SPARK Media is Caxton’s newest sales powerhouse and the resulting fusion between NAB, the former Newspaper Advertising Bureau and Habari Media, a world class digital advertising agency.

“Using banner advertising and branded content on our Dealfinder and LNN digital properties, Eskom achieved great online views and engagement,” says SPARK Media’s commercial director, Marc du Plessis. “Eskom’s branded content in the form of informative energy saving tips and articles, was a great way to increase interaction from readers.”

A total of nine of these articles were produced and placed on 43 Caxton owned Local News Network sites.

Utilising the LNN websites, Eskom was able to use its national campaign and localise it area by area. “Through this tactic we were able to significantly increase engagement for Eskom as each site contained hyper local information that was extremely relevant to Eskom customers,” says Du Plessis.

“The campaign was a great success and reiterates the fact that consumers want information that is relevant to them and the areas in which they live and work.”

Tapping into the traditional local newspapers, the 49m campaign received additional mileage through the use of insert jackets, including a four-page page carrier of retail inserts into the Caxton Local Newspapers.

Click here to see an example of the brand content pieces.

For more information, call +27 10 492 8390 or visit the SPARK Media website. Alternatively, connect with SPARK Media on Facebook and Twitter.