Case Studies

Case Study: Oil and Water: An Integrated Campaign Turns a Slippery Controversy Into a Two-Way Conversation

January 12th, 2009 by

Company: ConocoPhillips Agency: Fleishman-Hillard Timeframe: 2006-2007 Within the last 10 years, skyrocketing gas prices coupled with a climate in crisis have caused a precipitous drop in national consumer confidence toward the oil and natural gas… Continued

Case Study: Democratizing Corporate Governance: Aflac Wins Shareholder Support by Giving Them a ‘Say on Pay’

January 5th, 2009 by

Company: Aflac Agency: Fleishman-Hillard Timeframe: 2007-2008 The American Family Life Insurance Company (Aflac) may be best known in the consumer marketplace for its quirky, quacky duck mascot, but the insurance giant made a different type… Continued

Case Study: Employers With Benefits: An Integrated Campaign Teaches Employees the Value of Open Enrollment

August 18th, 2008 by

Company: MetLife Agency: Bliss PR, DraftFCB Timeframe: 2006-ongoing As employees take more responsibility for choosing and funding their own benefits, many are seeking guidance from employers to help them make the right decisions. At many… Continued

Case Study: The Flavor of Philanthropy: A Spunky Brand Goes Social in the Name of Peace, Love and Ice Cream

August 11th, 2008 by

Company: Ben & Jerry’s Agency: ViTrue Inc. Timeframe: April 2008-ongoing For such a young company by most standards, Ben & Jerry’s has a long and storied history, having evolved from a small-town ice cream shop… Continued

Case Study: Move Over, Dracula: PR & Marketing Meet Online to Introduce Fans to a Creepy Crew of Characters

August 4th, 2008 by

Company: HBO Agency: Campfire Timeframe: Feb 2008-present Starting this September, there may be a few contenders to Count Dracula’s throne as the most notorious vampire, as that month marks the premiere of HBO’s newest series,… Continued

Case Study: Happy Deal: Moms Drafted to Help Give the McDonald’s Brand a Big Mac Makeover

July 21st, 2008 by

Company: McDonald’s Agency: Morgan & Myers, Arc Worldwide Timeframe: 2007 Although McDonald’s has had a long history of serving fast food and feeds nearly 27 million U.S. customers every day, there have always been questions… Continued

Case Study: PR Execs Crunch Numbers and Conduct Research To Help Alleviate Financial Burden of College Education

March 31st, 2008 by

Company: AllianceBernstein Investments Agency: Tiller, LLC Timeframe: 2006 – present Although a college education may be a necessity in today’s competitive job market, it is virtually unaffordable for many families across the country. As college… Continued

Case Study: Repositioning an Iconic Brand is Sweet Spot For the Girl Scouts of the USA

March 10th, 2008 by

Company: Girl Scouts of the USA Agency: CRT/tanaka Timeframe: July 2006-March 2007 The Girl Scouts of the USA’s (GSUSA) cookie program arguably is its most iconic brand asset nationwide, despite the organization’s decision in 2006… Continued

Case Study: Googling for a Cause: A PR Partnership Goes Digital on Behalf of the Darfur Crisis

January 28th, 2008 by

Companies: Google, United States Holocaust Memorial Museum and BrightEarth Project Timeframe: 2006-ongoing The United States Holocaust Memorial Museum in Washington, D.C., wanted visitors to learn about the ravaging effects of the modern-day genocide in Darfur.… Continued

Case Study: Sleepless in San Diego: A Media Relations Campaign Awakens Plight of the Homeless

November 5th, 2007 by

Company: San Diego Rescue Mission Agency: Cook & Schmid Timeframe: 2005 – 2006 For over 50 years, the San Diego Rescue Mission, which started off as a soup kitchen, has been serving 10,000 homeless men,… Continued