About

Today's transparent social media environment has dramatically shifted the rules of "doing good business," and global marketing organizations are evolving to address new challenges and opportunities. The assumption of responsibility and the adoption of greater transparency are now critical to how any brand or business plays its proper role in society.

Yet, is a mix of charitable giving, CSR programs, and "green" initiatives enough for the demands of consumers in an Age of Transparency? More companies are embracing big, sustainable ideas that demonstrate true marketing innovation. Their goal is to deeply connect with their customers' passions and values. When done right, business growth is often a result, as is making a world of difference.

This new way of working truly represents a global revolution in marketing objectives and possibilities.

CLICK HERE for the Summary of the Marketing Makes a World of Difference Think Tank featuring Unilever, Vestas Wind Energy, Digicel and Terracycle.

THE AWARDS:
What, Where & When

 

We’ll highlight Ten Top Case Studies in May in New York by-invitation marketer event atop Three Times Square.
 
We’re looking for work that defines a new marketing thinking that contributes to literally doing good, while contributing to brand growth and demonstrating the importance of the marketing function within the corporation. 

2017 Case Study Winners

CSSN, Touché! PHD/Bimm, Canada

Canada has one of the world’s highest bullying rates, so The Canadian Safe School Network wanted to find a way to raise awareness around this issue that has encroached online. To make the point, CSSN targeted key journalists, bloggers and influencers with increasingly aggressive digital “bully” ad messages—to make the point of unrelenting and upsetting bullying can be.

Results…

Google, The Better Wishes, OMD Taiwan, Taiwan

Google had become a part of the daily lives of millions of Taiwanese people. But, Google wanted to achieve more. The brand was looking to engage with audiences at key national moments, making its brand relevant to important local culture.

A digital version of New Year’s wishes—instead of a dangerous tradition of burning “paper lantern” messages—changed behaviors and increased safety and environmental concerns.

Results…

Oetztal Tourismus, Save Me / The Ski Pass that Saves Lives, Mediaplus / Serviceplan, Austria

Skiing and snowboarding are more popular than ever, but every year more than 5.000 people worldwide are buried by avalanches. During the search for the victims every second counts. A simple and inexpensive GPS device was located in every ski pass at Soelden with remarkable outcomes.

Results…

Hindustan Unilever, The Story of an Unborn Child: Chamki

The absence of basic hygiene is the reason nearly 6 million children die every year before their fifth birthday. About half of these deaths occur because of infectious syndromes like diarrhea and pneumonia which can be prevented with a simple habit of hand washing. Lifebuoy wanted to reach out to and educate the larger masses in India on the importance of hand washing in the neo natal stage of a child.

Chamki was the name of a fictional little girl who sent a video to her mother from the future—asking to live long enough to be 5 years old. The story ignited the concerns of a nation.

Results…

SK-II (Procter & Gamble) Marriage Market Take-over, Forsman & Bodenfors China

SK-II (Procter & Gamble) Marriage Market Take-over, Forsman & Bodenfors China
SK-II is a Japanese prestige beauty brand owned by Procter & Gamble and marketed as a premium skin care solution in East Asia and Australia, as well as part of Europe, and North & South America

SK-ll launched #changedestiny, an ongoing global campaign to inspire and empower women to shape their own destiny. This execution shows how the brand Bravely Stood Up for China’s ‘Leftover’ Women (Unmarried After 25) in the “Marriage Market Takeover.”

Results…

Tourisme Québec, Blind Love, Touché! PHD Canada

When looking at the travel industry, Québec is facing tough competition. They had to distinguish themselves from well-known destinations. By focusing on how the region stimulates all 5 senses, they showed how a blind traveler could experience one of the most wonderful experiences of his life.

Results…

Nivea Doll, FCB Brasil, São Paulo – Nivea

This initiative has received tremendous acclaim for doing good. It won at Cannes, and it topped the list for the recent Good Report, which identifies campaigns that promote social responsibility. This wonderful doll that turns red with too much sun exposure, also scored in business results, too.

