Case Studies
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How National Grid Positioned Energy Efficiency as a Business Opportunity
B2 Awards September 5, 2023National Grid launched the “More Opportunities in More Places” campaign, leveraging industry-specific imagery and unexpected messaging that highlighted the business benefits of energy-efficiency.
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How Protiviti Amplified Its Sponsorship at WIB Week
B2 Awards September 5, 2023Protiviti created an integrated campaign incorporating multiple channels to amplify its sponsorship at WIB Week and to honor exceptional women leaders in business.
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How Sage Engaged SMBs with the Sound Advice Podcast
B2 Awards September 5, 2023To help engage SMB owners more deeply and change the perception of its brand, Sage created the Sound Advice podcast, which served as a masterclass in building a brand without being overly promotional.
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How SAS Is Using America’s Pastime to Improve Youth Data Literacy
B2 Awards September 5, 2023To combat a growing issue of data illiteracy among U.S. Americans, SAS created “The Batting Lab” — a high-tech batting cage that analyzed more than 50,000 data points within youth baseball players’ swings and provided tips on how to become better hitters.
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How Smartsheet Leveraged a Sports Sponsorship to Power Its Purpose
B2 Awards September 5, 2023Smartsheet leveraged its Formula 1 sponsorship to showcase nonprofits and initiatives meant to empower oft-overlooked communities.
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How This B2B Company Distinguished Itself
B2 Awards September 5, 2023B2B event organizer DMG targeted the Middle East region with a particular focus on sales and marketing exhibitors, trade buyers from interior and design industries, as well as future-focused hotels, leisure and gym spaces and owners that require indoor space(s) that meets consumer demands.
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How This B2B Company Used Content to Deepen Connections
B2 Awards September 5, 2023Red Wing Shoe Company’s campaign targeted U.S. and Canadian enterprise businesses with $10 million or more in revenue within the energy, manufacturing, construction, services, warehousing, and transportation industries.
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How This Company Is Promoting Forest Sustainability
B2 Awards September 5, 2023Forest Stewardship Council’s (FSC) campaign targeted decision makers in companies that make or sell products that use forest-based materials, government, and NGO leaders. To do this, a complete redesign turned FSC.org from a cold and technocratic turnoff into an inspirational recruitment engine that encourages more businesses to become FSC-certified.
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How This Company Promoted Drone Safety Through Gaming
B2 Awards September 5, 2023FirstEnergy’s campaign elevated awareness of drone/powerline dangers and elevated positive sentiment for the brand. The campaign targeted U.S. customers across FirstEnergy’s footprint, as well as teens, tweens, and parents of teens/tweens who own a drone or are considering the purchase of a drone and safety-minded parents.
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How This Health Care Company Targeted the C-Suite with Thought Leadership
B2 Awards September 5, 2023Health care company Optum developed an ambitious thought leadership program to engage business decision-makers.
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How Vanguard Earned New Business with a Simple Messaging Tweak
B2 Awards September 5, 2023To improve its standing within the financial services sector, Vanguard launched a campaign that positioned financial wellness as an ongoing process rather than a single achievable moment.
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How ZS Used AI to Sell AI
B2 Awards September 5, 2023ZS used a mix of AI-generated creative and unique thought leadership content to build a landing page that convinced key decision makers in health care that the technology brand could be a partner in leading the industry into the future.
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IBM’s Podcast with Malcolm Gladwell Highlighted a New Brand Platform
B2 Awards September 5, 2023To promote its “Let’s Create” brand platform, IBM partnered with iHeart and Malcolm Gladwell to produce a podcast that highlighted developers, data scientists, technologists, and engineers — the modern economy’s creators.
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In the Fight Against Climate Change, Twelve Is Making an Impact
B2 Awards September 5, 2023Twelve — a carbon-capture company — launched a rebranding campaign that not only changed the company’s name but also resulted in the creation of a short film series explaining how Twelve could help other brands go carbon-free with cutting-edge technology.
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Juniper Networks Leveraged AI in Its Demand Generation Campaign
B2 Awards September 5, 2023The Juniper Networks’ “Demand More” campaign targeted global C-level decision makers aged 35 and over who are risk averse, technical, and outcome driven. The campaign generated 51 percent pipeline growth, a 44 percent increase in the value of SQOs, and year-over-year enterprise revenue growth of 38 percent.
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Microsoft Invites its B2B Audience to a Private Island in the Metaverse
B2 Awards September 5, 2023Microsoft engaged its reseller partners with an invitation to the metaverse.
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OHBM-NY Launched an OOH Campaign to Illustrate How It Opens Doors
B2 Awards September 5, 2023One Hundred Black Men of New York created an OOH campaign illustrating how the organization opens doors for African Americans in New York.
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Panasonic Highlights Moments That Matter to Reclaim the Interest of Blue-Color Workers
B2 Awards September 5, 2023Panasonic expanded the positioning of its Toughbook beyond device ruggedness, evoking emotion to reclaim the interest of blue-color workers and create momentum for sales.
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Payoneer Takes a Persona-Based-Approach to Drive Uplift Among Decision Makers
B2 Awards September 5, 2023Payoneer created a persona-based platform to meet the unique needs of its different audiences, helping the brand achieve a 27 percent uplift in incremental registrations.
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Prysmian Turns to the Justice League to Liven up a Boring Category
B2 Awards September 5, 2023To liven up a dull industry, Prysmian Group created a campaign that turned its products into Justice League-inspired superheroes dedicated to making its customer’s jobs easier.
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