PR Campaigns

Public relations as a marketing channel

PR Campaigns


Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a campaign by Gillette, the shaving brand, which used women's preference for clean-shaven men to increase sales of its premium razor product in India.


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how a Tokyo-based communications company used communal exercise to build morale after the 2011 Japanese tsunami and other disasters.


Connie Xu, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Chips Ahoy!, a food brand owned by Mondelez International, set out to dominate April Fool's Day in China by targeting a young audience.


Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant , Warc Prize for Asian Strategy, Entrant, 2014

This case study sets out how Johnson's Baby, the baby care brand, improved its brand metrics by urging Indian mothers to donate their old baby items to less privileged families.


Shubhrojyoti Roy , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Pepsi, one of the many sponsors of the 2012 T20 Cricket World Cup in Sri Lanka, wanted to create a low-budget branding property; one that stood out from a dozen others in the cricket stadium and generated a buzz that would be reflected in its sales in India and Sri Lanka.


Anthony Harris and Tony Quinn, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Garnier Ultralift, the skin care product owned by L'Oréal, cut through scepticism about the cosmetic brands' scientific claims and increased sales.


Tom White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.


Trevor Hardy, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study shows how Gillette, the shaving brand, adapted to changing consumer preferences for facial hair that had left its clean-shaven brand persona behind, by partnering with a UK charity to advertise its ProGlide Styler product.


Orlando Hooper-Greenhill, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how KitKat, the confectionery brand, moved into global digital marketing to take ownership of 'modern breaks', building on its long-standing 'breaks' positioning whilst recognising changes in what breaks mean to people.

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CASE STUDY

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Using ambush marketing to get media attention