SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Careem, a transportation network company, changed negative perceptions of its brand in Morocco by launching three press releases a month to communicate the brand in a positive light.

Case Study

Intel, a technology company, launched a Facebook advertising campaign in Africa that encouraged women to follow its She Will Connect programme, aimed at equipping women with tech skills.

Case Study

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

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F5, an application services company, launched a research report and used its findings as PR material to increase awareness of its cloud capabilities in Africa.

Case Study

Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.

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Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

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Zing Group, a financial services company, introduced a new product in a cluttered market in South Africa by adopting a ‘show, don’t tell’ approach, which resulted in 100,000 people signing up.

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The National Social Security Fund (NSSF), a quasi-government agency responsible for retirement funds, increased awareness of its benefits and reduced negative sentiment in East Africa by launching a reality TV show featuring its members.

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Illovo Sugar, a sugar producer, undertook a stakeholder audit in six African markets to assess the brands' reputation.

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Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.

Case Study

Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

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The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

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WE Communications, a PR firm, launched a 24-hour stream of content customised to each market in South Africa to refine its annual global study, Brands in Motion.

Case Study

The Export Promotion Council, Kenya’s premier institution in the development and promotion of export trade, launched the second Kenya Trade Week event by organising 70 exhibitors from different organisations to attend.

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Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

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SAS, a software company, launched a media event that introduced Neil Harbisson, the world's first and only cyborg, to promote the notion of AI.

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The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

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Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.

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South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

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Kosmos Energy, an oil company, sought to advance its long-term social licence to operate in Ghana by investing in a social impact programme there.

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Siemens, an automation company, used data from Lagos, Nairobi and Johannesburg to create unique fabrics for a truly African fashion collection that shows the power of data-connected cities.

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The National Social Security Fund (NSSF), a Ugandan government fund, took over social media with news of the launch of the NSSF Go app in Uganda.

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Institute of Waste Management Southern Africa (IWMSA), a waste management service, produced an electronic questionnaire for stakeholders to uncover its reputation scores.

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Kenya Airways, an airline, launched its first non-stop flight to the US with wide media support both internationally and in Kenya.

Case Study

Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.