SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

JetBlue, an airline brand, created an influencer outreach campaign in the US to promote JetBlue Mint, its new, premium, in-flight experience.

Case Study

The Hoffman Agency, a public relations firm, demonstrated how storytelling applies to business communications by creating an informative microsite and the Periodic Table of Business Storytelling in the US.

Case Study

Kampgrounds of America (KOA), encouraged campers in North America to try KOA by launching a programme of events to connect with five key target groups.

Case Study

Pax World Investments, an investment firm, used PR to launch its Invest like a Feminist campaign in North America, raising awareness of gender equality and its sustainable business practices.

Case Study

Weber Shandwick, a global PR firm, launched two Healthcare Share #preparetoprotect events in Minneapolis and Chicago to help healthcare organisations understand and prepare themselves for cyberattacks.

Case Study

Women's March, a global protest for women's rights, used PR to spread its message from Washington, to around the world.

Case Study

DuPont, a fertiliser brand, provided information for farmers and growers by creating two localised landing pages and promoting them through a multi-media campaign in the US.

Case Study

Catelli, a Canadian pasta brand, connected its brand with modern Canadian families by launching a contest where they could win a $10,000 family reunion.

Case Study

Johnson & Johnson, a pharmaceutical and consumer packaged goods manufacturing company, launched a campaign in the US to raise brand awareness and perception, and establish itself as the leading corporate voice connecting humanistic stories with medical innovation.

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Paqui, a tortilla chip brand, created the One-Chip Challenge, which got consumers to eat the world's spiciest tortilla chip, in order to increase brand awareness in the US.

Case Study

AMAG Pharmaceuticals, a pharmaceutical company, launched a campaign in the US to promote its product – Intrarosa (Prasterone) – which eases the severe pain that women experience during intercourse due to menopause.

Case Study

Pantene, a hair care brand, launched an earned-led media campaign in the US to promote its product to, and engage with, consumers of African ancestry.

Case Study

Weber Shandwick, a global PR firm, launched a campaign in the US to help companies navigate their responses to political events.

Case Study

State Street, a financial services company, launched a campaign in the US to tackle the low numbers of women in corporate leadership positions.

Case Study

Wendy's, an American fast-food chain, used PR to end the misconception that its beef was frozen.

Case Study

Method, a cleaning product company, increased brand visibility by creating a shareable public service announcement about the importance of hand washing, featuring comedian Tiffany Haddish.

Case Study

CloudCraze, a B2B commerce platform, created new business in the US by building an online calculator that convinced prospects to share key data in exchange for a report.

Case Study

American Greetings, a greeting card company, showed a new generation in the US how meaningful card-giving is by creating two online videos on two common, but unacknowledged problems.

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Alaska Airlines, an airline company, created the Eclipse Flight, which used the 2017 Great American Eclipse to increase brand awareness by taking news outlets on a flight that followed its path.

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Incyte, a pharmaceutical company, and ABC, an American broadcasting company, increased awareness for MPNs (a group of rare blood cancers) by launching an integrated campaign that drove people to information on a designated website.

Case Study

Aeronaut, a brewery, launched a campaign with The Lights Out, a music and light band, to lift the band's online presence and increase beer sales in the US.

Case Study

Jameson, an Irish whiskey brand, launched a campaign in the US to increase brand loyalty and authenticity.

Case Study

The BBC, a British public service broadcaster, created a story for its Newsnight programme that educated a new audience on AI technology by visiting the Microsoft campus.

Case Study

P&G, a multi-national consumer goods corporation, relaunched its My Black is Beautiful (MBIB) community-building program by creating a short film that highlights conversations that black parents have to have with their children about bias.

Case Study

Pimax, a technology company specialising in VR and based in China, aimed to reach a new global audience through a crowdfunding campaign for the launch of its new 8K VR headset.