NFP / CHARITIES B2C PUBLIC SECTOR HEALTHCARE BUSINESS OTHERS

– Case Studies –

NOT-FOR-PROFIT / CHARITIES
Special Events

Title: “David Bowie is”
Client: Victoria & Albert Museum (UK)
Member: Gorkana

As the world’s greatest museum of art and design, The Victoria and Albert Museum in London (V&A) exists to educate and inspire. In common with other national British museums, entrance to the V&A has been free since 2001, so membership and ticketed exhibitions are essential for driving revenue. The V&A has large galleries devoted to temporary exhibitions and, in a typical year, will stage more than a dozen of these exhibitions…

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B2C
Product Familiarisation

Title: Philips PerfectCare – Evaluating PR’s Effectiveness
Client: Philips UK
Member: Ketchum and
One Voice Connect Measurement

THE COMMON business challenge facing this company was how best to launch a breakthrough product in garment care, while differentiating it from competitor products. Engaging consumers to first trial, then share their experiences online, produced some startling results -including a No 1 slot in UK garment care for the company…

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Product Launch – Social Media

Title: Hyper Sharp Liner
Client: Maybelline New York
Member: iSentia Brandtology

A TOP USA cosmetics brand found its No.1 eyeliner under threat from international and local competitors in Hong Kong’s booming beauty products market. A decision to relaunch, through a one-month integrated campaign that leveraged the increasing use of social media by the product’s target audience, proved the success of transiting consumers from online to offline, and has created further opportunities for the company’s ongoing branding activities…

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Consumer Branding

Title: Johnson Health Tech (Taiwan)
Client: Johnson Health Tech (Taiwan)
Member: Ogilvy Public Relations, Beijing

ONE OF the world’s leading manufacturers of fitness equipment was able to overcome concerns about its treadmills seeming too professional, and its stores too intimidating, in a novel campaign that appealed to consumers’ deeper emotional instincts – and transformed perceptions…

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Destination Marketing | Social Media | Consumer Engagement

Title: Chengdu Pambassador: The Cutest Job in the World
Client: Chengdu Municipality (PRC)
Member: Ogilvy Public Relations, Beijing

ALTHOUGH home to one of the world’s busiest airports, China’s fourth largest city wasn’t appearing in many China travel itineraries. A victim of the country’s East-West divide, even its hi-tech pedigree, from producing half the global supply of laptop chips, a fifth of all computers in the world and 80 percent of Apple’s iPads, was failing to translate into visitor numbers. But an offer of one of the best jobs in the world helped transform the city’s fortunes and put it firmly on the Asian tourism radar…

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Integrated Marketing

Title: Aquafresh Kids
Client: GSK
Member: Gorkana

How the Tooth Fairy helped the UK’s largest healthcare company demonstrate the impact of PR on sales of a leading toothpaste brand, a breakthrough for the communications team, which is also now being used to inform many of the company’s investment decisions…

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Consumer Engagement– Social Media

Title: Skin Stories
Client: Godrej UK (Bio-Oil)
Member: Pegasus

DISCOVER how one of the UK’s best-selling skin treatments for scars and stretch marks, first launched in 2003, beat off all-comers – without any New Product Development in the pipeline, or a UK specific website. By using social media to engage customers online, the company not only retained its market leader position, but was able to secure new customers and encourage existing ones to purchase more frequently…

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PUBLIC SECTOR
Destination Marketing | Social Media | Consumer Engagement

Title: Chengdu Pambassador: The Cutest Job in the World
Client: Chengdu Municipality (PRC)
Member: Ogilvy Public Relations, Beijing

ALTHOUGH home to one of the world’s busiest airports, China’s fourth largest city wasn’t appearing in many China travel itineraries. A victim of the country’s East-West divide, even its hi-tech pedigree, from producing half the global supply of laptop chips, a fifth of all computers in the world and 80 percent of Apple’s iPads, was failing to translate into visitor numbers. But an offer of one of the best jobs in the world helped transform the city’s fortunes and put it firmly on the Asian tourism radar…

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Human Rights

Title: Research into Age Discrimination, Age Stereotyping and Ageism
Client: Australian Human Rights Commission
Member: iSentia/URBIS

CASUAL stereotyping in the media of older people, and the elderly, frequently leads to senior citizens being positioned as a burden on society, resulting in discrimination and ageism. Learn how a unique collaborative research effort led to a concerted drive to engage the media and advertisers in bringing about a sea change in attitudes towards older people in Australia, including how they are portrayed…

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HEALTHCARE
Integrated Marketing

Title: Aquafresh Kids
Client: GSK
Member: Gorkana

How the Tooth Fairy helped the UK’s largest healthcare company demonstrate the impact of PR on sales of a leading toothpaste brand, a breakthrough for the communications team, which is also now being used to inform many of the company’s investment decisions…

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BUSINESS
Competitor Tracking

Title: JLR Dubai International Motor Show
Client: Jaguar Land Rover MENA
Member: Weber Shandwick / Salience Insight

HOW A LEADING luxury car brand was able to use measurement to track competitor activity; media reaction to the launch of its concept car; and the effectiveness of its media spokespeople, and wider communications strategy, at one of the world’s premier motor show events…

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OTHERS
Social Media

Title: The UK’s First Ever Sports Social Media Index
Client: Umpf
Member: Umpf

A CHANCE remark by a staff member during an agency’s quarterly review meeting set in motion a chain of events, which resulted in the UK’s first-ever, sport-themed social media index – an annual league table benchmarking success and now firmly part of the social media calendar – and met the agency’s key goal of putting it on the new business radar for sports-related brands…

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Measurement Innovation

Title: Understanding communications as a predictor of business change and operationalizing the Barcelona Principles
Client: Golin
Member: Golin

AN INNOVATIVE measurement model is proving to be an important step forward in the journey toward understanding and reporting on the business impact of public relations, and has already been successfully applied to a wide range of communications assignments…

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Special Events

Title: UK-Russia Year of Culture
Client: British Council
Member: PR News

2014 was announced the UK-Russia Year of Culture in a diplomatic agreement between the countries. This Year of Culture included hundreds of different events held either in Russia or Great Britain. Those events belonged to different spheres: art, education, music, theatre, etc. The British Council was the key organizer of the Year…

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Innovation Award

Title: Reputation Rating Factor 2013
Client: PR News
Member: PR News

PR News in 2013 launched the Reputation Rating Factor Study to meet the market demand and client requests to outline key performance indicators (KPIs) that best satisfy the goals of media performance evaluation…

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