Newsquest Digital

Case Studies

• John Lewis
• NHS dementia awareness

John Lewis

• Objective: To highlight a new store opening in Bournemouth.
• Results: Newsquest Digital Media achieved a Click Through Rate of 0.10% in contrast to the 0.02% Click Through Rate achieved by John Lewis's National campaign.
• The Idea: We developed a piece of software allowing us to build, host and serve Page Peels.
• The Pitch: Full width leaderboard & page peel & MPU for stand-out & domination on the home page of www.bournemouthecho.co.uk.
• The Response: MGOMD were very receptive to the idea and created the adverts in our suggested formats.
• The Campaign: Site Takeover: 22nd October to 28th October - full width Leaderboard & Page Peel & MPU Result: CTR of 0.10%.
• Standard MPU Run of Site: 22nd October to 18th November Result: CTR of 0.07%.
• Standard Click through rate on National Activity for John Lewis: around 0.02% only.
• The Support:
  • 3 editorial articles, viewed 6,000 times
  • Embedded video running 1:30, viewed 2,000 times
  • Targeted the takeover on the article page as well as the home page
  • Full interaction with our users – generating numerous comments on John Lewis articles

Dates: Sept 2009 – Nov 2009

The Aftermath: On 24th October the Daily Mail published an article highlighting the success of the new store opening. Staff and management were surprised at the volume of customers and the length of queues.

Our shop in Poole has performed above expectations since day one, and has given us the confidence to open in Croydon, extend our reach and attract new customers.

Andy Street, Managing Director

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NHS dementia awareness

The Brief: To raise the awareness of dementia and drive traffic through to the dementia information on the NHS Choices site. Homepage takeovers and standard activity were used, running in England only.

The Newsquest sites delivered 20% of the all campaign clicks and 18% of arrivals to the dementia information pages. The cost per arrival on Newsquest was lower than the average across the campaign.

The standard display activity consisted of a leaderboard and MPU, running ROS. In addition to this, Newsquest has a contextual tool that categorised articles into contextual sectors. One of these sectors is 'Health'; we increased the relevancy of the message by targeting this same creative to that category. The contextually targeted advert was 3 times more effective in terms of click-through rate compared to the standard ROS activity.

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