SABRE Awards, IN2, North America, Best in Online/Virtual Events, 2021
Fitbit, a consumer electronics company, launched a campaign five months into the COVID-19 pandemic to show the media, and consumers, how Fitbit could help everyone's overall health, particularly in such difficult times.
The decision to pull a jewellery ad from all platforms after a massive social media backlash and threats of a brand boycott has opened a heated debate in India about the minefield that inclusive and purpose-led advertising can prove to be.
With the launch of Amazon’s Halo, a health-focussed wearable, the first-party-data-fuelled company is setting up to disrupt healthcare – but the early steps it is taking with its new product reveal key lessons about the company.
Jenni Romaniuk and Ava Huang, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 546-560
Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.
SABRE Awards, Gold, North America, 2020
Hot Octopuss, a sex toy brand, increased awareness and launched its new finger toy in the US by creating Show Stigma The Finger, a campaign that used activists to highlight stigmas stopping women from achieving sexual fulfilment.
Tanishq, a jewellery brand, launched a virtual store in collaboration with selfie app Beauty Plus, whereby users could 'try on' its new jewellery ranges via selfies, to increase awareness across India.