Case Studies
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Pixel Amplifies Female Voices for Hip Hop 50
Smarties Awards August 18, 2025Google Pixel teamed up with five emerging female rappers to honor women's contributions to hip hop for the genre’s 50th anniversary.
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This Vietnamese Rideshare App Won Business Before Users Even Entered the Country
Smarties Awards August 18, 2025Vietnamese rideshare app Grab created a data-driven, highly targeted campaign intended to engage international travelers long before they ever boarded a plane, serving them rich content that helped them plan their trip and eased their anxiety about navigating a foreign land.
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How Olips Engaged Gamers with Experiential Marketing and a Shrewd Sponsorship
Smarties Awards August 15, 2025In an effort to drive engagement with the gaming community, Olips hosted gaming events and became a sponsor of a popular esports team.
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How Pepsi Leveraged Long-Time Content Partners to Engage with Gen Z
Smarties Awards August 15, 2025To deepen its engagement and affinity among a fickle gen Z audience in Vietnam, Pepsi launched a new brand identity and enlisted long-time influencer partners, creating a program that turned them into music stars basically overnight.
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LEGO Builds Consumer Base in India with First-Party Data
Smarties Awards August 15, 2025LEGO penetrated the Indian market with more than 20 play themes and over 150 new stock keeping units (SKUs), using Amazon's first-party data to create custom audience segments tailored to each product range's unique passion points.
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MILO Delivers Personalized Nutrition Through AI
Smarties Awards August 15, 2025MILO pioneered Vietnam's first real-time personalized advertising campaign using AI-powered YouTube TrendJacking to communicate its new endurance-focused messaging to mothers concerned about their children's stamina.
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This Children’s Book Educated Parents on the Dangers of Online Predators
Smarties Awards August 15, 2025L'Enfant Bleu, a French association that fights against child abuse, published a children’s book aimed to raising awareness of and educating parents on the dangers of "sharenting" — a portmanteau that combines the words "share" and "parenting.”
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This Milk Brand Used Mother’s Day to Retain Its Dominant Market Share
Smarties Awards August 15, 2025Powdered-milk brand NINHO crafted a unique campaign to win back market share. The effort capitalized on the sentimentality of Mother’s Day with creative that highlighted a family who has a deaf child.
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E*TRADE's Picklebabies Campaign Drives Consumers from Awareness to Conversion
Smarties Awards August 14, 2025E*TRADE created an integrated campaign that drove consumers all through its marketing funnel, leveraging its Pickleball Slam Tournament sponsorship, the Super Bowl, and an integrated digital campaign to compel its target to open an E*TRADE account.
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French Telecom Company Encourages Smartphone Recycling Through Rugby Partnership
Smarties Awards August 14, 2025French telecommunications company Orange transformed old smartphones into gold medals for the 2023 Rugby World Cup to drive awareness of its smartphone recycling program.
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How Grab Vietnam Revitalized the Nightlife Economy and Reduced DUIs
Smarties Awards August 14, 2025Grab Vietnam created an omnichannel campaign to help reinvigorate the nightlife economy while reducing DUIs.
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OKEY Takes a Personas Approach to Driving Condom Use
Smarties Awards August 14, 2025Turkish condom brand OKEY combined personas, distinct content, and digital media channels to drive awareness of its Rötar delay-effect — a condom designed to help men last longer while still enhancing pleasure.
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Olay X Amazon Ads: Bridging STEM Gender Gap
Smarties Awards August 14, 2025Olay created an online educational program to help support Indian women looking to enter STEM fields and close the workforce gender gap.
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OMG! Launched a Record Breaking TikTok Activation to Empower Aspiring Influencers
Smarties Awards August 14, 2025Beauty brand Oh My Grande! partnered with TikTok to launch an inspiring, live stream shopping event empowering aspiring influencers and small-to-medium sized businesses to grow.
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P/S's Viral Challenge Boosts Dental Check-up
Smarties Awards August 14, 2025P/S – Unilever Vietnam repositioned dental visits into a positive experience through a strategic omnichannel campaign that encouraged children and young parents to get excited about their oral health.
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Domex Creates a Branded Game for a Reality Show
Smarties Awards August 13, 2025Domex transformed the typically passive TV viewing experience of Bigg Boss Malayalam into an interactive transmedia campaign by introducing "Toilet Wars," a branded game that challenged contestants on the show while simultaneously allowing viewers to participate via QR codes.
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Dove’s CROWN x LinkedIn: #BlackHairIsProfessional
Smarties Awards August 13, 2025According to the 2023 CROWN Research Study, co-commissioned with Dove, Black women’s hair is 2.5 times more likely to be perceived as unprofessional.
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Grab Vietnam Gives Moms a Boost with a Lift
Smarties Awards August 13, 2025Grab Vietnam created Grab4Mom, a specialized platform that addresses the unique challenges faced by pregnant women and mothers of young children when using ride-hailing services.
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How Downy Leveraged Fashion to Connect with Consumers
Smarties Awards August 13, 2025Downy Comfort maintains a strong lead especially during Tet, the busiest occasion for Vietnamese. Additionally, lapsed users from the fabric cleaning category are particularly active in this period.
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How Pizza Hut Created Impact Through Local Authenticity
Smarties Awards August 13, 2025Pizza Hut’s Canadian and U.K. divisions were looking for a digital marketing approach that would help them grow their online sales in a hyper-competitive environment.
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