Stork wanted to establish their presence as a great baking ingredient, and the 4 day Easter weekend was the perfect opportunity to highlight how their brand can be used in wonderful baked creations.
With our Notebook readers showing a keen interest in baking, we collaborated with Stork to produce a cover wrap and special recipe feature. 65% of readers agreed the Stork was a great fit for the magazine.
After viewing the coverwrap, the shift in influence of the ‘good for baking’ message was up 6 percentage points. And ¾ of readers agreed that the cover wrap was great way for Stork to convey their message.
Following a successful campaign to educate workers on changes to workplace pension schemes, DWP wanted to continue to raise awareness amongst a ‘daunted audience’ of middle aged people who feared the changes automatic enrolment would bring. Teaming up with Bauer and Twitter and using the breadth of the nasa portfolio we created an online community called Pension Square which featured real life stories from across UK with aim of making pensions less scary.
We were able to reach 6.4m of the target audience across the campaign period, with 125,000 completing our quiz. Our survey revealed that awareness of automatic enrolment increased from pre to post, half of respondents identified with the ads agreeing that they were aimed at people like them, and there was a significant decrease in people claiming they would opt out of a workplace pension.
Vauxhall Commercial Vehicles
Vauxhall Commercial Vehicles have now been the sole sponsor of our print and online football platforms for 6 years. Each year the longstanding partnership has evolved to reflect changing reader habits and a deeper understanding of our audience’s relationship with our various platforms. With the launch of dedicated football sites, VCV have gained greater impact and Share of Voice.
Research has shown spontaneous brand awareness for Vauxhall Van models and attribution of the advertising to Mirror platforms grow season on season. Purchase consideration at over 90% has exceeded all expectations.
Kew gardens wanted to increase visitor awareness of and interest in their edible plants exhibition, and showcase attractions like the Mad Hatters tea party, edible plant walks and a fruit salad boating lake, at the heart of which was an oversized pineapple.
Initially the client wanted two half pages in press, however we proposed a pineapple-scented 8-page supplement, which readers could hold onto and take with them when they visited the exhibition.
Our nasa in-house designers and Watford printers worked closely with the client to deliver the content, look – and smell! – they wanted.
Using this innovative printing technique we were able to deliver something totally unique for the client and increase their investment in our titles.download supplement
Following the revelations from teachers that increasing numbers of children are coming to school hungry, Kellogg’s wanted to raise awareness of this issue and find a media partner to help them deliver two million extra breakfasts to children across the UK.
A major cross media campaign ran in the Daily Mirror, Daily Record and Manchester Evening News.
Editorial support ran on the alarming state of child poverty in the UK, followed up by a series of commercially funded editorial breakfast club columns.
Social media and augmented reality within the columns also drove readers online, helping Kellogg’s achieve their main KPI of social interaction with ‘Give a Child a Breakfast’.
Over 16m people in the UK lack basic online skills and in the North-East alone this affects more than 500,000 adults, making the area the 3rd worst affected region in the UK. Go On UK, founded by Martha Lane Fox, were launching a programme to address this skills gap in the region.
We proposed that through our North East portfolio, we would partner with Go On North East to deliver their objectives. We put in place a cross-media editorial partnership covering our print & digital products and utilised our engaging content to challenge our 735,000 readers to become ‘Digital Champions’.
Aldi’s PR company and Daily Mirror’s Cash Queens editorial column had built a strong relationship with Aldi products flying off the shelves every time they were featured. As such, it seemed like a natural fit for Aldi to sponsor the Cash Queens advice column.
We created a monthly bespoke 8-page supplement in partnership with Cash Queens and Aldi which each month featured Aldi’s upcoming products through a range of editorial and display adverts, in print and online.
In a great tie-up with our marketing department we also offered readers £5 off a basket of shopping in Aldi, driving footfall into the store, and boosting sales of the newspapers.