The Work
Campaign Case Studies
More than 500 apply to win wedding at an Aldi store
Aldi USA’s comms director Kate Kirkpatrick shares the inside story of the Happily Ever Aldi campaign.
Why Smartsheet gave its F1 advertising space to nonprofits
The Sponsor X campaign helped the brand raise awareness for causes it cares about.
Over 1,000 apply to paid gig to design the best beer journey across the US
The job was posted by RV membership program Harvest Hosts.
Inside the National Abortion Federation’s #ItsYourCall campaign
The organization partnered with celebrities and creative agencies to reach abortion seekers.
How a food influencer’s chicken salad recipe helped WeightWatchers create its most popular TikTok video
A viral video of Nish Godfrey eating the meal led the weight loss brand to partner with the influencer.
Arby's Smoked Bourbon leads to 24% increase in rewards program sign ups
The bourbon sold out in less than two minutes.
How one organization is tackling underage drinking
Responsibility.org is targeting individuals and businesses that might illegally supply minors with alcohol.
Little Leaf Farms customer ‘tastemonials’ lead to 10% sales increase
Emails and voicemails from fans served as the centerpiece for the lettuce producer’s latest campaign.
Boycott Qatar 'blackout' protest kicks off
A global social media campaign has launched to boycott the World Cup's quarter-final, which coincides with International Human Rights Day.
Discover Puerto Rico shares what it truly means to ‘Live Boricua’
The campaign’s “people-centric themes” are drawing consumers, says CMO Leah Chandler.
How Nespresso is supporting worthy causes nominated by employees
The company has helped provide shelter to homeless LGBTQ+ youth and aided underrepresented students with their college journey.
Makeup brand inspires fans to donate blood
Inside Lottie London’s Blood for Beauty campaign.
Invisalign uses Roblox to highlight advantages of aligners over braces
The brand is using the metaverse to 'demystify’ the orthodontist’s office.
How Canada lured American tourists back after it ended COVID-19 rules
The number of U.S. visitors to Canada dropped from 15 million in 2019 to 1.9 million in 2020, an 87% decrease.
20,000 fans attempt to win real gold from Rold Gold
The pretzel brand sent consumers on a scavenger hunt to celebrate its 106th anniversary and new packaging.
How Samsonite inspired people to use paid vacation days
The campaign aims to get people to rethink the always-on mentality around the work and hustle culture.
Degree helps marathon runners with physical conditions to cross the finish line
The runners, who previously didn’t finish a race, were given a second chance to achieve their dreams.
Why a Swedish island is celebrating one resident’s ‘really lousy lawn’
Gotland essentially ran a “competition for lazy people” to help solve an important issue.
How one kid’s ‘pure love of corn’ led him to become South Dakota’s ‘corn-bassador’
South Dakota Department of Tourism’s Katlyn Svendsen shares how the state capitalized on the “Corn Kid” phenomenon.
Inside Sherri Shepherd’s cross-country move with Hertz and ‘Oprah-esque’ giveaways
Shepherd moved from Los Angeles to New York to host new show Sherri.
Crisis Corner
Timeline of a crisis: Balenciaga stumbles as it walks back questionable campaign images
The fashion house's multiple apologies for controversial imagery used in its recent campaigns have come with empty pledges and little substantive follow-through by the fashion brand.
Timeline of a crisis: Brooklyn Nets discipline star Kyrie Irving
The NBA franchise condemns point guard Kyrie Irving’s anti-semitism with vigor.
Timeline of a Crisis: Bed Bath & Beyond fumbles inflated stock price and leadership shuffle
After a top-five shareholder reshuffled Bed Bath & Beyond’s leadership deck before cashing out, the home goods retailer’s stock prices soared before crashing, with a class action lawsuit and a death as collateral damage.
Timeline of a Crisis: Delta Air Lines navigates perfect storm of summer travel woes
Operational obstacles amid a boom in flight bookings threw Delta’s service up in the air.
Timeline of a crisis: Elon Musk and Starlink step up to the plate for Ukraine
The SpaceX CEO made an altruistic decision to quickly provide Ukraine with internet after a tweet from a high-ranking official.
Timeline of a Crisis: The CDC muddles the messaging
The health organization caused confusion and irritation with inconsistent policy change and muddled messaging with the onset of the Omicron variant of COVID-19.
Timeline of a Crisis: Meta tries to save face during a defining PR crisis
Denying wrongdoing and responsibility, Meta’s rebranding fails to address serious problems, corrosive to democracy and a civilized society.
Timeline of a Crisis: OnlyFans backpedals on porn ban but fails to move forward
Although OnlyFans is thriving financially, it failed to transform its business, reputation or investor relations, where it seemingly had made some progress.
Timeline of a Crisis: ExxonMobil CEO’s attempt to clean up lobbyists’ spill
Video leaked of lobbyists saying the company was undermining Biden's climate push.
Timeline of a crisis: Burger King gets burned
The fast food giant was under fire after campaign suggests ‘women belong in the kitchen.’
Timeline of a crisis: Cyberpunk 2077
The video game took 7 years to hit the shelves, but it still left fans dissatisfied.
Timeline of a crisis: Wells Fargo CEO’s victim-blaming gets torn apart online
Wells Fargo’s Charles Scharf was criticized heavily after victim-blaming Black people in regards to talent recruitment.
Timeline of a crisis: Lack of transparency fuels unrest over Kenosha shooting
The escalation of turmoil in Kenosha is the latest instance of social unrest triggered by law enforcement.
Timeline of a crisis: Facebook fails in response to ad boycott
Civic groups 'disappointed' after meeting with CEO Marc Zuckerberg as more than 300 companies take part in boycott.
Timeline of a Crisis: The British royal family had another annus horribilis
Scandal after scandal has left the Royal Family scrambling this past year.
Timeline of a crisis: The We Company's IPO-plosion leaves reputation in tatters
It's very likely no amount of good PR could've saved the co-working startup.
Timeline of a crisis: Walmart takes aim at gun violence in America
What the retailer did right in its response to shootings at stores.
Timeline of a crisis: Fatal crashes spread panic among airlines and consumers alike
Boeing chairman, CEO and president Dennis Muilenburg came under fire after a second Boeing 737 Max 8 crashed in March.
Timeline of a crisis: The #MeToo movement comes to Google
Google was hit with one of its worst crises yet after revelations about former exec Andy Rubin
Timeline of a crisis: Tesla and the most expensive tweet ever
Social media outbursts from Tesla CEO Elon Musk have cost the company in terms of fines, market value, and executive Twitter privileges.
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