B2B

Marketing to the business world

Decision Making


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how UPS, the logistics company, used a sports theme to boost brand love among small and medium-sized businesses and attract them as new customers.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study explains the concept of Thunderclap, a social media tool which allows people to spread messages through grassroots supporters, including three brand examples.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study outlines a lobbying campaign by The Design and Technology (D&T) Association to persuade the UK Government to retain D&T as a compulsory subject taught in British schools.


Effie Worldwide, Bronze, North America Effies 2014

This case study demonstrates how Cottonelle, the toilet paper brand, boosted brand sales of its Flushable Cleansing Cloths in the US by encouraging consumers to recognise the benefits of using moist wipes as part of their toilet routine.


Effie Worldwide, Silver, North America Effies 2014

This case study describes a US business to business (B2B) campaign by Adobe, the software company, promoting its digital marketing measurement solutions through a series of myth-busting videos and ads.


Effie Worldwide, Gold, North America Effies 2014

This case study explains how Pantene, the haircare brand owned by P&G, tackled declining sales in the US by developing targeted digital in-app ads for women, partnering with the Weather Channel and retailer Walgreens.


Effie Worldwide, Bronze, North America Effies 2014
This case study describes how MINDDRIVE, an experiential learning program from Kansas City that encourages at-risk students to continue their education, used an innovative social media campaign to expand the program across the US. The MINDDRIVE program teaches at-risk students how to apply mathematics and science to convert gas-powered cars into electric, consistently achieving 100% high school graduation rates in the process.

Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Philips Norelco, an electric shaving brand, attracted men aged 18-24 to the electric shaving category with an attention-seeking and humorous campaign in the US.


Effie Worldwide, Silver, North America Effies 2014

This case study describes a business to business (B2B) campaign by Siemens, the engineering and electronics conglomerate, which used an event - launching the first commercial rocket to the International Space Station - to raise awareness of its Product Lifestyle Management (PLM) software.

WARC RECOMMENDS


WARC BRIEFING

B2B

An overview of the B2B marketing sector


CASE STUDY

American Express: Small Business Saturday

How a financial services giant established a national event


ARTICLE FOCUS

How best to market to professionals?

Millward Brown on using media to reach a B2B audience


ARTICLE FOCUS

Brand strategy for B2B companies

What B2B and B2C brands have in common