Case Studies

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How Conservation International Used Virtual Reality to Overcome Obstacles

October 17th, 2017 by

How can a modest nonprofit make audience members aware of conservation issues in a far-off part of the world? Mixing technology and PR tactics helped Conservation International (CI) achieve its goals. This case study explains how CI did it and the lessons it learned.

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Case Study: How a Cat Litter Used Emotion to Change Its Underdog Brand Status

October 10th, 2017 by

Learn from a case study how a cat litter brand took on larger brands and forged an emotional tie with customers to gain awareness and social traction.

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PR Alchemy: Promoting a Project When Basic Details Are Unavailable

October 3rd, 2017 by

A PR firm was primed to publicize the launch of an HGTV series about Pittsburgh-based home renovator Kris Bennett. Trouble was details about the date, time and content of the show were kept secret until just weeks before the premiere episode. This case study examines how the PR team handled this perplexing issue.

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How a Former Brand PR Pro Upgraded a Church’s Earthly Messaging

August 29th, 2017 by

A 2200-member church hired a former corporate PR pro with design training to make its brand more approachable and bring it into the modern age. The pro has responded with an integrated media plan that leans heavily on graphic elements.

LOS ANGELES, CA - APRIL 24:  Director Ron Howard speaks onstage during the Los Angeles Premiere Screening of National Geographics 'Genius' the Fox Theater on April 24, 2017 in Los Angeles, California.  (Photo by Tommaso Boddi/Getty Images for National Geographic)

How a 17-Year-Old Brand Changed Public Perception in 12 Packed Days

June 19th, 2017 by

Can a 17-year-old brand in the television space shout loud enough to make sure stakeholders hear that it’s about to undergo a major rebrand? This case study describes how National Geographic Channel planned and executed a whirlwind campaign, mounting more than 30 events during 12 busy days in April.

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An Integrated Campaign Meets Challenge of Two Skeptical Demo Groups

June 12th, 2017 by

Nearly every new product must break through the clutter of a crowded market. In the case of Cellfina, it had to do this and more. For years, women had tried to defeat cellulite with a bevy of creams, lotions and exercises. Few if any found relief. This meant Cellfina had to convince a skeptical market that it was more than just another empty promise.

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The Economist Group Taps VR, 3-D, Food and Sports to Tout Porsche

May 8th, 2017 by

As people spend more time online, brands are constantly competing to break through the barrage of digital content and ads to drive consumer engagement. Advertising and content marketing campaigns must offer compelling content that provides value to keep consumers’ attention. The Economist Group combined VR, 3-D, food and sports to bring attention to a new Porsche.

Mellow Yellow. Not: The Barnacle affixed to a car’s windshield. Source: Havas PR

Parking Reboot: How a Startup Used Serendipity to Grab Media at Low Cost

March 20th, 2017 by

Parking enforcement technology hadn’t evolved much since the invention of the boot, a driver’s nemesis since the 1940s. The ubiquitous metal device is attached to the wheel of a car whose owner often is guilty of having failed to pay multiple parking tickets. Weighing nearly 50 pounds, the boot requires a police officer or parking official to haul the object around, kneel down (sometimes in or near traffic) and attach it. A startup company developed an alternative to the boot. Here’s how it attracted attention.

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How Influencers, a Road Trip and Video Helped Duck Tape Fly High

March 6th, 2017 by

“New.” It’s the magic word reporters worldwide love. But what if your product isn’t new? How do you gain media interest when said product has been around since World War II and already is a leading consumer brand (and has been for decades)? Such was the dilemma facing Duck® brand. It wanted to show its audiences that Duck Tape® remains relevant, exciting even, while engaging new audiences unfamiliar with the brand’s unlimited possibilities. Here’s how they did it.

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How PR Sweetened the Tale of City’s Sewer Project

January 30th, 2017 by

Not every campaign you undertake will deal with a glamorous subject. Still, as this case study about a sewer project shows, you can use the same kind of PR tactics that are deployed for sexier topics.