The very best of measurement in action

Case Studies

Measurement and evaluation is increasingly the go-to communications discipline of choice of leading organisations – many of them globally-recognised brands – in guiding their public relations efforts, shaping future strategy and gauging reputation.

This latest batch of case studies are edited versions of AMEC Gold Award winning entries and showcase the very best of measurement in action.

CRISIS COMMS

NOT FOR PROFIT

B2C

PUBLIC SECTOR

INNOVATION AWARDS

PLAIN ENGLISH AWARDS

FRAMEWORK CASE STUDIES

CRISIS COMMS

New Case Study

Best crisis comms measurement and reporting

Title: Managing Crisis and Reputation

Client: Isentia

Member: Plus Expressway

NOT FOR PROFIT

New Case Study

The Step Change Award

Title: The World Bank's Communications Measurement and Evaluation Framework

Client: The World Bank

Member: The World Bank

Communication is a key driver of the World Bank’s ability to deliver financial and political support and establish global thought-leadership. In 2018, it launched a Measurement and Evaluation programme…

New Case Study

Best multi-market reporting

Title: UNICEF’s communication measurement framework - four years of 'glocal' impact' for children

Client: Unicef

Member: Unicef

A comprehensive evaluation of results was vital in supporting the world’s leading children’s organisation develop forward-looking strategies and to deliver on its new Strategic Plan…

New Case Study

Best campaign in the public and not-for-profit sectors

Title: Prison Officer Recruitment

Client: Ministry of Justice (UK)

Member: Ministry of Justice (UK)

A UK Government department uses a new campaign evaluation process, and low cost PR, to improve perceptions of the role of prison officers in a drive to create a safer environment in the UK’s prisons…

Best use of a measurement framework

Title: N/A

Client: Museum of London

Member: Cision / Museum of London

One of London’s leading museums is using a measurement framework to align its communications objectives and increase awareness of its overall offer, as it faces challenges with a lack of visibility of a new site…

Best measurement of a not-for-profit campaign

Title: White Ribbon 2016

Client: White Ribbon Day

Member: Isentia

White Ribbon Day is held annually and aims to end violence towards women, but the topic of domestic violence is so complex that it requires a more detailed view and sensitive analysis than low cost tools can provide…

Best campaign in the public and not-for-profit sectors

Title: Nation's Ode to the Coast

Client: National Trust

Member: Mischief

Reversing low public awareness of its work caring for the coast, and an all-time low public connection with the coastline, were two drivers behind a comprehensive measurement programme to ensure that the National Trust’s communications goals were being met…

Best use of measurement for a single event

Title: “David Bowie is”

Client: Victoria & Albert Musem (V&A)

Member: Gorkana

AS THE WORLD’S greatest museum of art and design, The Victoria and Albert Museum in London (V&A) exists to educate and inspire. In common with other national British museums, entrance to the V&A has been free since 2001, so membership and ticketed exhibitions are essential for driving revenue. The V&A has large galleries devoted to temporary exhibitions and, in a...

Best use of a measurement framework

Title: Nation's Ode to the Coast

Client: National Trust

Member: Mischief, National Trust & Gorkana

Consumer PR is crucial in shaping, shifting and sharing the National Trust’s story to retain and attract supporters. However, every pound spent on PR needs to be proven effective, so creative PR measurement and evaluation are critical…

Best measurement of a not-for-profit campaign and for a single event

Title: The CEO SleepOut™ – Rise to the Challenge

Client: CEO SleepOut™ Trust

Member: Ornico

HOW CAN measurement support a global movement, which sees the business elite sleep under the stars on one of the longest and coldest nights of the year to raise awareness and funds for the homeless, ignite a new wave of philanthropy in South Africa and simultaneously drive social change…

Best campaign in the public and not-for-profit sectors and best use of a measurement framework

Title: Evaluation of the Pink Sari Project

Client: Multicultural Health Communication Service

Member: University of Technology (UTS) Sydney, Australia

IMMIGRANTS FROM INDIA and Sri Lanka are one of the fastest growing ethnic groups in New South Wales (NSW), Australia. Women aged 50 to 74 are expected to account for further future growth in immigration, but this is the age group in which they are most susceptible to breast cancer. Recent data shows that this group has amongst the lowest...

