Case Studies
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Heineken Silver Engaged Gen Z and Millennials Through Gaming
Smarties Awards September 30, 2024Heineken Silver integrated its brand into Arena of Valor to engage generation Z and millennial Vietnamese gamers.
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How Ally Financial Helped a Bunch of Black Creators Break into the Comic Book Industry
Smarties Awards September 30, 2024Recognizing a glaring lack of Black representation among comic book creators, Ally created a multi-channel, content-based campaign that aimed to both shine a light on the issue of underrepresentation and give Black writers and artists the chance to break into the comics industry.
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How Castrol, Walmart, and Larry Fitzgerald Teamed Up to Win Over New Customers Brand: BP
Smarties Awards September 30, 2024In a partnership with Walmart and former NFL star Larry Fitzgerald, Castrol created a digital shopping experience catered specifically to the interests of DIY enthusiasts, even cross promoting other brands within its hub to achieve authentic engagement.
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How Cif Used the Champions League Final to Win Over a New Audience
Smarties Awards September 30, 2024To promote its Grease Remover Cream Spray to a new audience, Turkish brand Cif created a campaign that included an influencer, a well-known sports broadcaster, and an activation around one of the world’s biggest annual sporting events.
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How Claro Hit a Home Run with This “Hacked” Phone Campaign
Smarties Awards September 30, 2024To better serve its users, telecommunications provider Claro created a campaign in which it “hacked” users’ phones and got them to call loved ones before midnight on Christmas Eve and New Year’s Eve, thereby helping them to avoid the headache of experiencing service disruptions during peak activity periods.
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How Clear’s Scalp Shampoo Campaign Leveraged TikTok
Smarties Awards September 30, 2024Scalpceuticals and Scalp Pro are uniquely crafted for male and female consumers individually, who are between the ages of 18 to 44 and facing hair loss issues — and not being able to find solutions to their problems via mass products.
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How Climate Partners Helped Brands Calculate the Carbon Emissions of Their Ads
Smarties Awards September 30, 2024ClimatePartner introduced GreenGRP to help brands offset the CO2 emissions generated from their advertising campaigns.
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How Cupcake Vineyards Targeted Different Generations
Smarties Awards September 30, 2024With more competition and shifting consumer purchase behavior in the premium wine category, Cupcake Vineyards set a goal to drive sales and capture brand share by reaching and engaging new customers while staying top of mind with existing customers.
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How GHTK Disrupted the Last-mile Delivery Category with a Music Video
Smarties Awards September 30, 2024GHTK created a video campaign featuring iconic influencers to show solidarity with the pain points of smaller online retailers.
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How Hinz&Kunzt Used Art Installations to Drive Sales and Address a Social Crisis
Smarties Awards September 30, 2024With its “Homeless Gallery” campaign, German newspaper Hinz&Kunzt was able to blend physical and digital components into an engaging experience that both shone a light on the issue of homelessness in Hamburg and drove sales and donations for the publication.
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How La Vie Raised Brand Preference
Smarties Awards September 30, 2024To stand out in the year of many birthday celebrations, Nestle’s campaign aimed for insightful creative strategy to celebrate its own 30th brand birthday.
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How Mastercard Utilized Audio
Smarties Awards September 30, 2024Mastercard’s “smart activation idea driven by local insights” developed into a campaign to connect the brand, UCL, and Football Passion.
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How Qualcomm Drove Business Success with a Wildlife Documentary Filmed Using Smartphone Cameras
Smarties Awards September 30, 2024To drive awareness among Chinese consumers and consideration with its B2B audience, while also showing a dedication to the company’s sustainability goals, Qualcomm created a four-part video series that highlighted China’s wildlife, with all footage captured using smartphone cameras powered by the brand’s processors.
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How Starward Flipped the Script on Traditional Whisky Advertising
Smarties Awards September 30, 2024With its “Whisky Advertising Done Different," Starward flipped the script on traditional whisky advertising, creating a sophisticated, data-driven, and digital activation that targeted younger and female consumers.
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How Sunlight Floorcare Won Over Consumers with Sustainability, Celebrities, and Adorable Cartoon Sea Creatures
Smarties Awards September 30, 2024Sunlight Floorcare used adorable cartoon sea animals and celebrity partnerships to help consumers better understand why the “inconvenience” of its new handle-less one kilogram product bottle — which was made of 100 percent recycled plastics — was necessary to help protect sea life and the environment at large.
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How Sunquick Found Influencer Success in an Unlikely Spot
Smarties Awards September 30, 2024Faced with a highly competitive sales period and a smaller budget than its competition, Sunquick chose a unique path, partnering with individuals who weren’t quite viewed as “influencers,” but who held the key to brand and business success for the fruit juice company.
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How Surf Brand Detergent Executed a Stellar Example of Content Marketing
Smarties Awards September 30, 2024In an effort to earn more business with value shoppers, detergent brand Surf created a hub on Zalo — a popular social media and messaging app in Vietnam — which was leveraged to share key content and drive affinity among the target audience.
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How Techcombank Creates Its Own Celebrity to Drive Loyalty
Smarties Awards September 30, 2024Techcombank disrupted the transaction bank app category by developing a digital native experience which was promoted by a brand made celebrity, Mr. Đại Cat.
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How Techcombank’s Fictional Celebrity Made It the No. 1 Bank App in Vietnam
Smarties Awards September 30, 2024Techcombank drove awareness of its cash-deposit promotion by creating a fictional branded celebrity, two music videos, in-app gamified integrations and more, differentiating the bank app from the sea of sameness prevalent across its competitors’ marketing.
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How the Longest TikTok Ad Ever Became a Huge Hit for Hilton
Smarties Awards September 30, 2024To elevate the role and importance of a stay at a hotel, Hilton created a campaign aimed at getting its target audience to “stay” with a long-form piece of social media content — a 10-minute TikTok ad — on a short form platform.
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