How Corning broke the rules in online video - and won

Describes the viral success of an online video by Corning, a global glass manufacturer that wanted to reposition itself away from its historical association with Pyrex glass cookware, a brand it sold 15 years ago.

How Corning broke the rules in online video - and won

Geoffrey Precourt Warc

When Corning, a company that makes glass, decided to experiment with marketing via online video, it seemed to break every rule:

  • Shorter is generally seen as better. But Corning's...
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