Best multi-market reporting

Title: UNICEF Measurement Framework – A Year of Learning

Client: UNICEF

Member: Main partners include Gorkana (a Cision company) and Ketchum Research

UNICEF IS AIMING to introduce an evidence-based approach to communications, but how best can such a decentralised organisation, with a presence in more than 190 countries, capture the diversity and allow learning from the wealth of information and experiences globally in a more systematic way – and provide an overarching measurement methodology…

B2C

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New Case Study

Best use of a measurement framework

Title: Better Starts

Client: Kellogg's

Member: Cision

Negativity around the perceived amount of sugar in breakfast cereals prompted a global brand to develop an integrated measurement framework to track a far-reaching campaign in response to the criticism…

New Case Study

Best use of integrated communication measurement/research

Title: New Year Campaign

Client: Slimming World

Member: Cision

A well-known weight-loss organisation uses integrated measurement to track the quantity and quality of media outputs, measure how these have changed target audience perceptions and driven membership…

New Case Study

Best use of measurement for a single event

Title: Exhibition Stockholm – “The world’s first photo competition and exhibition in augmented reality”

Client: Adobe Nordic

Member: Spotlight

A solid measurement framework helps to engage an important new target group against a backdrop of explosive growth in smart-phone camera usage…

Best measurement of a consumer campaign

Title: ŠKODA goes off-road for success

Client: ŠKODA UK

Member: PRIME Research

Beating a growing car brand’s previous most successful car launch was a tall order, but qualitative media analysis was to play a critical role in developing, fine-tuning and assessing the launch communications…

Best use of a measurement framework

Title: Nation's Ode to the Coast

Client: National Trust

Member: Mischief, National Trust & Gorkana

Consumer PR is crucial in shaping, shifting and sharing the National Trust’s story to retain and attract supporters. However, every pound spent on PR needs to be proven effective, so creative PR measurement and evaluation are critical…

Best use of integrated communication measurement/research

Title: Flight EK521 crisis report

Client: Emirates Airline

Member: CARMA

The world’s largest international airline faced a global reputational crisis when one of its aircraft crash-landed and exploded into flames at Dubai International Airport. Real-time monitoring and impactful analysis helped guide a 24/7 global crisis communications effort and gave the airline the insights it requires to manage the situation effectively…

Best use of measurement for a single event

Title: ŠKODA goes off-road for success

Client: ŠKODA UK

Member: PRIME Research

Beating a growing car brand’s previous most successful car launch was a tall order, but qualitative media analysis was to play a critical role in developing, fine-tuning and assessing the launch communications…

Most innovative use of measurement in a digital campaign

Title: Using a constructive guideline to optimize company digital performance for Goodyear Tire Company

Client: Goodyear

Member: Kantar Media

Enabling an international tyre brand to react instantly to the constantly shifting Chinese social media landscape, ultimately resulted in changing negative online user perceptions of the brand and a significant improvement in online performance…

Best PR measurement on a budget (The Little Acorns Award)

Title: Philips PerfectCare – Evaluating PR’s Effectiveness

Client: Philips UK

Member: Ketchum and One Voice Connect Measurement (OVCM)

THE COMMON business challenge facing this company was how best to launch a breakthrough product in garment care, while differentiating it from competitor products. Engaging consumers to first trial, then share their experiences online, produced some startling results -including a No 1 slot in UK garment care for the company…

Most innovative use of measurement in a digital campaign

Title: Hyper Sharp Liner

Client: Maybelline New York

Member: iSentia Brandtology

A TOP USA cosmetics brand found its No.1 eyeliner under threat from international and local competitors in Hong Kong’s booming beauty products market. A decision to relaunch, through a one-month integrated campaign that leveraged the increasing use of social media by the product’s target audience, proved the success of transiting consumers from online to offline, and has created further opportunities...

Best use of social media measurement

Title: Chengdu Pambassador: The Cutest Job in the World

Client: Chengdu Municipality (PRC)

Member: Ogilvy Public Relations, Beijing

ALTHOUGH home to one of the world’s busiest airports, China’s fourth largest city wasn’t appearing in many China travel itineraries. A victim of the country’s East-West divide, even its hi-tech pedigree, from producing half the global supply of laptop chips, a fifth of all computers in the world and 80 percent of Apple’s iPads, was failing to translate into visitor...

Best use of communication management: business-to-consumer

Title: Aquafresh Kids

Client: GSK

Member: Gorkana

HOW the Tooth Fairy helped the UK’s largest healthcare company demonstrate the impact of PR on sales of a leading toothpaste brand, a breakthrough for the communications team, which is also now being used to inform many of the company’s investment decisions…

Best use of communication management: business-to-consumer

Title: Skin Stories

Client: Godrej UK (Bio-Oil)

Member: Pegasus

DISCOVER how one of the UK’s best-selling skin treatments for scars and stretch marks, first launched in 2003, beat off all-comers – without any New Product Development in the pipeline, or a UK specific website. By using social media to engage customers online, the company not only retained its market leader position, but was able to secure new customers and...

