Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

Post Office – Super Sunday



























How the Post Office used newspapers to drive awareness of its new opening times and generate buzz on social media.

The Post Office is changing and modernising as a business in several ways but the specific message of this particular campaign was twofold: firstly, to communicate that over 1000 branches of the Post Office are now open on Sundays and secondly to communicate that the Post Office is introducing longer opening hours throughout the week, with some branches staying open until 10.30pm.

The Post Office announced the news with double page spreads in the Sunday papers to generate maximum scale and impact. The execution played a role in the message; talking about being open on a Sunday, on Sunday. This was followed by five days of weekday activity to reinforce the message among busy workers.

The second function of the campaign was to get readers to engage with social media to help amplify the paid-for activity. Newspapers were key to encouraging social engagement, with the hashtag #lovesunday trending on Twitter in the UK.

Key findings:

  • The Sunday activity had an estimated reach of 5.7 million ABC1 readers
  • The press campaign helped to drive social engagement with 300 tweets per hour on Sunday
  • Overall, #LoveSundays achieved over 2.6 million impressions on Twitter

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Newsbrands and social media

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more than Buzzfeed

Fast Fact

 Newbrands have more social media interactions than Buzzfeed

visit twitter

Fast Fact

Newsbrand readers are 43% more likely to visit Twitter

49 social media interactions doubled

Fast Fact

Social media interactions for newsbrands have  doubled year on year

 

 

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