SABRE Awards

Benchmarking the best PR work from across the globe

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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.

Case Study

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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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.

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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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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.

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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.

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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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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.

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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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Hotel booking website Hotels.com extended the life of a paid integration with Hulu with an offer to pay for the honeymoon of any couples who mentioned the website in their marriage vows.

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Unisys, an information technology company, generated media coverage for its security index by launching a campaign through TV news channels and press events surrounding the midterm elections in the US.

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Washington Department of Health, a public health department, tackled the issue of sexual violence within its state by targeting young people in schools and through online video to explain the importance of respect.

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Fantasy sports app, Fantasy Life, used an integrated strategy to reach fantasy football fans in the US and create standout for the platform.

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LEGO, the toy company, increased awareness of its education programmes by launching global media events to showcase topics covered and how the programmes work.

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Fitness centre brand Planet Fitness created the Teen Summer Challenge, spearheaded by Stranger Things actor Caleb McLaughlin, to increase brand loyalty and affinity among Generation Z, and fuel future member growth in North America.

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Credit-card brand Mastercard appealed to the LGBTQIA+ community in the US with the launch of its True Name card via a street installation in New York's West Village during the World Pride festival.

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Ketchum, a PR firm in the US, restructured from a PR agency to a communications consultancy to be a better partner for today's communications and marketing clients.

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Paint manufacturer Behr Paint created an Autonomous Sensory Meridian Response (ASMR) video to connect with DIYers in the US, using emerging technology.

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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.