PUBLIC SECTOR

New Case Study

Best campaign in the public and not-for-profit sectors

Title: Prison Officer Recruitment

Client: Ministry of Justice (UK)

Member: Ministry of Justice (UK)

A UK Government department uses a new campaign evaluation process, and low cost PR, to improve perceptions of the role of prison officers in a drive to create a safer environment in the UK’s prisons…

Best measurement of a public sector campaign and best use of integrated communication measurement/research

Title: Missing Type

Client: NHS Blood and Transplant

Member: Gorkana

WHILE DONORS HELP to save and transform countless lives by giving 3,500 organs and two million blood donations each year, research shows that, on average, three people in need of an organ donor die each day; one organ donor can help as many as nine people; and every blood donation can help up to three people. So, how can the...

Best use of social media measurement

Title: Chengdu Pambassador: The Cutest Job in the World

Client: Chengdu Municipality (PRC)

Member: Ogilvy Public Relations, Beijing

ALTHOUGH home to one of the world’s busiest airports, China’s fourth largest city wasn’t appearing in many China travel itineraries. A victim of the country’s East-West divide, even its hi-tech pedigree, from producing half the global supply of laptop chips, a fifth of all computers in the world and 80 percent of Apple’s iPads, was failing to translate into visitor...

Best use of communication management

Title: Research into Age Discrimination, Age Stereotyping and Ageism

Client: Australian Human Rights Commission

Member: iSentia/URBIS

CASUAL stereotyping in the media of older people, and the elderly, frequently leads to senior citizens being positioned as a burden on society, resulting in discrimination and ageism. Learn how a unique collaborative research effort led to a concerted drive to engage the media and advertisers in bringing about a sea change in attitudes towards older people in Australia, including...

HEALTHCARE

New Case Study

Best use of integrated communication measurement/research

Title: New Year Campaign

Client: Slimming World

Member: Cision

A well-known weight-loss organisation uses integrated measurement to track the quantity and quality of media outputs, measure how these have changed target audience perceptions and driven membership…

Best use of integrated communication measurement/research

Title: New Era for Stroke

Client: Stroke Association

Member: Cision / Stroke Association

A leading stroke charity had to persuade the UK Government to develop a new “stroke strategy”. A measurement programme, allied to two outcome-based reports, allowed the charity to optimise its PR tactics and demonstrate its role in getting the right response from the Government…

Most impactful client recommendations arising from a measurement study

Title: Note 7

Client: Samsung

Member: Cision / Samsung

A highly flexible analysis programme allowed a global smartphone brand to develop its strategy to target key audiences efficiently, while reacting rapidly to the developing crisis around the launch of one of its flagship devices…

Most impactful client recommendations arising from a measurement study

Title: White Ribbon 2016

Client: White Ribbon Day

Member: Isentia

White Ribbon Day is held annually and aims to end violence towards women, but the topic of domestic violence is so complex that it requires a more detailed view and sensitive analysis than low cost tools can provide…

Most impactful client recommendations arising from a measurement study

Title: Using PR research to inform policy, positioning and stakeholder engagement

Client: International Diabetes Federation

Member: Commetric

INCREASINGLY AWARE that the global debate surrounding diabetes, sugar and obesity was converging, the International Diabetes Federation knew it needed to engage outside of the diabetes ‘world’ and to stake its position in the media debate. But how could the Federation build the strategic alliances and partnerships necessary to strengthen its impact…

Innovation award for new measurement methodologies

Title: Change4Life Sugar Smart

Client: Change4Life

Member: Public Health England

A successful communications campaign drove changes to parental purchasing habits, leading to significant reductions in the purchase of featured high-sugar product categories, and in children’s intake of sugar, one of the main causes of obesity in the UK…

Best use of communication management: business-to-consumer

Title: Aquafresh Kids

Client: GSK

Member: Gorkana

HOW the Tooth Fairy helped the UK’s largest healthcare company demonstrate the impact of PR on sales of a leading toothpaste brand, a breakthrough for the communications team, which is also now being used to inform many of the company’s investment decisions…

BUSINESS

New Case Study

Most effective B2B PR campaign

Title: The State of Digital Commerce 2017

Client: Episerver

Member: Wildfire PR

A powerful digital commerce campaign demonstrates the power of a hero piece of content in driving engagement throughout the sales funnel…

