Case Studies
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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 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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How This Shoe Brand Saved Back-to-School Sales with a Digital Tarot Card Deck
Smarties Awards July 24, 2023When the pandemic threatened its sales during the critical back-to-school period, footwear brand Biti’s Hunter created a digital tarot card deck that engaged generation Z and, more importantly, got them to buy shoes while in lockdown.
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How TikTok’s Love Letter to Singapore Won by Focusing on What the Nation Is Not
Smarties Awards July 24, 2023To celebrate Singapore’s National Day and deepen its relationship with Singaporeans, TikTok created a short film that highlighted all of the things Singapore is not.
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How TIM’s “Silent Hit” Offered a Boon to Silenced Victims of Abuse
Smarties Awards July 24, 2023With its “Silent Hit” campaign, Brazilian telecommunications brand TIM partnered with three prominent female pop stars to create a “lyric-less” song, which symbolized the way abused women are silenced and generated a healthy amount of social media buzz.
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How UltraTech Created an Alert Mechanism to Cement its Position as the No. 1 Cement Brand in India
Smarties Awards July 24, 2023UltraTech Cement deployed a disruptive omnichannel campaign, integrating its brand message across various digital platforms and partnering with leaders in the rural Indian community to reinforce its position as the No. 1 cement brand in India.
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How Whirlpool Leveraged VR
Smarties Awards July 24, 2023Whirlpool Shopper’s solution sought to fundamentally change how we collectively think about shopper marketing in the category. By using advanced behavioral targeting, Whirlpool Shopper would understand what caused someone to start shopping for appliances and tailor the ads they see based on what they were shopping for.
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Hyundai Partnered with Roblox to Engage Future Car Buyers
Smarties Awards July 24, 2023Hyundai integrated its brand into Roblox, leaving a lasting impression on the future generation of car buyers.
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Indian Retailer Promotes iPhones with an Influencer Fruit Stunt
Smarties Awards July 24, 2023To generate buzz about the release of the iPhone 14, Indian electronics retailer Croma sent puzzling hampers of fruit to prominent influencers.
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JBS Foods Promotes Meal Kits with a Data-Driven Digital Campaign
Smarties Awards July 24, 2023JBS Foods promoted its meal kits with a mobile-heavy digital campaign that was guided by extremely granular geo-targeting.
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KangShiFu Creates a Reality TV Show to Combat Stereotypes
Smarties Awards July 24, 2023KangShiFu created a reality TV show to combat gender stereotypes and promote its new Zero-Sugar Iced Tea.
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KFC Transforms eSports Marketing with Collector Cards
Smarties Awards July 24, 2023KFC's innovative marketing campaign centered around the creation of Colonel KI Collector Cards, successfully united Chinese eSports fans, and elevated KFC's brand presence in the gaming community.
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