SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Adobe, a computer software company, promoted its analytics platform in the US by building a predictive tool surrounding March Madness in the NCAA basketball tournament.

Case Study

Reese's Peanut Butter Cups, an American confectionery brand, increased sales during the Halloween season by creating a vending machine for consumers to trade in their unwanted candy for its peanut butter cups.

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Nicorette, a nicotine replacement therapy brand, increased awareness and sales of its new lozenges in the US by partnering with former smoker and NASCAR legend Dale Earnhardt Jr.

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Zelle, a digital payments network, increased usage and awareness of its payments platform in the US by launching a campaign to show how it could be applied in everyday life.

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King Country Metro, a transit department, encouraged residents of Seattle to change from solo trips to public transport or carpools by creating a campaign of easy solutions to common barriers.

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Fire-safety organisation the UL Firefighter Safety Research Institute put regular people into a live fire video to bring its Close Before You Doze public service campaign to life in the US.

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Hulu, a TV channel, increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.

Case Study

Anheuser-Busch beer brand Natural Light launched a light-hearted recruitment video, starring its real-life brand manager, to attract applicants for its summer internship programme in the US.

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Ad Hoc Utilities Group, a coalition made up of most US nuclear generators, prevented onerous trade restrictions by utilising political intelligence to inform earned media opportunities.

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Autonomous vehicle manufacturer Zoox used a curated speaking strategy to leverage media coverage for the company in the US.

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American pecan growers partnered with Epicurious to stream a live online one-day variety show to appeal to consumers' patriotic spirit and boost demand in the run-up to holiday season in the US.

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Christiana Care Health System, a network of private, non-profit hospitals in the US, created an employee-engagement campaign that encouraged workers to get their flu shots.

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California-based fruit producer Driscoll's built a connection with rosé wine to launch a new blush-coloured strawberry, the Rosé Berry, in the US.

Case Study

FleishmanHillard, a PR and marketing agency in the US, created a diversity and inclusion program that helped improve processes from hiring and leadership opportunities to client work.

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Fast-casual restaurant chain Chipotle partnered with YouTube star David Dobrik to appeal to Gen Z consumers and drive digital sales in the US on National Burrito Day and Cinco de Mayo.

Case Study

Visit Finland, a tourism brand, launched a partnership with clothing retailer Anthropologie to create a social media and influencer campaign that showcased the ease of travelling from the US to Finland.

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Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.

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The Fremont Police Department overhauled its recruitment process with the launch of a mobile-friendly, SEO-driven microsite in the US.

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Clio, a design-forward consumer products company with a focus on personal-care products, launched its new plusOne vibrator brand through articles in a millennial-focused title in the US that showed women the importance of owning their sexual wellness.

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Artificial emotion intelligence company Affectiva used The Wall Street Journal's Future of Everything Festival to gain recognition from top-tier business press and establish a leadership position in the emerging AI ethics movement in the US.

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Quick-service restaurant chain Wendy's became a player on online game Fortnite to connect with young diners in the US and boost its core message of never using frozen beef in its patties.

Case Study

Hologic, a medical technology company focused on women's health, used a core analytics offering by Edelman Intelligence in the US to create smarter investments in its campaign to prevent cervical cancer.

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Online restaurant reservation provider OpenTable, used a social media strategy to encourage diners in the US, Canada and Australia to get into #DiningMode on Mother's Day; putting their phones aside and giving their mums the gift of uninterrupted conversation.

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W2O, a marketing company, created a curated program for the SXSW Interactive Festival in the US to dominate share of voice and reach C-suite and senior healthcare marketing and communications professionals.

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Ketchup brand Heinz Tomato Ketchup leveraged NFL star Patrick Mahomes' love for the condiment to create a social media storm in the US, at zero cost.