SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Huawei, a mainland Chinese global smartphone brand, had to fight an uphill battle to gain acceptance among increasingly anti-China Hong Kong consumers.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

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Mills & Boon, a publisher of romance novels, relaunched the brand in Australia using a new game that led to the best-performing series launch in a decade.

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

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Monaco, the payments and cryptocurrency platform, raised awareness globally of cryptocurrency as a mainstream payment method and built its profile as a company that provides intuitive financial products for mass consumers.

Case Study

The NPO LOCOMO Challenge Council, a healthcare-promoting council, raised awareness for orthopaedic pain and illnesses in elderly people in Japan by launching a risk test alongside press releases and events.

Case Study

Koinex, a cryptocurrency exchange, avoided a potentially disastrous financial crisis in India and shows the vast power of PR.

Case Study

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Case Study

Pharmaceutical company Johnson & Johnson increased awareness and sales of its new skincare brand Dr.Ci:Labo in China, Taiwan and Hong Kong by launching influencer events and experiential workshops to spread the word about its benefits.

Case Study

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

Case Study

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

Case Study

Lotte Group, a Korean-Japanese conglomerate, increased brand sales of its ice cream brand, SOH, in Japan by launching spoons shaped like pencils and encouraging consumers to draw pictures on their ice cream.

Case Study

Foodpanda, Singapore's home-grown food delivery brand, increased orders in Singapore and promoted itself as a local brand by launching a set of initiatives to promote sustainability in Southeast Asia.

Case Study

Pampers, a brand of baby and toddler products marketed by P&G, increased its market share in Vietnam by launching Pampers Positive, which created social conversations between mothers about the parenting pressures and myths they face.

Case Study

Microsoft, a technology company, used a story-driven campaign to improve perceptions in Asia Pacific about its artificial intelligence (AI) capabilities.

Case Study

METRO, an international retail company, got 80% of employees in China following the WeChat Enterprise Account (WEA), which allowed them to receive information in real time, improved work efficiency and the quality of work life.

Case Study

Kobo, an e-book company, increased its awareness in Taiwan by launching the Bookstore Therapy, which saw e-books answering the increasing concerns of Taiwanese people in a digital age.

Case Study

Mercedes-Benz Star Fund, a philanthropic organisation, deepened its cooperation with UNESCO by initiating the first World Heritage Sites Sustainable Livelihood Project in China.

Case Study

Listerine, a mouthwash brand, increased its market share and changed perceptions of its brand across APAC by launching an experiential event that showed how Listerine can help you live bolder.

Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.