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

Sky Sports - Start of Season

With the aim of asserting its position as the home of the Barclays premier league, Sky Sports and MediaCom set out to make sure consumers weren't swayed by BT Sport's offer.

This summer Sky faced a football battle like never before with Champions League rights moving from Sky Sports to BT Sport. To fight off the challenge, Sky Sports needed to reinforce brand preference by communicating its position as the home of the Barclays Premier League.

By handpicking creative based on titles, location, behaviour and context, Sky Sports' advertising resonated in a truly personal way across eight Premier League teams.

Newsbrands were the ideal platform for this due to their capacity to reach fans of specific teams and align ads with compelling editorial.

National titles allowed for contextually relevant creative (i.e. an article about Chelsea next to a creatively relevant Sky Sports Chelsea advert), while regional press allowed for geographically relevant ads. Online, team-specific ads based on behaviour were deployed.

This campaign enabled Sky Sports to deliver a targeted and valuable experience to readers, while increasing purchase intent.

Key findings

  • Purchase intent increased by 40%
  • There was a 59% increase in word of mouth for the campaign
  • All sites beat the Sky benchmark average interaction rate of 1.76% (already above the UK benchmark of 1.39% according to DoubleClick)

What I really loved about this campaign is that the idea at the heart of it was so simple. The clarity of thinking and precise execution tapping into the unique relationship fans have with their teams coverage in newsbrands, really won it for us.

Jenny Biggam, co-fouder, the7stars

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