In his latest column for INMA, Newsworks communications manager Lewis Boulton explores how turning the rulebook on its head can make for impactful and unique news brand campaigns
Part of the joy of news brand content is often the element of surprise. Compared to platforms with curation capabilities that provide little scope for content beyond specific interests, publishers provide opportunities for readers to come across interesting stories and perspectives they may never have read intentionally.
However, they still have some expectations (particularly around format), building up familiarity with their news brand of choice through sustained trust and engagement. That makes for a brilliant opportunity for news brands and advertisers to subvert those expectations in brand-safe environments, delivering particularly impactful campaigns that stick in the memory.
Whether it’s a particularly left-field cover wrap that causes a splash or something completely unseen that makes readers sit up and take notice, the ability for masterful, subversive creative in news brands to grab our attention is as potent as ever.
See Lewis’s INMA column for recent examples of stand out news brand ads harnessing the element of surprise.