Our Work
We are proud to have enduring relationships
with some of the world’s most dynamic brands
Our clients are with us for the long run. Ninety percent of our largest clients have been with us for more than a decade.
Global Brands
Dove / #KeepTheGrey
When Canadian TV journalist Lisa LaFlamme was suddenly let go from Canada’s most popular news program, reports arose that her grey hair didn’t align with what the network believed to be “changing viewer habits,” sparking widespread outrage. For Dove, dedicated to widening the stereotypical view of beauty, we saw an opportunity to fight back against ageism and sexism in the workplace.
We launched #KeepTheGrey – an initiative to help eliminate barriers women face as they choose to age beautifully on their own terms. In addition to a commitment to donate $100K to Catalyst, a global non-profit dedicated to women’s inclusion in the workplace, Dove “went grey” on all its platforms, turning its iconic gold logo grey and starting a social movement – supported by influencers and social content – encouraging people to change their profile pictures to greyscale in solidarity
Results:
1B+ Earned Impressions
18K Social Mentions
700+ Earned Stories and Broadcast Mentions
Starbucks
Comprehensive, real-time brand research to build and sustain trust
Our Client faces a rapidly changing consumer landscape with increasing demands for transparency and social responsibility. They needed real-time data and insights to help them manage their trust capital amid regular product and company announcements and ongoing reputational risks.
To address this, Edelman DXI stood up an echelon of intelligence, employing daily global coverage reporting and quarterly Edelman Trust Management Surveys to ensure various business units and C-Suite executives all have their fingers on the pulse of brand-related conversation and its potential reputational impact.
Additionally, we introduced our client to Edelman’s proprietary AI-driven trust monitoring software, Trust Stream. Integrating this technology allowed us to demonstrate for our client which media coverage was most impactful in contributing to and detracting from their brand Trust, and it helped contextualize Trust trends given concurrent online and social conversation - ultimately informing key strategic business decisions.
Vaseline / See My Skin
Less than 6% of image-based search results show skin conditions on people of color – leading to 25% higher mortality rates for life-threatening conditions like skin cancer.
To address this problem, Vaseline created the first-of-its-kind search platform, See My Skin, the only database designed to search conditions on skin of color and connect patients with dermatologists who understand their skincare needs. In partnership with VisualDx and HUED, Vaseline® developed an unparalleled search experience for people of color and helped provide people access to quality and impartial skin care with a robust database of board-certified dermatologists. The platform also offers educational resources that provide expert recommendations on how to treat and monitor skin at home, understanding when to seek a dermatologist for proper care and how to best prepare for an appointment.
Results:
42 Industry Awards
1430% Increase in people seeking dermatological care
CVS Health
CVS Health aimed to revolutionize consumer health experiences and become the most consumer-centric healthcare organization. To achieve this, the company embarked on a multi-year transformation, uniting over 300,000 employees across 6,200 stores and 19 offices under a shared vision. Edelman was brought in to help create an employee experience platform, driven by the belief that great customer experiences start with great employee experiences (CX = EX).
Results:
935K views
1.86M Impressions
iShares
Helping the new generation of end investors play the financial long game
In a very competitive media environment, iShares wanted to launch a brand activation that would enable it to stand out and raise awareness among a younger and more diverse group of investors. Another element of the challenge was to pivot a typically marketing-forward approach to focus on prioritizing earned media, especially among press that the brand typically did not appear in. Edelman partnered with iShares and its creative agency to advise on a first-of-its-kind sports marketing activation. As part of the partnership with iShares, each player:
Dedicated a set portion of their total iShares sponsorship compensation ($100K) to an investment portfolio. Committed to participating in an individual financial coaching session with personal finance expert and iShares Future Baller$ coach, Lauren Simmons – one of the youngest Black women to become a full-time trader working on the floor of the New York Stock Exchange.
Results:
From June 13th through June 27th, the iShares Baller$ campaign generated 141 mentions across online news/blogs and publicly available social media channels.
These 141 mentions produced 2.7K engagements (blended metric of likes, shares, and comments) and accounted for a potential reach of 121M.
Discussion of the campaign was evenly split between online news/blogs (71 results) and social media (70 results).
The brand appeared in multicultural and sports publications, Ebony and The Boardroom, which iShares historically had not.
Talent generated the most views and engagement via Instagram, You Tube, Twitter: total social engagements 54,664, total video views: 479,862.
Ajinomoto / #TakeOutHate
During Covid-19, Chinese restaurants in the U.S. faced a devastating 70% drop in sales, closing at double the rate of other restaurants. Ajinomoto, a leader in frozen food manufacturing, wanted to support this struggling industry that supports them as one of their major buyers. With the U.S. sheltered-in-place, Ajinomoto turned takeout into a tool for reappraisal and activism, launching a campaign to normalize delivery from Asian restaurants.
