Case Studies
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Head & Shoulders Celebrates the Mispronunciation of its Brand to Drive Affinity Across Vietnam
Smarties Awards July 24, 2023Head & Shoulders celebrated the mispronunciations of its brand name across Vietnam to drive brand affinity and increase its penetration in the haircare category.
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Heineken Gamifies Brand Engagement to Drive Awareness of Heineken Silver
Smarties Awards July 24, 2023Heineken created a gamified experience to drive awareness of Heineken silver among generation Z consumers.
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Horlicks Nurtures Health Consciousness and Brand Penetration
Smarties Awards July 24, 2023The Horlicks Protein Plus campaign aimed to raise awareness among young urban adults in India about the importance of daily protein consumption, engaging them through trials by leveraging partnerships with food delivery and fitness apps.
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How a Location-Based Campaign Drove March Madness Fans to Hooters
Smarties Awards July 24, 2023Hooters developed a mobile-first, location-based campaign encouraging fans to visit their locations throughout March Madness.
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How a Single Sea Shanty Created a 40 Percent Increase in Refugee Donations
Smarties Awards July 24, 2023To bring attention to and raise funds for refugees, Australians for UNCHR partnered with a popular TikToker to create a sea shanty that used the real-life stories of five asylum seekers as inspiration for its lyrics.
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How Amazon Used Social Media to Promote a TV Show
Smarties Awards July 24, 2023Amazon Prime Video is one of India’s leading OTT services. Its original show, The Family Man, amassed tremendous popularity during its first season and was all set to launch its second season.
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How Bayer Used Celebrity Chefs to Sell a Vitamin C Supplement
Smarties Awards July 24, 2023To connect with Vietnamese consumers and make Redoxon a part of their daily meal routines, Bayer launched a campaign that leveraged celebrity chefs and asked them to create special recipes featuring the vitamin C supplement.
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How Blibli Drove Consideration with Banner Ad Karaoke
Smarties Awards July 24, 2023Blibli partnered with a popular influencer to compose a jingle and then gave consumers the ability to create their own karaoke version of the song entirely within the confines of a banner ad.
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How Coca-Cola Used In-Depth Consumer Journey Data to Take Hold of a Fickle Market
Smarties Awards July 24, 2023Partnering with technology platform Grivy, Coca-Cola was able to leverage in-depth consumer journey insights and scale them into a campaign that helped its Coke brand win over new generation Z consumers in Indonesia.
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How Dove Combats Beauty Biases
Smarties Awards July 24, 2023The Indian beauty market has seen a steep rise in domestic D2C personal care brands that serve the needs specific to the Indian audience. To sustain growth in a cluttered and price-sensitive market, Dove had to establish differentiation and loyalty by being more culturally meaningful to Indian women.
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How Dove Exposed Unrealistic Beauty Standards on Social Media
Smarties Awards July 24, 2023Dove undertook a mission to tackle the issue of unrealistic beauty standards in a digital era by partnering with TikTokers to embrace their own unique beauty.
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How Emodo Used AR to Revive Broadway Following the Pandemic
Smarties Awards July 24, 2023To help Broadway bounce back following a tumultuous first two years of the pandemic, Emodo crafted a holiday-themed augmented reality experience geared toward engaging more spontaneous Broadway show attendees during times when they were already primed to purchase.
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How Invesco QQQ Helped College Students Become More Financially Literate
Smarties Awards July 24, 2023Invesco QQQ created a game that enabled college students to become more financially literate.
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How Maybelline Used TikTok’s Ad Solutions to Turn TikTokers into Customers
Smarties Awards July 24, 2023Maybelline leveraged TikTok’s full suite of advertising solutions to promote its video campaign and turn young TikTokers into new customers.
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How PointsBet Used Granular Data to Gain Market Share with Canadian Sports Bettors
Smarties Awards July 24, 2023As online single-game sports betting was legalized in Ontario, PointsBet sought to enter the market and grow its customer base by driving new account sign-ups through a machine learning-powered digital advertising campaign with AdTheorent.
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How Salesforce Turned the Debut of Its Streaming Service into a Success
Smarties Awards July 24, 2023With the goal of drawing North American business professionals to its new streaming service, Salesforce+, Salesforce created a custom content series to promote its tentpole show, The Ecopreneurs, and introduce users to its new streaming service.
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How Santa Monica Leveraged a Relationship with a U.K. Town to Draw More Visitors from the U.K.
Smarties Awards July 24, 2023Santa Monica Travel & Tourism partnered with the dually named English city of Brighton and Hove on a multi-channel campaign that leveraged digital, PR, and more traditional ad placements, plus an event with top chefs, to drive visitors from the U.K. to the California beach town.
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How Sleep Number Used AR to Win CES 2022
Smarties Awards July 24, 2023Sleep Number won CES 2022 with an augmented reality experience that showed off the various features of its 360 smart bed, wowing media and attendees and positioning the brand as a leader in sleep health technology.
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How The Container Store Won Back-to-School with Mobile Wallet
Smarties Awards July 24, 2023To stay ahead of the competition, The Container Store focused on amplifying its digital-first strategy and updating its loyalty program to target college-aged students and their parents during the back-to-school season, leveraging a custom app with mobile wallet compatibility to attract and retain more customers.
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How This Company Challenged Gender Norms
Smarties Awards July 24, 2023While Vim Liquid leads in penetration vis-à-vis its competition in India, the overall penetration is low. Therefore, the objective was to drive quality conversations around Vim liquid, by bringing alive the brand’s purpose.
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