Results…

MAGGI….The MAGGI Diaries. Middle East, MEC

While MAGGI dominates the cooking aide category in the Middle East, it has become increasingly difficult to sustain differentiation. MAGGI needed to elevate the brand and take from the kitchen into the real world. It did so by addressing issues that Arab women face.

Through a terrific video series, a mix of older and younger women act as Ambassadors who travel across the region meeting exceptional women who have overcome challenges to make a real change in their community - such as Aisha el Channa in Morocco who campaigns passionately to change the perception of single moms, and Lina Khalifeh in Jordan who builds self-confidence by teaching women self-defense. MAGGI not only raised awareness on these issues,
but also contributed to projects important to women, like building a new school in the poor village of Agouti in Morocco.

Plus, its compelling content makes it one of the best watched series—
not on TV, but on YouTube.

Results…

Microsoft #MakeWhatsNext m:united//McCANN

Even though Microsoft is a technology leader, its mission is to empower every person and every organization on the planet to achieve more. To do that, Microsoft is focused on finding the very best STEM (Science, Technology, Engineering, and Math) talent— today, and tomorrow. The company’s future depends on it.

The STEM talent pool is already coming up short: with an estimated 2.4 million unfilled STEM jobs by 2018 , there simply aren’t enough qualified candidates—which could stall advances in everything from cancer research to emojis. And since only 6.7% of women graduate with STEM degrees, closing the gender gap is critical to closing this global STEM talent gap. We literally need women to change the world.

Results…

SHELL #makethefuture MediaCom

Shell is a modern company dedicated to addressing the world’s future energy needs, but it’s hard to convince Millennials that it’s anything but an old “big oil” behemoth. It’s also difficult to reach an 18-34 target—who will be the next generation of business decision-makers— with traditional media.

Shell’s multi-year #makethefuture initiative is a huge umbrella with multiple campaigns and initiatives with innovations like Pavegen tiles, which use the kinetic energy of footsteps to generate electricity. Shell broke through to an audience that didn’t trust it with a global Millennial initiative that featured seven bright energy ideas, six international artists, five continents and one purpose: a global collaboration to support cleaner energy.

Results…

 

How To Enter

Just answer these 8 defining questions, and provide supporting links, images or video examples of the program

1

Outline the marketing situation to which the program responded.

2

Describe the critical insight or insights that became the foundation for the program. 

3

How was marketing’s role central to this initiative?

4

Tell us about key tactics employed and why they may be considered pioneering. 

5

How did the program impact people’s lives or their quality of life?

6

How did the program positively affect the brand or change attitudes toward the brand? 

7

Discuss how the success of the project and how it was measured.  For example, did it engender brand growth, impact the bottom line, or create a new business model?

8

Describe how this program may be a template for other markets or exemplify worldwide best practices. 

Click Here For The Entry Form

Please aim to keep answers to roughly 300 words.
Image uploads of under 5mgs can be added to the form, or send larger file through file sharing, or upload to our FTP site:   www.exavault.com 
In the top right corner… Username: internationalist Password: magazine2003
Folder: WorldOfDifference Just upload your folder…


ENTRY FEES:

The fee to enter is USD $495 per entry.  Click here to pay by credit card.  You can also request an invoice.

"These go beyond CSR; they represent new business models. The role of marketing is still to create future demand for products and services. Today, marketing also drives new programs for new generations. Marketers must be at the forefront of the business—thinking 5, 10 or even 15 years ahead of the sales cycle.”—Morten Albaek

The criteria for
judging the case studies
for Marketing Makes
a World of Difference.


1. Outline the marketing situation to which the program responded.

2. Describe the critical insight or insights that became the foundation for the program.

3. How was marketing's role central to this initiative?

4. Tell us about key tactics employed and why they may be considered pioneering.

5. How did the program impact people's lives or their quality of life?

6. How did the program positively affect the brand or change attitudes toward the brand?

7. Discuss how the success of the project and how it was measured. For example, did it engender brand growth, impact the bottom line, or create a new business model?

8. Describe how this program may be a template for other markets or exemplify worldwide best practices.

Have Questions?

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