SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

BernzOmatic, an American manufacturing company, developed a geo-targeting campaign that targeted US consumers about to experience bad weather and encouraged them to buy a propane tank.

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BioMarin, a biotechnology company, increased awareness of theatre as therapy for people dealing with a bleeding disorder in the US by producing Hemophilia: The Musical.

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Cadillac, an automotive brand, promoted its new XT4 model in the US by launching a video commercial featuring hit comedians John Mulaney and Nick Kroll.

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KPMG, a professional service company and auditor, launched initiatives to get more women into c-suite positions, using its sponsorship of the LPGA golf tournament.

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Casey House, a hospital specializing in HIV/AIDS, changed perceptions of HIV sufferers among the general public in the US and Canada by launching a HIV+ spa that offered treatments from people living with the disease.

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Marvel Mystery Oil, a fuel additive brand, launched its Facebook presence in the US by creating social content centered on The Marvelizer, a 1923 hot rod built by influencer partner Max Herman.

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Cigna, a health services organisation, created a multi-disciplined communications campaign to show US stakeholders its plan to transform the healthcare system.

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McDonald’s, a fast food restaurant chain, celebrated the 50th anniversary of its Big Mac burger by launching coins that equaled to one Big Mac burger.

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Cisco Systems, a multinational technology conglomerate, showed its employees and US consumers the heart of its organisation by promoting a platform that told its backstory and explained how it was doing good with tech innovation.

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Medela, a breast pump brand, supported mothers beginning to breastfeed by creating an integrated campaign that partnered with real mothers to show real struggles in the first three weeks.

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The Allstate Foundation, a nonprofit, generated over 3.1 billion earned media impressions from its public awareness campaign in the US featuring Serena Williams.

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Clorox, a manufacturer and marketer of consumer and professional products, promoted its new cleaning system among American professionals by giving them materials to promote the product as part of the fight against germs.

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Primrose Schools, a national early education and care provider, sent working moms a message of well-deserved reassurance and appreciation that differentiated the brand in the competitive early education market in the US.

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iCAD, a medical device manufacturer, developed a creative, multi-pronged campaign to promote its AI-powered solutions among healthcare and consumer-facing audiences in the US.

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Panera Bread, a bakery company, launched a petition to the FDA (Food and Drug Administration) to encourage it to define an egg, in order to promote its clean-eating ethos alongside the launch of its new breakfast products in the US.

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Michelin, a tyre manufacturer, increased awareness of the importance of tyre maintenance among young people in the US by launching limited edition trainers that could only be acquired through tyre checks.

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Oh Henry!, a chocolate bar brand, leveraged the legalization of cannabis in Canada to increase its share by 8%.

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Dove Men+Care, a men’s skincare brand, celebrated dads on Father’s Day in the US by making contributions to crowdfunding pages looking to raise money for paternity leave.

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Women's National Basketball Association (WNBA), the women's professional basketball league in the US, cemented itself and its players as a leading voice in the women's movement because of its commitment to supporting organizations that empower women and girls.

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Washington Traffic Safety Commission (WSTC) launched a new distracted driving law, making it illegal to hold or use a cell phone while driving in the state, resulting in a 40% reduction in people touching their phones while in a car.

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Nexxus, the haircare brand, used influences to drive up momentum for its haircare product, which ultimately led to a 6% increase in POS growth in the US.

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T-Mobile, the telecoms brand, changed it approach to customer care in the US which led to it being named number one in customer service satisfaction by Nielsen Mobile Insights.

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Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

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Air New Zealand, an airline brand, dropped shipping containers in downtown Chicago featuring all the good aspects of New Zealand to promote its new Chicago to Auckland flight among US consumers.

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Canadian Life and Health Insurance Association (CLHIA), a nonprofit organization for insurance companies, made more Canadians aware of the repercussions of benefit fraud to deter them from committing any fraud.