The Edelman team created an unbranded, celebrity-driven video highlighting the xenophobic challenges faced by these restaurants and urged viewers to support their local Asian-owned eateries. The campaign's hashtag #TakeOutHate spread across social media, encouraging consumers to share their support for Asian restaurants and tag friends and family to do the same.
Results:
2.5K Unique Restaurants Spotlighted
1.3B Impressions
5M+ Video Impressions
+53% Increase in Positive Sentiment
Culture Makers
eBay / Fashion Show
eBay redefined fashion history by launching the first-ever officially sanctioned pre-loved fashion shows during New York and London Fashion Weeks—where consumers could shop the runway in real-time via eBay Live. In collaboration with the Council of Fashion Designers of America (CFDA) and the British Fashion Council (BFC), eBay launched Pre-Loved Fashion Week—the first of its kind. The initiative featured daily drops of curated pre-owned pieces from the world’s top designers, coinciding with their new collections at Fashion Week. Shoppers could access these exclusive items in real-time through eBay Live, transforming fashion shows into interactive shopping experiences.
Results:
Covered in more than 30+ Top Outlets
3B+ Impressions
22K+ Live Viewers
eBay / Sneaker Culture
We created an eBay experience to bring back “Sneaker Culture.”
As the largest and oldest sneaker marketplace, eBay was looking for a way to drive that differentiation.
Edelman working with eBay to lean into the fact that eBay is known for having both deadstock and pre-owned sneakers, giving back to the community they built by opening a pop-up shop with exclusive access to buy cult sneakers at a special price.
Partnering with Offset and local LA sneakerhead influencers, the event grabbed the attention of media and local stars like Quincy Combs and DJ Skee.
Results:
740M Placements
70% Foot Traffic Driven by Social
+25% Increase in Sales
Lululemon / #DupeSwap
Lululemon confronts dupe culture with the first ever ‘dupe swap’ to remind the world who invented the category.
Lululemon hijacked the dupes conversation in social, media, and IRL, taking something that was a threat to the brand and turned it into an opportunity. The team achieved over 230 media placements in Vogue Business, Teen Vogue, WWD, Fashionista, Good Morning America and national broadcast coverage with a dedicated segment on CNN.
Results:
1.7B+ Impressions
92% Positive-to-Neutral Sentiment
+56% Increase in New or Lapsed Guests
3.6M Views of Owned Content
Allegra / Creating Cleaner Commutes with Allegra
As air pollution worsens around the world, so do allergy symptoms. Most people may not know that pollution produces 3x the amount of histamine in the body versus allergies alone. At this rate, by 2050, 50% of people will suffer from some kind of allergy. That’s why we created Allegra Airways – a usable map that shows how air pollution and pollen interact along the routes we use to navigate around our cities, starting in New York City. Simply enter your start and end destination at www.allegra.com/airways to find your path to cleaner air, factoring in real-time Air Quality Index (AQI) and pollen (e.g. ash, grass, ragweed) levels.
Allegra also sponsored a small fleet of NYC pedicab rides for Climate Week attendees, taking them on the cleanest route to get from point A to point B. Climate Week delegates, reporters, and passersby were able to hop in the Allegra Airways pedicab and watch the technology on an iPad take them on the cleanest route, factoring in the real-time air pollution and pollen levels.
Results:
2.7M Impressions
50+ Pieces of coverage
790K Video Plays
Perdue / A Different Kind of Thanksgiving
The holiday season is a quiet period for Perdue business when turkey, ham and beef consumption increases and chicken sales slow. But this year, the holidays looked decidedly different with more people canceling big family gatherings and home cooks tiresome of cooking one more meal.
To give people Thanksgiving dinner in the smallest and easiest way possible, Perdue created ThanksNuggets – a limited-edition turkey nugget featuring a dark meat drumstick and a white meat turkey shaped nugget with flavors of cranberry, stuffing and sweet potato.
We navigated a busy news cycle of heated election coverage and cluttered holiday food coverage to bring forward smart, strategic thinking through visual assets, media mailers and outreach to national lifestyle, food and beverage, marketing outlets.
Results:
300 Top Tier Media Placements
1.9M Impressions
Sold out in 3 minutes
Technology Partners
Duolingo
In 2023, Duolingo was looking for an agency to deliver strategic communications recommendations designed to embed their app in pop culture. They also aimed to position themselves as a leader in AI technologies while remaining committed to their mission of providing universal access to education. The solution? Tap into culture to connect with and win over Gen Z, as they hold immense influence and gravitational pull over every other generation; Gen Z backs brands that take action to better the world.
Since winning the business as Duolingo’s AOR, the Edelman account team has engaged the Gen Z Lab to support a wide variety of strategic campaigns and initiatives, from trend tapping to strategic advisory and campaign consultation
DoorDash x Chloe Bailey
DoorDash’s membership subscription is a key driver of sales and cross category exploration — two key metrics for our client. But, in the crowded world of grocery/restaurant delivery apps, we were challenged to make DashPass the must-have subscription in the category.
