated how utilising touch in tablet advertising can result in an effective and original solution.

Key findings

  • The campaign delivered an average engagement rate of 67%, 33x higher than the industry benchmarks for dynamic display on tablets
  • Canon hit their sales target, outselling all of their competitors at Christmas

This campaign was really impressive because there was a clear piece of research to map the audience to the format itself, plus they used creative that would only work on tablets, which ultimately led to fantastic results

Kev McFadyen, head of strategy and planning, Telefónica O2 UK

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