How Currys PC World used newsbrands to drive sales on Black Friday by cutting through the clutter and shouting the loudest.
With Black Friday impacting consumer mind-set and purchase habits, huge opportunities for retailers have been created. Currys PC World's aims were twofold; the communications objective was to dominate key broadcast and digital channels, the business objective was to drive short-term sales. The immediacy of newsbrands helped to achieve these goals.
The communications plan spread across a week, 'warming up' the market ahead of the main Black Friday event, with newsbrands playing an instrumental role in this multi-media campaign. The campaign had three stages: announce, dominate and sustain.
During the 'announce' stage newsbrands supported TV in sewing the seed to the relevant audiences. For the 'dominate' stage newsbrands were the focal point, with takeovers of three of the highest circulating newsbrands and a home-page takeover on Sun.co.uk. For the final 'sustain' stage, there was consistent activity across all channels, with print activity providing the greatest share of voice among competitors.
Newsbrands were an integral part to our comms plan, allowing us to deliver mass scale, generate disruption and drive short term response from consumers. We continue to see positive ROI figures from Newsbrands to reinforce their effectiveness as a channel on plans and see no reason why this should change going into Black Friday this year. James Cheetham, head of advertising, Currys PC World
Newsbrands were an integral part to our comms plan, allowing us to deliver mass scale, generate disruption and drive short term response from consumers. We continue to see positive ROI figures from Newsbrands to reinforce their effectiveness as a channel on plans and see no reason why this should change going into Black Friday this year.
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