Case Studies
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How Visit New Hampshire Revolutionized Travel Marketing with Machine Learning
Smarties Awards August 20, 2025Leveraging AdTheorent’s customized machine learning-powered digital advertising tool, Visit New Hampshire was able to create a highly targeted and exceptionally effective campaign to drive new visits to the state during a post-pandemic period of heightened competition.
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Nestlé Highlights Gender Inequality in Brazil
Smarties Awards August 20, 2025While competitors created commemorative packaging for International Women's Day, Nestlé Chocolates took a bold counterintuitive stance with its "Don't give her a chocolate today" campaign, challenging the commercialization of the holiday with compelling data about gender inequality in Brazil.
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Pepsi Used AI For Homecoming Memories at Tết
Smarties Awards August 20, 2025As Vietnam faced economic downturn with over one million laid-off workers hesitant to return home for Tết2024, Pepsi implemented a multi-faceted AI strategy to inspire family reunions by analyzing social media conversations about homecoming memories.
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This South African Grocer Used Deep Fakes to Help Customers Save Money
Smarties Awards August 20, 2025South African grocery chain Checkers leveraged a content partnership with a well-known deep fake influencer to promote a new monthly subscription service on its delivery app, aimed at helping customers get more personalized offers and ultimately save more money.
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This Street Activation Turned a Detergent Brand into the Talk of Turkey
Smarties Awards August 20, 2025Turkish detergent brand Yumos used an interactive experiential activation to showcase how its product is the go-to for color and fiber protection in the wash, driving brand awareness and engagement at the same time.
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TikTok’s Ramadan Retail Revolution
Smarties Awards August 20, 2025The Ramadan Ekstra Seru campaign redefined Indonesian e-commerce by integrating TikTok’s Shoppertainment with Tokopedia’s marketplace. This innovative synergy expanded seller reach, increased consumer engagement, and boosted sales, setting a new standard for live shopping and cross-platform advertising.
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Amstel Reimagines a Brazilian River as a Dutch Canal
Smarties Awards August 19, 2025Amstel held a festival in Brazil that transformed the Pinheiros River into a canal befitting the brand’s Dutch heritage, treating attendees to an array of musical and artistic acts in the process.
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Australian Phone Company Uses Generative AI for Free Calls to Santa
Smarties Awards August 19, 2025The Australian telecommunications company Telstra used generative AI to allow children to place free calls to Santa during the Christmas season.
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How This Organization Became More Than Just a Bank for Its Customers
Smarties Awards August 19, 2025Recognizing an opportunity to be more than just a bank for its customers, Yapı Kredi, a Turkish bank, transformed its mobile app offering into more than just a banking tool, but a home base for various lifestyle needs across Turkey.
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KitKat Gives a Music Break Challenge
Smarties Awards August 19, 2025By creating the "Music Break Challenge" on social media platforms where participants sang song excerpts containing the word "break," KitKat became the second most mentioned brand during a Brazil 2023 music festival despite not being an official sponsor.
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Lifebuoy Uses AR to Promote Hand Hygiene in India
Smarties Awards August 19, 2025As hand hygiene awareness in India fell to pre-COVID levels, Lifebuoy created an innovative AR experience during West Bengal's Durga Puja festival, where AI-stylized QR codes camouflaged in sacred shrines activated a lifelike 3D animation of Goddess Durga herself, reminding devotees to wash their hands before eating.
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This Food Company Keyed its Advertising to Important Ramadan Moments
Smarties Awards August 19, 2025Food company Almarai synchronized its marketing with key Ramadan moments and, going further, tailored its messaging to suit programming on Shahid, a popular Middle Eastern OTT service.
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This Skincare Brand Utilized Interactive Gaming to Promote its New Serum
Smarties Awards August 19, 2025L’Oréal Indonesia created an interactive two-player gaming experience to market its Garnier Bright Complete Day and Overnight Serum.
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How a Cartoon Kangaroo Brought Tourists Back to Australia After the Pandemic
Smarties Awards August 18, 2025To combat slumping numbers among Chinese travelers following the pandemic, Tourism Australia created a new cartoon brand ambassador, who starred in a short film called, G’Day.
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How Durex Boosted Sales by Creating the “Netflix and Chill” of E-Sports
Smarties Awards August 18, 2025Condom brand Durex tapped into the e-sports culture in China and used clever messaging to help navigate advertising restrictions and generate significant buzz on social media.
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How eBay Tapped into 1960s Vogue to Showcase Its Fashion and Sustainability Credentials
Smarties Awards August 18, 2025Facing the challenge of not being perceived as a credible destination for high-end fashion and vintage clothing — particularly among young, environmentally-focused people — eBay worked with former 1960s Vogue model Twiggy on a campaign that showcased how it is the ideal place for shopping sustainable fashion.
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How Shell Vietnam’s Integrated Campaign Redefined the Role of Mechanics
Smarties Awards August 18, 2025Shell Vietnam created an integrated, omni-channel campaign, featuring a film addressing some unfair misconceptions about mechanics and redefining their roles in society.
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How This Laundry Brand Become the Market Leader with a Cross-Channel Campaign
Smarties Awards August 18, 2025Unilever’s OMO brand of laundry capsules earned the No. 1 market position in its vertical with a cross-channel campaign that blended the digital and the physical to deliver a holistic and powerful brand message.
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Mastercard Creates Faces of Turkey with AI
Smarties Awards August 18, 2025For Turkey's Republic centennial, Mastercard broke tradition with a future-focused campaign, training AI on 10,000 Turkish citizens to generate representative faces of future populations.
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National Library Board Reignites Reading Through AI-Powered Literary Adventures
Smarties Awards August 18, 2025Singapore's National Library Board created Playbrary, an AI-powered platform that transforms classic literature into interactive branching narratives where readers influence the storyline through their choices.
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