SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

BioMarin, a biotechnology company, increased awareness of theatre as therapy for people dealing with a bleeding disorder in the US by producing Hemophilia: The Musical.

Case Study

Cadillac, an automotive brand, promoted its new XT4 model in the US by launching a video commercial featuring hit comedians John Mulaney and Nick Kroll.

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Casey House, a hospital specializing in HIV/AIDS, changed perceptions of HIV sufferers among the general public in the US and Canada by launching a HIV+ spa that offered treatments from people living with the disease.

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Marvel Mystery Oil, a fuel additive brand, launched its Facebook presence in the US by creating social content centered on The Marvelizer, a 1923 hot rod built by influencer partner Max Herman.

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Cigna, a health services organisation, created a multi-disciplined communications campaign to show US stakeholders its plan to transform the healthcare system.

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McDonald’s, a fast food restaurant chain, celebrated the 50th anniversary of its Big Mac burger by launching coins that equaled to one Big Mac burger.

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Cisco Systems, a multinational technology conglomerate, showed its employees and US consumers the heart of its organisation by promoting a platform that told its backstory and explained how it was doing good with tech innovation.

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Medela, a breast pump brand, supported mothers beginning to breastfeed by creating an integrated campaign that partnered with real mothers to show real struggles in the first three weeks.

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Clorox, a manufacturer and marketer of consumer and professional products, promoted its new cleaning system among American professionals by giving them materials to promote the product as part of the fight against germs.

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Michelin, a tyre manufacturer, increased awareness of the importance of tyre maintenance among young people in the US by launching limited edition trainers that could only be acquired through tyre checks.

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Oh Henry!, a chocolate bar brand, leveraged the legalization of cannabis in Canada to increase its share by 8%.

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Dove Men+Care, a men’s skincare brand, celebrated dads on Father’s Day in the US by making contributions to crowdfunding pages looking to raise money for paternity leave.

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Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

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The International Rescue Committee’s (IRC), a humanitarian aid organisation, increased US awareness and support for the crisis in the Yemen by hosting ABC News' late-night news program, ABC Nightline.

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Patagonia and Levi Strauss & Co, two clothing brands, launched a campaign across social media and print ads in the New York Times that encouraged US citizens to vote by enlisting the support of CEOs.

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Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.

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TIAA, the insurance company, reached divorced women in the US using influencers to promote its content on TIAA's divorce hub.

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The Electric Power Research Institute (EPRI), a nonprofit research and development company, increased brand awareness and share of voice in the US by launching a data-driven campaign at its Electrification 2018 conference.

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Wolverine Worldwide, a footwear manufacturer, was proactive when dealing with a PR crisis by first helping those in Michigan whose water was contaminated.

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Wendy's, the fast food chain, created a song calling out its competitors in the US, which helped the brand achieve 800 million earned media impressions in 10 days.

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VMware, a software company, generated more than 1,400 leads as a result of its social media effort to highlight employee technology pain points in the US.

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UL Firefighter Safety Research Institute (FSRI) created authentic content to spread awareness of the importance of closed doors in house fires to its US audience.

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Clearblue, a pregnancy test brand, launched Clearblue Connected and delivered against its goal of helping to normalize the ovulation conversation, positioning Clearblue as a leader in ovulation testing in the US.

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The Alliance to End Plastic Waste, an initiative dedicated to ending world plastic waste, promoted its cause globally by launching a broadcast and anthem video to explain its mission.

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Pure Earth, the nonprofit for global toxic pollution cleanup, drew attention to the issue of disease-causing pollution to educate people worldwide about the ways in which it can be managed.