PR Campaigns

Public relations as a marketing channel

PR Campaigns


Matt Buttrick, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study demonstrates how the British Heart Foundation (BHF) charity combined a well-known celebrity, catchy song and easy-to-remember formula to increase the likelihood of the British public trying cardiopulmonary resuscitation (CPR) in the event of a cardiac arrest.


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.


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.


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.


Anna Bleers, Matt Sundstrom, Kate Houghton, Elizabeth Brown and Larry Gies, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study shows how Lays, a snack brand owned by PepsiCo, adapted a global campaign for the US market to boost customer engagement and grab the attention of millennial consumers.


Richard Storey, Institute of Practitioners in Advertising, Gold, Best New Learning, IPA Effectiveness Awards, 2014

This case study demonstrates how Transport for London and the Olympic Delivery Authority communicated with Londoners to prevent breakdown in the public transport network during the London 2012 Olympic Games.


Nick Radley and Greg Phitidis, Institute of Practitioners in Advertising, Gold, Small Budget, IPA Effectiveness Awards, 2014

This case study demonstrates how Pancreatic Cancer Action (PCA) publicised the symptoms of pancreatic cancer in the UK, in order to improve the chance of early diagnosis.


Zhao Zhang, Tony O'Toole and Paul Simonet, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Land Rover, the car manufacturer, took a new approach to marketing by focussing on shared experience and content for the launch of its Range Rover Sport model.

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CASE STUDY

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Using ambush marketing to get media attention