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Conquering Hair Care Through Data-Driven Niche Marketing
Smarties Awards September 30, 2024L'Occitane leveraged RED's new data platform to execute an innovative dual-product strategy, significantly increasing brand penetration and market share in China's competitive hair care category.
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Magnum Redefines Ice Cream Luxury for Gen Z
Smarties Awards September 30, 2024Unilever's Magnum ice cream brand transformed its annual Cannes Film Festival event into a generation Z-focused, multi-channel campaign, significantly boosting brand awareness, engagement, and sales.
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Lifebuoy's #Safety4All: Redefining Family in Vietnam
Smarties Awards September 30, 2024Unilever's Lifebuoy revolutionized family advocacy in Vietnam with its #Safety4All campaign, turning negative societal messages into positive affirmations for all family types during Pride Month.
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Pepsi Builds Customer Relationships During Tet
Smarties Awards September 30, 2024Suntory PepsiCo Vietnam Beverage's "Bring Tet Home" campaign combined corporate social responsibility with innovative CRM strategies to connect with Gen Z and families during Vietnam's Tet celebrations, resulting in increased brand equity and customer engagement.
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Cif Leveraged Influencers to Launch Its New Degreaser
Smarties Awards September 30, 2024Cif’s solution to the challenge of launching the new Cif Cream Spray Ultra Grease Degreaser Lemon was prioritizing gender inclusivity.
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Nature Valley's ReTok Shop: Turning Hashtags into Sustainable Actions
Smarties Awards September 30, 2024General Mills' Nature Valley brand created the ReTok Shop, a first-of-its-kind TikTok campaign that rewarded sustainable actions with free back-to-school products, reinvigorating the brand's image and driving sales during a crucial season.
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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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Turning Taco Night into a TikTok Sensation
Smarties Awards September 30, 2024General Mills' Old El Paso brand launched its new Tortilla Pockets with a viral TikTok campaign, reimagining Foreigner's "Juke Box Hero" as "Mess Free Hero," engaging millions of users and driving significant sales.
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Dulux Uses AI to Help Consumers Envision Home Renovations
Smarties Awards September 30, 2024Dulux used AI to help consumers re-envision their homes.
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E*TRADE Positions Itself as the Ideal Partner Via a Wedding Invite
Smarties Awards September 30, 2024E*TRADE from Morgan Stanley created a wedding-themed Super Bowl ad campaign to position itself as the partner consumers want by their side during big financial moments.
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Ensure Gold Reminds Caregivers to Care for Their Parents During Tet
Smarties Awards September 30, 2024Ensure Gold created a film and a social campaign to inspire caregivers to care for their parents amid an exceptionally hectic Tet season.
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Elidor Created an Omnichannel Campaign to Support Turkish Women Amid a Natural Disaster
Smarties Awards September 30, 2024Elidor created an omnichannel, purpose-driven campaign to support Turkish women’s emotional, social, and professional well-being after the February 6 earthquakes.
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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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This Energy Drink Brand Used Rewards to Convince Users to Create a Ton of Content
Smarties Awards September 30, 2024Sting used the appeal of valuable rewards to coax users into creating content using the brand’s custom augmented reality (AR) filter, which was then leveraged in a campaign to drive brand recognition and, ultimately, sales.
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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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This Ice Cream Brand Leveraged Astrology with Its Campaign, Cornetto Love Star
Smarties Awards September 30, 2024Unilever’s primary strategic objectives were twofold: to increase brand awareness and to deepen consumer engagement. The company aimed to connect with its audience on a more personal level by tapping into the astrology trend, which has a broad appeal.
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Maybelline 3.0: Empowering Gen Z with "Every Flaw is a 10"
Smarties Awards September 30, 2024L'Oreal Vietnam's Maybelline New York launched the "Every Flaw is a 10" campaign, leveraging social media and influencer partnerships to redefine beauty standards and empower generation Z, resulting in significant brand growth and market leadership.
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PlugSports: Leveling the Playing Field in Athlete Recruitment
Smarties Awards September 30, 2024PlugSports launched an innovative influencer marketing campaign on TikTok, targeting high school athletes and significantly boosting app installs and sign-ups while reducing costs.
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Amazon Promotes a Streaming Rom-Com with Influencers and a Social Media Campaign
Smarties Awards September 30, 2024Amazon sparked viral social media buzz for a streaming show in India with a clever play on a character’s name.
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Elidor Leverages Generative AI To Create an Immersive Monument in Support of Young Turkish Women
Smarties Awards September 30, 2024After the February 2023 Turkish earthquake, Elidor launched a program to support young women and encourage them to share artistic renditions of solidarity, culminating in an immersive out-of-home art installation in Istanbul.
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