SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

The Alliance to End Plastic Waste, an initiative dedicated to ending world plastic waste, promoted its cause globally by launching a broadcast and anthem video to explain its mission.

Case Study

Anheuser-Busch, a brewing company, promoted social good platform, Elevate, by launching a free repository of high-quality beer imagery in the US.

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Banfield Pet Hospital, a privately owned company that operates veterinary clinics, developed pet disaster preparedness kits to educate US pet owners on the need for a disaster plan for pets and increase its foundation donations.

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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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Beautyrest, a mattress company, increased brand awareness in the US by partnering with composer Max Richter, who played his original 8-hour concert while people enjoyed a good night’s sleep on a Beautyrest mattress.

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The International Rescue Committee’s (IRC), a humanitarian aid organisation, increased US awareness and support for the crisis in the Yemen by hosting ABC News' late-night news program, ABC Nightline.

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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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TYLENOL, a pain relief brand, increased brand awareness in the US by launching a video campaign and a support platform for caregivers that shares their personal experiences with caregiving.

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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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KAYAK, a fare aggregator and travel metasearch engine, used the 2018 FIFA World Cup to encourage people to search for travel by creating a matchmaker app that provided US soccer fans with a surrogate team to support during the tournament.

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Pure Earth, the nonprofit for global toxic pollution cleanup, drew attention to the issue of disease-causing pollution to educate people worldwide about the ways in which it can be managed.

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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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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.

Case Study

Gerber, a baby food brand, launched a segment on the TODAY show to demonstrate that every baby is a Gerber baby by interviewing the family of its new spokesperson Lucas, a baby with down syndrome.

Case Study

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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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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Robert F. Kennedy Human Rights, a nonprofit organisation, shone a light on the injustice of New York's bail system by releasing women and children from Rikers Island in the US.

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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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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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Wolverine Worldwide, a footwear manufacturer, was proactive when dealing with a PR crisis by first helping those in Michigan whose water was contaminated.

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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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TIAA, the insurance services company, generated media awareness in the US for its Difference Maker 100 program, enabling it to exceed all its KPIs.

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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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Patagonia and Levi Strauss & Co, two clothing brands, launched a campaign across social media and print ads in the New York Times that encouraged US citizens to vote by enlisting the support of CEOs.

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3M, a manufacturing company, launched a microsite dedicated to scientific resources to improve positive sentiment towards science.