Introducing DashPass Drops — highly-covetable, limited-edition items and experiences available only with DashPass membership. And then we dropped our first-ever #DashPassDrop, Make ‘Em Sweat, a limited run hot sauce collab with singer, actress, and Gen Z cultural icon, Chlöe Bailey.
The day before the drop, we teased the collab on Chlöe and DoorDash’s social channels — with earned embargoes also lifting that day. A Tasty placement followed, and Gen Z consumers and media alike started buzzing. Thousands of people streamed into DoorDash looking to snag the sauce. And at release, the drop “sold out” in less than 30 minutes.
Results:
1.9B Earned Impressions
2.5M+ Social Engagements
Sold Out in Less Than 30 Minutes
DP World / The Move to -15
Container shipping plays a crucial role in ensuring equal access to food worldwide, but it comes with an environmental cost.
Edelman helped create the B2B creative platform, called The Move to -15°. It questioned the necessity of the standard freezing temperature of -18 degrees Celsius for shipping frozen food. It was discovered that raising the temperature by three degrees would not harm the food but could significantly reduce global warming, saving 25 terawatt-hours of energy and 17.7 million tons of carbon annually.
The strategy focused on turning competitors into partners by presenting robust data that supported the temperature change. DP World targeted global companies within the cold chain shipping industry, emphasizing the collective benefit of moving from -18°C to -15°C for the planet's sake. The campaign was launched at COP28 and successfully challenged an industry standard that had reigned for about 100 years.
Results:
60% of global shipping container industry has signed on
4.4M views organic and paid for hero video
11% increase in overall trust for DP World
Samsung / Positioning MX as the brand for the Global Goals
To help Samsung clearly articulate its purpose of defying barriers to progress, Edelman developed Generation17, an initiative that elevates the voices of young leaders accelerating progress for the SDGs and unleashes their influence globally. Edelman worked with Samsung to expand its partnership with the United Nations Development Programme to rally a community of young leaders from Latin America, Asia & the Pacific, Africa, Europe and the Middle East and equip them with technology, mentorship, peer networking and event engagement to advance their work. Generation17 launched in October 2020 to celebrate the 75th anniversary of the United Nations with four young leaders.
Results:
Impacted 14 young leaders, advancing 17 SDGs
30M+ Impressions
70+ News Articles
COP28 / Transforming COP28 to create a historic set of outcomes
The world couldn’t afford COP28 to be another talking shop. It had to be the most meaningful action stop since Paris on the road to 2030.
Edelman immediately set up a Special Projects team built around its world class Communications Advisory offering. An embedded global team in Abu Dhabi, combining strategists, climate and policy specialists, integrated communications leads, and vertical best-in-class activation teams, was supported by in-region deployment. Working directly with the COP28 President, Presidency Team, Policy, Negotiations and Diplomatic teams, Edelman developed and executed a comprehensive action-orientated COP28 campaign plan, across the four pillars of COP28 – accelerating the energy transition, fixing climate finance, putting lives and livelihoods first, and full inclusivity.
Results:
Working as the central galvanising point for the COP28 campaign, Edelman and communications delivered a historic set of outcomes. Our work helped shape global understanding of the UAE and the COP28 Presidency Team being the deciding factor in unlocking a series of firsts. Deploying a comms advisory model Edelman was able to turn COP as a talking shop into COP28 as the action stop on the road to 2030.
PwC / Check Your Blind Spot
To tackle a societal issue as large as unconscious bias, PwC needed to inspire the people who could command change—CEOs. Partnering with PWC, Edelman created "CEO Action Check Your Blind Spots Tour," a mobile tour aimed at raising awareness about unconscious bias in the workplace.
Through a series of immersive and interactive experiences, including but not limited to virtual reality and a video testimonial booth, guests were exposed to the nuances of unconscious bias and given the chance to learn about the 850+ companies and educational organizations committed to affecting change toward a more inclusive society. Guests had an opportunity to take the I Act On Pledge, committing to make diversity and inclusion a priority in their lives. This campaign involved 116 events across corporate campuses, trade shows, and festivals like CES and SXSW that educated thousands of participants on diversity and inclusion.
Results:
79% Increase in CEO Action signatory partners joining the coalition
290M+ Earned Impressions
65K+ Pledges
Virtusa / Google Cloud Next Debut
In 2023, Virtusa made its debut at Google Cloud Next. With a limited budget and on-site presence, Virtusa faced the challenge of standing out among larger competitors while positioning itself as a key Google Cloud partner.
DJE worked with Virtusa to implement a creative, cost-effective strategy, combining on-site and digital promotions. The approach included aligning its branding with Google Cloud's event theme, thought leadership on AI, targeted paid advertising, and on-site media engagements. A thought leadership perspective positioned Virtusa as an expert authority on AI and a resource for companies navigating their digital transformations. We promoted it via targeted paid advertising and on-site media engagements, using the perspective to establish relationships with respected media leaders in the enterprise and cloud technology ecosystem.
Results:
2.92% LinkedIn CTR
0.41% Display CTR
31 Onsite Leads