Case studies

These case studies showcase the best examples of advertising across print and digital newsbrands. 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: develop consumer understanding of a brand and its purpose

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Nike - Harry Kane

To mark Harry Kane’s 100th Premier League goal, Nike wanted celebrate the footballer – a Nike ambassador – and underline how his determination, modesty and resilience are closely linked with Nike’s own brand values.

With Kane a born and bred Londoner, Nike wanted to create a sense of pride among fellow Londoners. The Evening Standard proved to be the perfect place to mark Kane’s ascent to an elite group of players – having scored 100 Premier League goals, all while wearing Nike Hypervenom boots. Nike’s research also revealed that the brand had lost touch with young Londoners, so reigniting the bond by championing the pulse of London through its people was a priority.

The day after Kane scored his 100th goal, Nike ran an outside back cover ad on the Evening Standard with the line ‘1 of 0ur 0wn’ highlighting his 100 landmark. The ad is a great example of how newspapers can be used reactively and contextually to create impact, with Nike recognising how print can also deliver great reach and relevant targeting.

A big thank you from the UK brand team for making Kane happen in the Standard... it looked really powerful against the two page editorial on Harry and his 100 goals. Proper pulse of football.

Andy Brown, football brand manager, Nike


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