Dawn Kelly, VP and account team leader for global communications at Prudential, explains that the economy severely impacted 401(k) retirement plans and prompted Prudential Retirement to create a new model to help ensure retirement security.

RetailMeNot.com, a site for online discounts and coupon codes, sought to drive traffic. Knowing that Twitter users tend to shop online, it worked with Schwartz PR to reach its key demographic of women ages 18 and 39.

Gift of Hope, an organ and tissue donor network, worked with the San Jose Group to initiate a campaign that would engage Chicago's Hispanic community.

Unilever's Stacie Bright and Sophie Ann Terrisse of STC Associates square off over whether or not celebrities make effective brand ambassadors.

When Special K launched "Be Victorious" in January, the effort quickly drew parallels to the "Campaign for Real Beauty" by Dove.

Cinnabon wanted to launch a new cupcake product by original Cinnabon creator Jerilyn Brusseau, as well as celebrate the retailer's 25th anniversary.

The Hartford Financial Services Group wanted to raise awareness as it rolled out a new consumer auto insurance product in five markets.

Monique Frew, director of marketing and PR for Eades Appliance Technology (EAT), explains that education was critical to last October's launch of Sous Vide Supreme, a first-to-market consumer appliance that cooks food in a water bath.

To launch its social media presence, Orlando/Orange County Convention & Visitors Bureau wanted a meaningful program that would generate content that would live beyond a campaign.

Brammo, an Oregon-based electric vehicle manufacturer, launched its first product last year: the Enertia electric motorcycle.