The Golden Flag Award, founded in 2010, aims to lead innovation in the public relations industry by gathering exemplary campaign cases. 17PR, the organizer of the award, selected a total of 24 award-winning cases in this collection. It is a showcase of the companies and organizations in China that were innovative in supporting communities, serving the society, building strong brands, and generating shareholder value, which have become the ideals of many socially responsible businesses today. The collection is impressive in several aspects. The campaign cases cover a wide range of products and services, including automobiles, motorcycles, electronics, financial services, sporting goods, pharmaceutical and health supplements, food and beverage, mobile devices, retailing, and foundations and universities. Such a broad scope of cases makes the collection highly representative.
Author(s): Golden Flag Award Committee
Edition: 1
Publisher: McGraw-Hill Asia
Year: 2022
Language: English
Pages: xii; 223
City: Singapore
Tags: Business & Economics; Public Relations
Cover
Public Relations Case Studies
Contents
Foreword
Preface
Introduction
GFA: Responsibility Award
Case Study 1: BMW: China Culture Journey
Case Study 2: BMW: Children’s Traffic Safety Education
Case Study 3: BMW: JOY Home
Case Study 4: HUAWEI: Cloud for Good Advertisement
Case Study 5: ANTA: Brighten the Future with Enduring Love Campaign
Case Study 6: Lilly: The First Colorectal Cancer-themed Musical in China
Case Study 7: Joincare: Chronic Disease Outreach Docuseries
GFA: Brand Communication Award
Case Study 8: ICBC Private Banking: What Is Confidence?
Case Study 9: Decathlon: Restoring the World through Dopamine
GFA: Marketing Effectiveness Award
Case Study 10: Tang Wealth: Financial Carnival
Case Study 11: Baidu: Circle Marketing of Xiaodu Among the Elderly
Case Study 12: UNSW: Chinese Student Recruitment Digital Campaign
GFA: Public Relations Practicing Award
Case Study 13: Xijiu: Drinking Xijiu on the Mid-Autumn Festival
GFA: Content Marketing Award
Case Study 14: Laiyi: Power Off for One Hour
Case Study 15: Caltrate: GUQI Achieves Wishes
GFA: Brand Public Relations Award
Case Study 16: Tencent: 99 Giving Day Launch Conference
Case Study 17: GWM: Measure the New Height of Mount Everest
GFA: Digital Marketing Award
Case Study 18: Tencent: Back to the Past Campaign
Case Study 19: Honor: V30’s First 5G Mobile Live Broadcast
GFA: Marketing Public Relations Award
Case Study 20: TAILG: At the Summit of Mount Everest
GFA: Social Media Operation Marketing Award
Case Study 21: Bilibili: Public Science Day
Case Study 22: Far East: Social Media Matrix Operation
GFA: Social Media Campaign Marketing Award
Case Study 23: Happy Valley: Weibo Marketing Event for Olympic Champions
GFA: MCN and Short Brand Video Content Marketing Award
Case Study 24: Jingdong(JD): Smart Home, Smarter Homeowner
