SABRE Awards

Benchmarking the best PR work from across the globe

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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.

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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.

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

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

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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.

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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.

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

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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.

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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.

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#PRDiversity2020, a student-organised working group initiative in New York, was formed from the research paper #PRDiversity: The Struggle is Real launched by The Holmes Report, to raise awareness of the cultural inclusion rates within the industry.

Case Study

Chipotle, a Mexican grill restaurant, launched an Instagram campaign in the US to market its new cheese dip and drive social awareness and engagement.

Case Study

Excedrin, a headache relief brand, used PR to deliver bipartisan relief during the 2016 US presidential election.

Case Study

BECU, a not-for-profit credit union, used PR to raise awareness of its new Sounders-branded debit card and connect with fans of the Sounders soccer team in the US.

Case Study

Advanced Semiconductor Engineering (ASE Group), a provider of independent semiconductor assembling and test manufacturing services, told its side of the story on the toxic wastewater spillage in Taiwan by launching a microsite.

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Aperol, an alcoholic drink, created the Summer of Spritz campaign with fashion brand Man Repeller to engage with millennials and increase brand relevance in the US.

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Arla, a dairy producer, created the 12 Days of Grilled Cheese on social media to introduce US consumers to its new cheese slices.

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Hinge, a dating app, increased brand awareness by creating a pop-up store in the US that celebrated relationship milestones through prize giving.

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Royal Caribbean International, a cruise line brand, engaged a younger audience and encouraged them aboard by creating the Total Eclipse Cruise, which allowed them to see the Great American Eclipse.

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Land O'Lakes, a member-owned agricultural cooperative, raised awareness of the world's limited water supply by launching a microsite and social campaign at the SXSW conference in the US.

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Labour unions, representative groups for the workforce in the US, used PR to generate awareness of its purpose and re-educate the public.

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Adobe, a multinational computer software company, promoted its Creative Cloud mobile products in the US by creating #MakeItOnMobile, a social campaign that got famous artists to create artwork using its apps.

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HP, an information technology company, launched a campaign in the US to generate broader awareness of print security and reinforce its commitment to provide PC security.