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

Specsavers – Framing fashion

Specsavers teamed-up with The Evening Standard to appeal to consumers of fashion and to communicate that the known-for-value specs are also 'trend followers' frames. 

Realising that the Evening Standard's fashion pages and online platforms would provide an innovative way to engage with the paper's readership, Specsavers worked closely with the Evening Standard's fashion editor, Karen Dacre to develop new and exciting branded content propositions to sit within the title.  

The cross platform content solution consisted of newspaper supplements, fortnightly native online articles, blogger activity at London Fashion Week and London Collections Men, sponsorship of Fashion Scout's 'One to watch' catwalk show and a series of online videos featuring celebrities who are known for their style.

The supplements included a combination of topical round-ups and original fashion shoots incorporating Specsavers product and messages to deliver engaging fashion content and strengthen the brands fashion credentials. The frame stylist at Specsavers worked with Dacre to create a series of themed edits of stylish products.

Key findings

  • Reader offer redemptions in stores to date have exceeded 4,000
  • Frame sales featured within the articles have seen an average uplift of over 20% in London when compared to the rest of the UK stores
  • Having built an association with Evening Standard readers over the past few years, there is a constant dialogue between Specsavers the Evening Standard's audience, providing genuine and useful content and strengthening brand affinity. Research conducted (sample of 509 readers), shows that:
    • Specsavers is now readers' number one destination for glasses and designer glasses in London
    • Eight out of 10 readers saying they are likely to consider Specsavers for their next purchase of designer glasses
    • Consideration for designer glasses purchasing has risen by 17% compared to pre-campaign

The partnership with the Evening Standard has enabled Specsavers to put our brand among fashion retailers and in fashion arenas where we previously did not have a presence. My highlight of the partnership this year is the native content which has been produced for online which has not only focused on the style aspect but weaved in some of the other key objectives for London such as contact lenses and eye health.

Elaina Le Tissier, divisional marketing manager, Specsavers

Award winners 2016

2016 Award winners

All the winning case studies from the Newsworks Planning Awards 2016

Retail category

Retail effectiveness

Adding print newsbrands to the media mix improves overall campaign revenue return on investment by a factor of 2.8

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