Advertising best practice, evidence and insights

Article • WARC Best Practice, August 2019

This article provides marketers with information and guidance on generating earned media.

How to use influencers to drive a word-of-mouth strategy

Article • Ed Keller and Brad Fay, WARC Best Practice, April 2016

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

Sydney Beer Co: It's Sydney Time

Case Study • SABRE Awards, Asia-Pacific, Product Media Relations (consumer media), Gold, 2019

Sydney Beer Co. (SBC), a beer brand, encouraged Sydneysiders to champion a beer inspired by their own city which gave it an ROI of over 4300%.

Royal Philips raises the alarm on sleep disorders and respiratory health

Case Study • SABRE Awards, Asia-Pacific, Medical Technology, Gold, 2019

Royal Philips, a leading health technology company in the Netherlands, devised a campaign to raise awareness of sleep disorders among people in Singapore, leading to 21,900 online engagements and an editorial reach of 8.9 million.

P&G Olay: Olay Women's Day 2019

Case Study • SABRE Awards, Asia-Pacific, Fashion & Beauty, Gold, 2019

Olay, a skincare brand, created a campaign for Women’s Day that showed age as a series of fearless stories to encourage brand interest.

China CITIC Bank Credit Card: Break Bias, Create Possibilities

Case Study • SABRE Awards, Asia-Pacific, Financial Services, Gold, 2019

CITIC, a state-owned investment company, connected with women in China on International Women's Day to increase applications for its credit card.

Cairn Oil & Gas, Vedanta Ltd.: GRASSROOTS COMMUNICATION THROUGH FOLK ART

Case Study • SABRE Awards, Asia-Pacific, Energy & Natural Resources, Gold, 2019

Cairn, an oil and gas company, used performance to reach key communities in rural India.

High Society to All Society – Coca-Cola Celebrates Myanmar's Everyday Women

Case Study • SABRE Awards, Asia-Pacific, Cause-Related Marketing, Gold, 2019

Coca-Cola, the beverages brand, gave the average working woman a platform in Myanmar to celebrate their business achievements.

ISEHAN Co. Ltd.: We're Hiring... Based on Looks!

Case Study • SABRE Awards, Asia-Pacific, Employer Branding, Gold, 2019

Isehan, the cosmetics maker, organised a job recruitment campaign in Japan to encourage applicants to come to their job interview looking like themselves.

Cabcharge Australia: Cabcharge Digital Pass - An Australian-first digital taxi ticket

Case Study • SABRE Awards, Asia-Pacific, Business-To-Business Marketing, Gold , 2019

Cabcharge, a taxi service, created a new value offering to boost its profile among users in Australia.

Jollibee Foods Corporation: Jollibee Going Global – Making a Filipino Brand Matter in the Big Apple

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Jollibee, a fast food-restaurant, used PR and influencers to promote the opening of its restaurant in Manhattan.

Economic Development Board of Mauritius: Delisting Mauritius as a High-Risk Jurisdiction

Case Study • SABRE Awards, Asia-Pacific, Crisis Management, Gold, 2019

Economic Development Board Mauritius, a government program, used PR to have Mauritius removed from a "high risk" jurisdiction list.

Department for International Trade of the UK Government: GREAT Festival of Innovation

Case Study • SABRE Awards, Asia-Pacific, Trade Show, Gold, 2019

The Department for International Trade of the UK Government, a branch of UK government, positioned the UK as a country open for business with China through evidence-based advocates and its Festival of Innovation.

Punjab National Bank: PNB Back On Track

Case Study • SABRE Awards, Asia-Pacific, Superior Achievement in Reputation Management, Diamond, 2019

Punjab National Bank (PNB), an Indian bank, increased favourable reportage of the brand and its stock price with the campaign PNB Back on Track, after the brand was implicated in a fraud scandal.

Intel Mobileye: Building Trust, Saving Lives

Case Study • SABRE Awards, Asia-Pacific, Technology: Hardware, Gold, 2019

Mobileye, a developer of vision-based advanced driver-assistance systems (ADAS), reached KOLs and promoted the adoption of its safety systems on public transport in China.

Roche Hong Kong Limited: The cUUpcakes

Case Study • SABRE Awards, Asia-Pacific, Integrated Marketing, Platinum, 2019

Roche, a pharmaceutical company, launched a campaign that saw one in sixteen cupcakes having a secret lump inside, to represent the one in 16 Hong Kong women diagnosed with breast cancer in their lifetime.

LCY Education Foundation: From Enemy to Family

Case Study • SABRE Awards, Asia-Pacific, Chemicals & Industrials, Gold, 2019

LCY Chemical Corp., a chemical company, turned its reputation around by investing in long-term solutions to the problems faced by the victims of the 2014 Kaohsiung explosion in Taiwan.

Singapore Press Holdings Ltd: Singapore Press Holdings: Driving Positive Market Perceptions

Case Study • SABRE Awards, Asia-Pacific, Capital Markets Communications, Gold, 2019

Singapore Press Holdings, a press publications company, shaped the perceptions of sell-side research analysts in Singapore by building relationships with them through face-to-face meetings.

Mars Wrigley Littered Gum Education Program

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Mars Wrigley, the confectionery company, engaged and educated young people in its anti-littering message by utilising influencers, WeChat at a litter collection event in China.

DETTOL BANEGA SWACHH INDIA: DETTOL BANEGA SWACHH INDIA

Case Study • SABRE Awards, Asia-Pacific, Consumer Health, Gold, 2019

Dettol, a brand of consumer hygiene products, reduced instances of diarrhoea by 10% among school children in India.

Lungteng Cutural Co., Ltd.: The Hardest Lesson

Case Study • SABRE Awards, Asia-Pacific, Educational & Cultural Institutions, Gold, 2019

Lungteng Cultural Co, a publisher in the high school textbook industry, launched a video campaign in Taiwan that encouraged teachers to place trust in the brand and express their feelings.

Novartis: Keep It Pumping

Case Study • SABRE Awards, Asia-Pacific, Public Education, Gold, 2019

Novartis, a pharmaceutical brand, increased awareness of Heart Failure in India by launching Keep It Pumping India, a 360-degree integrated campaign.

adidas Singapore: Sport18 – Here to Create

Case Study • SABRE Awards, Asia-Pacific, Superior Achievement in Measurement and Evaluation , Diamond, 2019

Adidas, a sports clothing brand, engaged with consumers in Singapore by launching a campaign that used influencer-led content to portray its brand message.

National Council of Social Service (NCSS): Beyond the Label

Case Study • SABRE Awards, Asia-Pacific, Issues Management, Gold, 2019

National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

Narendra Bhawan Bikaner: Ode to the Last Maharaja

Case Study • SABRE Awards, Asia-Pacific, Social Media/Social Networking Campaign, Gold, 2019

Narendra Bhawan Bikaner, a boutique hotel in India, created an influencer outreach campaign on Instagram that encouraged users to travel to its hotel through fear of missing out.

PR, WOM & earned media