Case Studies
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Pepsi x Rap Viet — The Hip Hop Launch
Smarties Awards December 28, 2021Pepsi leveraged Rap Viet, a Vietnamese talent-seeking rap competition, to generate awareness of its zero-calorie beverage among generation Z consumers.
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Pepsi’s Social E-commerce Platform
Smarties Awards December 28, 2021Pepsi created a social e-commerce platform, leveraging chatbot technology, to drive sales and connect with its customers during the pandemic.
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Play+ NCAA Basketball Playoffs Promotion
Smarties Awards December 28, 2021Play+ created a mobile basketball game to engage bettors during the NCAA basketball tournament, and compel them to fund their bettor accounts.
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Promoting a Credit Card to Millennials with a Message of Inclusivity
Smarties Awards December 28, 2021Bank of Montreal Financial Group appealed to millennials with a message of inclusivity trumpeted by Priyanka, the winner of RuPaul’s Drag Race in Canada.
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Promoting Acceptance with a Digital PSA
Smarties Awards December 28, 2021The Ad Council and the American Immigration Council strove to promote a message of acceptance for immigrants to the United States.
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Promoting Samsung with a K-Pop TikTok Jingle
Smarties Awards December 28, 2021To appeal to generation Z, Samsung created a TikTok challenge featuring the music and dancing of K-pop stars BLACKPINK.
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Promoting Tea Consumption in Vietnam
Smarties Awards December 28, 2021Lipton capitalized on dynamic creative optimization to promote tea consumption throughout the day in Vietnam.
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QQ Star Milk x Discovery's Kenyan Safari
Smarties Awards December 28, 2021QQ Star partnered with the Discovery Channel to provide parents with a fully-immersive and fun learning experience on social media, designed to educate their children about nature and wildlife.
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Redoxon — Turn Your Guilty Pleasure into Healthy Pleasure
Smarties Awards December 28, 2021Redoxon leveraged social media, influencers, and tutorial videos to compel consumers to use its immune boosting tablet as an ingredient in their daily meals.
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Rexona Move More
Smarties Awards December 28, 2021Deodorant and antiperspirant company, Rexona, created four targeted ads and a stay-at-home marathon to encourage people to stay active and increase sales during the pandemic.
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Safety4All — Love, Like Safety, Does Not Discriminate
Smarties Awards December 28, 2021Lifebuoy created a story highlighting the insecurities the LGBTQ+ community faces in Vietnam to drive advocacy for LGBTQ+ rights and compel millennial and generation Z consumers to carry hand sanitizer to protect them from COVID-19.
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Samsung Used Influencers to Promote Its New S21 Phone
Smarties Awards December 28, 2021Samsung used influencers to create user-generated content about its new S21 phone and incorporated the content into its first virtual flagship store in Taiwan.
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They Will See You
Smarties Awards December 28, 2021P&G strove to promote visibility for LGBTQ people and fight stereotypes.
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This Campaign Shed Light on Suicide Rates
Smarties Awards December 28, 2021U.S. sales of guns and ammunition are soaring and living conditions due to COVID-19 regulations have led to loneliness, isolation, and despair — a lethal combination exacerbating not only the risk of suicide in general, but gun suicide in particular.
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This Disinfectant Brand Helped Keep Commuters Safe
Smarties Awards December 28, 2021Domex disinfectant, India’s first brand to use sodium hypochlorite, which kills 99.9 percent of the coronavirus virus, responded with agility to the COVID-19 crisis by pivoting from being just a toilet cleaner brand to a brand promising superior disinfection.
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TikTok Japan Launches the First-Ever TikTok Film Festival
Smarties Awards December 28, 2021With the goal of changing how its platform was viewed by fans of sophisticated art, like film, TikTok Japan created the first-ever TikTok film festival, allowing creators and audiences to participate entirely on TikTok, while positioning the channel as a place where fine filmmaking could happen.
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TIM’s Awareness Keyboard: Detecting Racism One Keyboard at a Time
Smarties Awards December 28, 2021Knowing that Brazilian colloquialisms include a number of words and phrases with racist roots, telecom company TIM created The Awareness Keyboard, an app that calls out problematic language, explains why the word or phrase is harmful, and offers more appropriate alternatives.
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Unilever Food Solutions Uses Killer Recipes to Support Restaurateurs During COVID
Smarties Awards December 28, 2021With the goal of improving the standing of its brand among Chinese chefs and restaurateurs, Unilever Food Services (UFS) leveraged its Killer Recipes content and the word-of-mouth of key influencers to drive young food lovers into partnering restaurants.
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VinFast Leads Has Record-Breaking Pre-Sale Campaign on Vietnam’s First-Ever Electric Vehicle
Smarties Awards December 28, 2021VinFast wanted to give the nation of Vietnam its first electric vehicle. With the launch of its VF e34 model, VinFast used organic social media buzz and a PR campaign to drive a pre-order campaign that was likely the most successful in the history of Vietnam.
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"Our Food, Our Stories" with Kristen Kish
In-House Excellence Awards December 21, 2021S.Pellegrino's “Our Food, Our Stories” with chef Kristen Kish was an eight-part video series celebrating food, themed around Friendsgiving and the holidays.
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