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 – John Lewis Christmas

For the launch of its 'Man on the Moon' app, John Lewis teamed up with The Sunday Times to tap into readers' trust of newspapers and drive engagement beyond just its Christmas TV advert.

Using TouchPoints data, John Lewis and MGOMD identified newspapers as a highly trusted media which resonates with a family audience, so when it came to launching its 'Man on the Moon' app the retailer partnered with The Sunday Times. The title's position as the biggest circulating quality Sunday newspaper in family homes meant the activity would reach its target audience, while, as a broadsheet, the visual impact of the moon was greater on The Sunday Times' pages than it would have been elsewhere.

The campaign launched with an exclusive four-page pull-out poster of the moon, placed in the centre of newspaper to ensure maximum exposure. The pull-out provided details of the app and, when opened out, was an epic picture of the moon that families could hang on their wall to learn about the lunar cycle throughout November and December. Each day users could use the AR within the app and point it to the image on the poster to discover new facts about the moon, giving people the reason to engage with the campaign every day.

The poster ran on the 22 November 2016 to ensure people had enough time to download the app and use the poster for the full moon on the 25 November. There were daily messages up until the next full moon which was on Christmas Day.


  • The Sunday Times activity was the biggest driver of app downloads outside of launch day
  • The Man on the Moon app was downloaded over 100,000 times, 26,000 of which were driven by The Sunday Times pull-out
  • Average sessions per download increased from four to five, meaning that people had a reason to come back to the app and the poster was kept beyond the issue date

This was a fantastic execution which really drove downloads for the app

Sarah Atkins, brand marketing manager, John Lewis

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Newsbrand effectiveness

Newsbrand effectiveness

Analysis of 500 econometric models, shows that advertising with newspapers increases overall revenue return on investment by three times.

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