Since 1857, Klein Tools has manufactured its product in the US. Recently, though, it’s expanded globally and begun producing tools overseas. Some of its US-based customers voiced their displeasure on social media about the company’s move to foreign manufacturing. Here’s a case study of how Klein Tools used videos to respond.
Case Studies

How Klein Tools Used Videos to Calm Flare-Ups About Global Manufacturing
March 27th, 2018 by Greg Palese
How McDonald’s Uses a Former Superhero to Raise Awareness and Sales of Its Dollar Menu
February 13th, 2018 by Seth ArensteinWe often examine PR campaigns once they’re over as subjects for case studies. This time we take a slightly different route, looking at how a McDonald’s constructs a campaign whose goal is to attract the Hispanic market to its new Dollar Menu.

How a Residential Apartment Brand Stood Out in a Sea of Sameness as It Extended Its Footprint
December 5th, 2017 by Kristen GucwaRichman Signature Properties became the new luxury division of The Richman Group , the nation’s 7th largest residential apartment owner. The Richman Group had been known only for developing affordable housing. Here’s how it ramped up its tactics and strategy to become a known entity in the highly saturated luxury apartment market.

PR Lessons From the NFL, Facebook and Weinstein
October 19th, 2017 by Seth ArensteinThe machinations on Capitol Hill and in the White House have provided a plethora of PR lessons. Yet there also is plenty to feast on beyond the Beltway. As examples we look at PR lessons from the NFL’s National Anthem case, the Weinstein scandal and Facebook’s about-face on Russian advertising and the 2016 presidential election.

How Conservation International Used Virtual Reality to Overcome Obstacles
October 17th, 2017 by Maureen MccartyHow can a modest nonprofit make audience members aware of conservation issues in a far-off part of the world? Mixing technology and PR tactics helped Conservation International (CI) achieve its goals. This case study explains how CI did it and the lessons it learned.

Case Study: How a Cat Litter Used Emotion to Change Its Underdog Brand Status
October 10th, 2017 by Jean BrodersLearn from a case study how a cat litter brand took on larger brands and forged an emotional tie with customers to gain awareness and social traction.

PR Alchemy: Promoting a Project When Basic Details Are Unavailable
October 3rd, 2017 by Erin O’Connor and Hollie GeitnerA PR firm was primed to publicize the launch of an HGTV series about Pittsburgh-based home renovator Kris Bennett. Trouble was details about the date, time and content of the show were kept secret until just weeks before the premiere episode. This case study examines how the PR team handled this perplexing issue.

How a Former Brand PR Pro Upgraded a Church’s Earthly Messaging
August 29th, 2017 by Megan FerrellA 2200-member church hired a former corporate PR pro with design training to make its brand more approachable and bring it into the modern age. The pro has responded with an integrated media plan that leans heavily on graphic elements.

How a 17-Year-Old Brand Changed Public Perception in 12 Packed Days
June 19th, 2017 by Chris AlbertCan a 17-year-old brand in the television space shout loud enough to make sure stakeholders hear that it’s about to undergo a major rebrand? This case study describes how National Geographic Channel planned and executed a whirlwind campaign, mounting more than 30 events during 12 busy days in April.

An Integrated Campaign Meets Challenge of Two Skeptical Demo Groups
June 12th, 2017 by Rob Catlin, Megan DriscollNearly every new product must break through the clutter of a crowded market. In the case of Cellfina, it had to do this and more. For years, women had tried to defeat cellulite with a bevy of creams, lotions and exercises. Few if any found relief. This meant Cellfina had to convince a skeptical market that it was more than just another empty promise.