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

Dextro Energy

How Dextro Energy partnered with Metro to create a series of puzzles to build awareness for the energy brand.

Compared to its competitors, Red Bull, Lucozade and Berocca, Dextro is an energy tablet that consumers are largely unaware of. The campaign objective was to build awareness, linking the brand to the physical and mental benefits of Dextro Energy tablets.

The activity built on a previous campaign, amplifying the same message through different content. It focused on creating a challenging puzzle across platforms to drive engagement and awareness.

The solution needed to be cost efficient but also highly effective, gaining mass reach. It involved a series of conundrums, running for a four week period across both tablet and print platforms. Consumers could participate in solving the puzzle and also had the opportunity to win £200 each week.

A full page interstitial slider puzzle ran in Metro's tablet edition, linking through to the Dextro website where consumers could find out more about the product and how to purchase. Newsbrands were the sole medium to raise awareness within the target demographic.


  • Huge increase in competition entries year on year
  • An uplift in click through rates to the Dextro website
  • Increased total awareness of the product by 2% year on year

The campaign was successful in delivering against clear objectives with all metrics increasing, particularly around brand being a fast energy provider.

Dextro marketing team

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020 7839 8935


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