Winning campaigns demonstrate that specific data signals can unlock creativity, performance gains, and cultural relevance. Diageo used AI-driven sensory and search data to insert cocktail pairings into recipe journeys at the decision moment, enabling hyper-relevant personalization. Hilton leveraged large-scale proprietary traveler and staff research to create a trend forecast that generated extensive global coverage and brand authority. Danone deployed an AI stool-analysis tool to address a concrete parental health need, combining clinical validation with high demand. The examples show that timely insight, proprietary research, and utility-focused data drive impactful marketing strategies.
Diageo turned food search behavior into a new media moment, inserting cocktail inspiration directly into recipe journeys. With FlavorPrint AI crunching sensory data and real-time food queries, the brand delivered ultra-relevant drink pairings at the exact decision point - setting new standards for AI-driven personalization. Lesson: Don't wait for consumers to search for your product - use insight to meet them where the intent already lives.
Gold winner (Americas): Hilton's Global 2025 Trends Report Hilton surveyed 13,000 travelers across 13 countries, plus 4,100 staff, to shape The Year of the Travel Maximizer trend forecast that fueled 1,500+ global stories and gave the brand cultural authority. Lesson: Proprietary research isn't just PR - it can be a playbook for thought leadership, innovation and media dominance. Gold winner (APAC): Danone's BebeClub 'AI Poop Tracker' Bebeclub launched Indonesia's first AI-powered stool analysis tool to help anxious parents monitor their child's health via smartphone.
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