New Case Study

Best measurement of a business-to-business campaign

Title: CETELEM-BNP PARIBAS MEDIA REPUTATION METRICS: Media KPIs to improve the brand positioning

Client: Cetelem- BNP Paribas

Member: Cecubo Group

The personal finance brand of a leading international bank faced specific communication challenges, including general negativity around the sector following the economic crisis. Advanced KPIs were used to gauge reputation and manage the communication…

Most effective B2B PR campaign

Title: BrightHR: It Pays To Play

Client: BrightHR

Member: Smoking Gun PR

Expert-led reports helped deliver a highly-effective campaign that propelled an absence management software client into the headlines of the national and B2B press and made it stand out against the competition…

Best measurement of a business to business campaign

Title: Revitalising Media Relations

Client: Tesco

Member: NEWTON Media Group

Understanding that a re-energised media presence would build confidence and facilitate better engagement with stakeholders, the subsidiary of a leading international retailer needed evidence to prove the need for a change in approach…

Best use of measurement for a single event

Title: JLR Dubai International Motor Show

Client: Jaguar Land Rover MENA

Member: Salience Insight

HOW A LEADING luxury car brand was able to use measurement to track competitor activity; media reaction to the launch of its concept car; and the effectiveness of its media spokespeople, and wider communications strategy, at one of the world’s premier motor show events…

Best multi-market reporting

Title: Best multi-market reporting

Client: Maersk

Member: Retriever Denmark

A GLOBAL conglomerate operating in more than 130 countries with highly diverse media landscapes, Maersk places significant value on comprehensive media evaluation of the group’s quarterly financial statements and the huge volume of media coverage its industries generate worldwide. But would near-instantaneous, formative evaluation enable them to track areas requiring potential communication improvement…

Best use of measurement for a single event

Title: Developing Philips’ Integrated PESO Content Strategy for the 2016 World Economic Forum

Client: Philips

Member: OneVoice Connect (OVC)

IN THE increasingly crowded global social conversation around the World Economic Forum, a leading business brand faced some specific measurement challenges, including how to use insights gained from social conversations during WEF to inform its overall digital content and communications strategy…

OTHERS

New Case Study

Content impact and quality measurement

Title: Country reputational perception study

Client: Anonymous Government entity

Member: CARMA

A one-off study of reputational perceptions of a Middle Eastern country offered deep insights and revealed differences of opinion regarding the country’s policy and initiatives…

New Case Study

Best use of measurement for a single event

Title: Exhibition Stockholm – “The world’s first photo competition and exhibition in augmented reality”

Client: Adobe Nordic

Member: Spotlight

A solid measurement framework helps to engage an important new target group against a backdrop of explosive growth in smart-phone camera usage…

New Case Study

Most innovative use of measurement in a digital campaign

Title: Unleashing the New Retail Experience

Client: Harbour City Estates Ltd

Member: Isentia

A new livestream social media marketing strategy, using innovative social media research and measurement, engages mainstream consumers and reinforces brand reputation in a highly-competitive market…

New Case Study

Content impact and quality measurement

Title: Content impact and quality measurement

Client: Global cosmetics brand

Member: Carma

A sophisticated social media measurement programme assesses the impact and quality of content posted by the regional HQ of a global chain of cosmetics stores and their paid partners…

The Platinum Grand Prix for the most effective media intelligence, research & insights company campaign

Title: ŠKODA goes off-road for success

Client: ŠKODA UK

Member: PRIME Research

Beating a growing car brand’s previous most successful car launch was a tall order, but qualitative media analysis was to play a critical role in developing, fine-tuning and assessing the launch communications…

Most innovative use of measurement in a digital campaign

Title: The UK’s First Ever Sports Social Media Index

Client: Umpf

Member: Umpf

A CHANCE remark by a staff member during an agency’s quarterly review meeting set in motion a chain of events, which resulted in the UK’s first-ever, sport-themed social media index – an annual league table benchmarking success and now firmly part of the social media calendar – and met the agency’s key goal of putting it on the new business...

