Advertorials that get results – Your brand and SA’s most powerful Local News Network
80% of consumers feel more positive about a brand after reading custom content, and custom content results in 6x higher conversion rates. Publish your advertorials on Caxton’s community news sites and get real results.
The power of hyperlocal news
With over 170 print publications and 77 online title sites, Caxton’s Local News Network (LNN) differentiates itself from competitors by offering an unprecedented reach into communities all around South Africa. Our LNN is the undisputed leader in community news, and our title sites publish stories that directly affect the daily lives of our readers.
Hyperlocal becomes national
At the same time, however, the combination of our large number of title sites and their diverse geographical footprints means that Caxton’s LNN also reaches a nationwide audience. Our readers’ interests, demographics and purchasing power cover an exceptionally wide range of SA’s culturally and economically varied landscape.
Trust – the only currency that matters
Our audience is large, varied and loyal. Moreover, we enjoy high levels of trust owing to our journalists adhering to a press code designed to protect the integrity of the media. For commercial clients, the trust of our audience lends itself to a trust of your brand, and the integrity of our content reinforces the credibility of your commercial/branded content.
“Insights that ignite” – Advertorials and consumer behaviour
Additionally, Spark Media’s unparalleled examination of our audience has produced incredible insights into consumer behaviour. Our ROOTS research has resulted in a thorough and in-depth understanding of the interests and purchasing power/patterns of our readers – By hyperlocal area.
Our recipe for success
- Our focus when creating advertorials is the production of content that strongly relates to our audience’s daily lives and interests. That is, aligning the interests of the brand with the interests of our audience.
- From the development of advertorials that have a tangible personal significance, it naturally follows that we endeavour to address our readers at the individual level.
- Advertorials that contain bite-sized and to-the-point information receive attention and are read all the way through. “Listicles” have proven to be a great format.
- Media rich advertorials have also proven to be popular and hold reader attention. Videos, GIFs, info-graphics and images add to reader experience, thereby generating a favourable impression of your brand.
- Social media visibility and interaction is vital, and posts that direct traffic to advertorials should receive a budget that reflects the importance of a well-executed social campaign. This point shouldn’t be underestimated.
- In line with addressing the individual, advertorials that adopt an informal tone that simply “speaks” to the reader do well. Any pretention is to be avoided, and a successful “voice” talks to the reader as a personal acquaintance.
- Our Data Management Platform (DMP) will retarget display adverts to consumers that have engaged with your advertorial/s, ensuring that your brand and products/services get as much as exposure as possible. Learn more here.
Examples – hyperlocal campaigns
Builders
A competitor within the retail DIY space opened a premises in close proximity to Builders Warehouse Struben’s Valley. Two advertorials were produced by our content team as part of a “combat campaign”. The advertorials promoted specials and other value-add services that the DIY leader ran in response to the opening of the competitor store.
Megaphase
Megaphase is a large electrical and mechanical supply retailer situated in an industrial area within Pretoria (namely, Silverton). The company wanted to increase awareness through a content series that included sponsored content in addition to advertorials. Whereas the sponsored content offered helpful tips to readers, the advertorials focused on products and services. The target audience included household consumers as well as industry specialists and professionals.
Hollard Daredevil Run 2019
The Daredevil run is well-known throughout Jozi, but advertising was nonetheless needed to retain participants, attract new participants and inform interested parties about the date, time and venue. Given the fun nature of the run, the client asked us to produce something light hearted, cheeky and, well, ballsy.
Food Lover’s Market
Food Lover’s Market Chilli on Top, Sunninghill, was voted National Franchise FLM Store of the Year 2018 and placed as a finalist in the annual national Franchise Association of South Africa (FASA) awards in 2018. The client wanted to bring attention to these achievements and further promote the store’s focus on quality and freshness, wide product range, excellent value and exceptional customer service. In this case, content was provided by the client.
Examples – Nationwide campaigns
Private Property
The Private Property campaign consisted of numerous content pieces aimed at achieving three goals. The first was to highlight the new partnership between Caxton and the company. The second aim was to bring attention to the company’s ongoing community service initiatives. The final goal was to create educational material surrounding the local property market.
Game
This one was straightforward – Game wanted to promote its Black Friday specials. We focused on one area in specific: electronics. The advertorial received a whopping 13 000+ views within the first 24 hours of its publication.
Have we piqued your curiosity?
To find out more about how Story Studio is perfectly poised to craft custom content in partnership with you, visit our website and discover the benefits of having specialist writers and creatives on your team.
Alternatively, take a brief tour through the following links and get the low-down on how Story Studio puts your brand in touch with the people that matter.
