APG Creative Strategy Awards

Celebrating case studies that demonstrate great planning and strategy

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Case Study

Axe, a male fragrance brand, attracted a new generation of men to its brand with the 'Find Your Magic' campaign, launched in the US.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Barbie, a children's doll brand, reversed years of global sales' decline by using a multiplatform campaign paired with a new product launch.

Case Study

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

Case Study

Cancer Research UK, a charity organisation, used real life cancer patients' stories to increase donations across the UK.

Case Study

NHS Blood and Transplant, a British blood and organ donation brand, partnered with the MOBOs, a brand that champions Music Of Black Origin, to transform the way it approached the young BAME community and address the worrying lack of black and Asian blood donors in the UK.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

Barnardo's, a British children's charity, re-established its brand with the British public by producing an advert that broke conventions of children's charity advertising.

Case Study

KFC, a fast food brand, used long-form video to win back 16-24 year olds globally with its YouTube video series 'Around the world in 99 gigs'.

Case Study

Marks & Spencer, a British retailer, used feminism to advertise to women in the UK with its 'Mrs Claus' ad, which successfully turned around year-on-year sales declines.

Case Study

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.

Case Study

Hostelworld, a hostel booking brand, successfully advertised hostels to young travellers with its 'Unexpected Guests' campaign that featured various celebrities and current events comedy.

Case Study

The Economist, the business magazine, optimised its face-to-face subscription sales in the UK by shocking people with PR activities based on the magazine's own articles.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

Case Study

Honda, a car brand, launched the Honda 'NSX' Supercar by creating 1600 films for each and every owner in the US.

Case Study

Whirlpool, an appliances manufacturer, built on its 'Everyday care' campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities across the US.

Case Study

BBC Asian Network, a UK digital radio station, successfully increased its audience by re-positioning itself as a true representative of its evolving community.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

Case Study

The Counter Terrorism Police in the UK produced its ACT campaign, to encourage members of the British public to report information to help the counter terrorism effort, by producing podcasts to highlight the importance of taking action.

Case Study

Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.

Case Study

MoneySuperMarket, a British price comparison brand, made a five-year journey to take its brand from a struggling competitor to one that permeated popular culture in the UK.

Case Study

Maltesers, a chocolate brand, successfully increased sales in the UK by launching a campaign that more accurately represented people with disabilities.