SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Anheuser-Busch, a brewing company, promoted social good platform, Elevate, by launching a free repository of high-quality beer imagery in the US.

Case Study

Banfield Pet Hospital, a privately owned company that operates veterinary clinics, developed pet disaster preparedness kits to educate US pet owners on the need for a disaster plan for pets and increase its foundation donations.

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Beautyrest, a mattress company, increased brand awareness in the US by partnering with composer Max Richter, who played his original 8-hour concert while people enjoyed a good night’s sleep on a Beautyrest mattress.

Case Study

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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BernzOmatic, an American manufacturing company, developed a geo-targeting campaign that targeted US consumers about to experience bad weather and encouraged them to buy a propane tank.

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TYLENOL, a pain relief brand, increased brand awareness in the US by launching a video campaign and a support platform for caregivers that shares their personal experiences with caregiving.

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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.

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KAYAK, a fare aggregator and travel metasearch engine, used the 2018 FIFA World Cup to encourage people to search for travel by creating a matchmaker app that provided US soccer fans with a surrogate team to support during the tournament.

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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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KPMG, a professional service company and auditor, launched initiatives to get more women into c-suite positions, using its sponsorship of the LPGA golf tournament.

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Robert F. Kennedy Human Rights, a nonprofit organisation, shone a light on the injustice of New York's bail system by releasing women and children from Rikers Island in the US.

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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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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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Green Giant, a brand of frozen and canned vegetables, increased awareness of its brand’s product range in the US by revealing the results of a survey into the nation’s favourite vegetable through a news-style press release.

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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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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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Shell Rotella, a line of engine lubricants, used available technologies to drive substantial change in efficiency in the US.

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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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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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Weber Shandwick, the PR firm, researched the state of civility in US workplaces, the results of which were cited by national politicians.

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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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John Legere, brought his bold, unfiltered philosophy when he joined T-Mobile US as CEO in 2012.

Case Study

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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Pete and Gerry’s Organic Eggs, an organic, free-range egg brand, launched a petition to the FDA to encourage them to label eggs as healthy in order to reclaim them as a dietary friend among US consumers.

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ABB, an industrial technology company, increased global awareness of its ABB Ability platform by personalising the brand through thought leadership and event appearances from its chief digital officer.