NFP / CHARITIES B2C PUBLIC SECTOR HEALTHCARE BUSINESS OTHERS INNOVATION AWARDS PLAIN ENGLISH AWARDS

– Case Studies –

All our case studies are edited versions of AMEC Gold Award winning entries, which are listed by year here. Please refer to these submissions for further information, including graphics and illustrations.

Here, you will find cutting-edge examples of measurement in practice, covering special and one-off events, product launches, social media and consumer engagement, destination marketing, innovation in measurement and much more.

NOT-FOR-PROFIT / CHARITIES
Best use of measurement for a single event

Title: “David Bowie is”
Client: Victoria & Albert Musem (V&A)
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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Best measurement of a not-for-profit campaign and for a single event

Title: The CEO SleepOut™ – Rise to the Challenge
Client: CEO SleepOut™ Trust
Member: Ornico

HOW CAN measurement support a global movement, which sees the business elite sleep under the stars on one of the longest and coldest nights of the year to raise awareness and funds for the homeless, ignite a new wave of philanthropy in South Africa and simultaneously drive social change…

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Best campaign in the public and not-for-profit sectors and best use of a measurement framework

Title: Evaluation of the Pink Sari Project
Client: Multicultural Health Communication Service
Member: University of Technology (UTS) Sydney, Australia

IMMIGRANTS FROM INDIA and Sri Lanka are one of the fastest growing ethnic groups in New South Wales (NSW), Australia. Women aged 50 to 74 are expected to account for further future growth in immigration, but this is the age group in which they are most susceptible to breast cancer. Recent data shows that this group has amongst the lowest rates of breast screening in Australia, so how could cancer organisations set about reversing this worrying trend…

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Best multi-market reporting

Title: UNICEF Measurement Framework – A Year of Learning
Client: UNICEF
Member: Main partners include Gorkana (a Cision company) and Ketchum Research

UNICEF IS AIMING to introduce an evidence-based approach to communications, but how best can such a decentralised organisation, with a presence in more than 190 countries, capture the diversity and allow learning from the wealth of information and experiences globally in a more systematic way – and provide an overarching measurement methodology…

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B2C
Best PR measurement on a budget (The Little Acorns Award)

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

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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Most innovative use of measurement in a digital campaign

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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Best use of social media measurement

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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Best use of communication management: business-to-consumer

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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Best use of communication management: business-to-consumer

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
Best use of social media measurement

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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Best use of communication management

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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Best measurement of a public sector campaign and best use of integrated communication measurement/research

Title: Missing Type
Client: NHS Blood and Transplant
Member: Gorkana

WHILE DONORS HELP to save and transform countless lives by giving 3,500 organs and two million blood donations each year, research shows that, on average, three people in need of an organ donor die each day; one organ donor can help as many as nine people; and every blood donation can help up to three people. So, how can the public be encouraged to keep donating…

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HEALTHCARE
Most impactful client recommendations arising from a measurement study

Title: Using PR research to inform policy, positioning and stakeholder engagement
Client: International Diabetes Federation
Member: Commetric

INCREASINGLY AWARE that the global debate surrounding diabetes, sugar and obesity was converging, the International Diabetes Federation knew it needed to engage outside of the diabetes ‘world’ and to stake its position in the media debate. But how could the Federation build the strategic alliances and partnerships necessary to strengthen its impact…

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Best use of communication management: business-to-consumer

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
Best use of measurement for a single event

Title: JLR Dubai International Motor Show
Client: Jaguar Land Rover MENA
Member: 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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Best multi-market reporting

Title: Best multi-market reporting
Client: Maersk
Member: Retriever Denmark

A GLOBAL conglomerate operating in more than 130 countries with highly diverse media landscapes, Maersk places significant value on comprehensive media evaluation of the group’s quarterly financial statements and the huge volume of media coverage its industries generate worldwide. But would near-instantaneous, formative evaluation enable them to track areas requiring potential communication improvement…

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Best use of measurement for a single event

Title: Developing Philips’ Integrated PESO Content Strategy for the 2016 World Economic Forum
Client: Philips
Member: OneVoice Connect (OVC)

IN THE increasingly crowded global social conversation around the World Economic Forum, a leading business brand faced some specific measurement challenges, including how to use insights gained from social conversations during WEF to inform its overall digital content and communications strategy……

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OTHERS
Most innovative use of measurement in a digital campaign

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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Best use of measurement for a single event

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 organiser of the Year…

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INNOVATION AWARDS
Innovation Award for new measurement technologies

Title: Meet Your Army: A New and Improved Toolbox to Measure Army Outreach
Client: U.S. Army, Office of the Chief of Public Affairs
Member: Barbaricum LLC

AS MEDIA ATTENTION shifts from the conflicts in Iraq and Afghanistan, resulting in less exposure for the U.S. Army, how can one of the world’s mightiest military forces stop a growing disconnect with the American population against a backdrop of budget cuts and shrinking resources…

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Innovation Award – Reputation Rating Factor

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

PR NEWS 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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PLAIN ENGLISH AWARDS
Plain English award for simplicity in campaign effectiveness measurement and reporting

Title: Big Change Starts Small
Client: Y&R New Zealand
Member: Isentia

DISCOVER HOW measurement is being used in the fightback against growing rates of adult and child obesity in New Zealand, starting with analysis of how the issue – particularly child obesity – is being discussed in traditional and social media…

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Plain English Award

Title: Run for love
Client: Johnson Health Tech. Co. Ltd
Member: Ogilvy Public Relations, Taipei

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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