Measurement Innovation

Title: Understanding communications as a predictor of business change and operationalizing the Barcelona Principles

Client: Golin

Member: Golin

AN INNOVATIVE measurement model is proving to be an important step forward in the journey toward understanding and reporting on the business impact of public relations, and has already been successfully applied to a wide range of communications assignments…

Best use of measurement for a single event

Title: UK-Russia Year of Culture

Client: British Council

Member: PR News

2014 WAS ANNOUNCED the UK-Russia Year of Culture in a diplomatic agreement between the countries. This Year of Culture included hundreds of different events held either in Russia or Great Britain. Those events belonged to different spheres: art, education, music, theatre, etc. The British Council was the key organiser of the Year…

INNOVATION AWARDS

New Case Study

Innovation Award for new measurement technologies

Title: Mental Health First Aid Training for Schools

Client: Department of Health and Social Care (DHSC)

Member: Department of Health and Social Care (DHSC)

A novel approach to ROI helps a UK Government department meet a pledge to improve mental health services and protect and support those living with mental health problems…

Innovation award for new measurement methodologies

Title: Change4Life Sugar Smart

Client: Change4Life

Member: Public Health England

A successful communications campaign drove changes to parental purchasing habits, leading to significant reductions in the purchase of featured high-sugar product categories, and in children’s intake of sugar, one of the main causes of obesity in the UK…

Innovation Award for new measurement technologies

Title: Meet Your Army: A New and Improved Toolbox to Measure Army Outreach

Client: U.S. Army, Office of the Chief of Public Affairs

Member: Barbaricum LLC

AS MEDIA ATTENTION shifts from the conflicts in Iraq and Afghanistan, resulting in less exposure for the U.S. Army, how can one of the world’s mightiest military forces stop a growing disconnect with the American population against a backdrop of budget cuts and shrinking resources…

Innovation Award – Reputation Rating Factor

Title: Reputation Rating Factor

Client: PR News

Member: PR News

PR NEWS launched the Reputation Rating Factor Study to meet the market demand and client requests to outline key performance indicators (KPIs) that best satisfy the goals of media performance evaluation…

PLAIN ENGLISH AWARDS

Plain English award for simplicity in campaign effectiveness measurement and reporting

Title: Competitive landscape analysis

Client: US-based global bank

Member: Mediaverse

The Australian banking market is a complicated environment with significant public trust issues, ongoing regulatory reviews, and shifting consumer behaviour. A global US bank client felt it was missing opportunities to influence its target audiences, so required objective evidence of competitor activity and media strategies…

Plain English award for simplicity in campaign effectiveness measurement and reporting

Title: Big Change Starts Small

Client: Y&R New Zealand

Member: Isentia

DISCOVER HOW measurement is being used in the fightback against growing rates of adult and child obesity in New Zealand, starting with analysis of how the issue – particularly child obesity – is being discussed in traditional and social media…

Plain English Award

Title: Run for love

Client: Johnson Health Tech. Co. Ltd

Member: Ogilvy Public Relations, Taipei

ONE OF the world’s leading manufacturers of fitness equipment was able to overcome concerns about its treadmills seeming too professional, and its stores too intimidating, in a novel campaign that appealed to consumers’ deeper emotional instincts – and transformed perceptions…

FRAMEWORK CASE STUDIES

New Case Study

Best crisis comms measurement and reporting

Title: Managing Crisis and Reputation

Client: Isentia

Member: Plus Expressway

New Case Study

Best use of a measurement framework

Title: Better Starts

Client: Kellogg's

Member: Cision

Negativity around the perceived amount of sugar in breakfast cereals prompted a global brand to develop an integrated measurement framework to track a far-reaching campaign in response to the criticism…

Missing Type campaign

Title: Valid Metrics Framework Case Study

Client: Stroke Association

Member:

NHS Blood and Transplant (NHSBT) is a Special Health Authority. It provides a wide range of services to the National Health Service that save and improve lives. The authority encourages people to donate organs, blood, stem cells and tissues and ensures that a safe and adequate supply of blood and blood components is delivered to hospitals across England and North...

Action on Stroke Month campaign

Title: Valid Metrics Framework Case Study

Client: Stroke Association

Member:

The Stroke Association is a UK charity whose purpose is to prevent strokes and achieve life after stroke through providing services, campaigning, education and research. Stroke is one of the biggest causes of death and disability and yet gets much less attention and funding than comparable health concerns such as heart disease and cancer…

The ‘Stoner Sloth’ Anti-Cannabis Campaign

Title: Valid Metrics Framework Case Study

Client: National Cannabis Prevention

Member:

NHS Blood and Transplant (NHSBT) is a Special Health Authority. It provides a wide range of services to the National Health Service that save and improve lives. The authority encourages people to donate organs, blood, stem cells and tissues and ensures that a safe and adequate supply of blood and blood components is delivered to hospitals across England and North...

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