Case Studies

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

Case Study: Dove’s Brand Awareness Finds Beauty In Real Women

August 20th, 2007 by

Company: Dove-Unilever Agency: Edelman Timeframe: 2004 – present Boosting brand awareness in the cluttered health and beauty products market is tricky, but the global beauty brand Dove distinguished their U.S. launch of the Dove Campaign… Continued

Case Study : For One Pharmaceutical Group, a PSA Serves Up a Dose of Reality

August 7th, 2006 by

Company: Purdue Pharma Agency: Fenn Communications Group/The McGinn Group Timeframe: Six months Budget: $2.5 million Potent prescription pain medications have seen their fair share of publicity in recent years, with personalities as large as Rush… Continued

Case Study : Let’s Go to the Video…and Score Online PR Success!

April 17th, 2006 by

Companies: Grecco Gear; Denver Public Library Timeframes: 2003 to present; March 2006 Video content has enhanced many PR campaigns, either through the traditional use of VNRs or b-roll footage or in special promotional tapes sent… Continued