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

John Lewis – Sending the nation to sleep

By partnering with the Guardian, John Lewis helped to educate readers on the benefits of a good night's sleep and encouraged them to upgrade their bedrooms.

In AW14 John Lewis wanted to own sleep, providing everything needed to create the perfect sleep sanctuary.

The campaign's aims were threefold - educating consumers about the importance of sleep for wellbeing, driving awareness of the breadth of products that John Lewis offer, and demonstrating John Lewis' expertise when it comes to sleep.

The core of the partnership, a series of Podcasts to help achieve a great sleep, was a Guardian media first. The series, 'Going, going, gone', featured original bedtime stories from writers such as Will Self and Chika Unigwe, and a score to help listeners drift off peacefully.

Supporting activity included an eight page feature in 'Weekend' magazine to inspire readers to invest in their bedrooms, weekly sleep profiles, a variety of sleep tips in G2 magazine and an online commercial hub hosting a competition.

Working with the Guardian was great - we got to do things we haven't done before, like creating downloadable podcasts and communicating a bit of a quirkier view of sleep generally.

Gemma Rabbini, Home marketing manager, John Lewis

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