A successful PR campaign hinges on a strong communication strategy that’s well-researched, shows a good understanding of the target audience, has clear and measurable objectives, memorable key messages, and a tactical plan that covers a range of different channels.
PR campaigns usually have very specific goals, such as driving website traffic, gaining respect or credibility, getting a new product noticed, or drawing attention to a cause.
In a world where audiences are overwhelmed by sales messaging and calls to action, a well-planned, cleverly executed PR campaign can be one of the fastest ways to get noticed and create brand recognition.
Campaigns are not just about the products or services on offer, but rather brand identity.
With that said, here are a few examples from 2022 that are examples of a clever, well-planned, well-executed PR campaign.
LEGO – Empowering kids through play
In February 2022, the LEGO Foundation donated 600 LEGO® MRI Scanners to hospitals worldwide to help children cope with the often daunting and intimidating process of having an MRI scan.
Lego sets were developed to help communicate with children through play, providing better ways to collaborate with clinicians and understand what the large and complex MRI machine is all about.
Check out the video below and read more about the campaign here.
The gender pay gap bot
Every year organisations in New Zealand and around the globe load up their social media channels with posts about celebrating and supporting International Women’s Day. Last year, companies with pay disparities between men and women were held to account.
Companies were called out by a Twitter bot (set up by a couple in Manchester) for congratulating women in their team when they do not pay equal or fair wages. The bot gathered information from a database published by the UK government, which in 2018, required organisations to report salary differences.
Tesco says support local, not them
Everyone loves a display of team spirit, especially when it comes from a large corporate enterprise.
Many businesses took a massive hit from the COVID-19 pandemic. As they began to open up again in the UK, Tesco took a stand and ran ads across print media, digital billboards, and social media urging its customers to support their local hospitality providers.
Tesco asked everyone to head to their local pub or restaurant instead of shopping with them, demonstrating Tesco’s commitment to supporting local communities.
Pubs have had it tough this year. So, as good as our deals are, this week we’d rather you support your local pub (as long as you feel safe to do so). Because right now, #EveryLittleHelps.— Tesco (@Tesco) April 12, 2021
Excludes Scotland, NI and Wales.https://t.co/qfn6UJcsvP for the facts 18+ pic.twitter.com/VdMUBDXn9a
As a leader in body positivity for women, Dove successfully launched a social movement called #TheSelfieTalk. Aimed at young girls and women, the campaign was a smaller piece of the larger #NoDigitalDistortion movement, which is working to improve body image.
Two digital download kits were featured as part of its campaign: one for parents and one for teachers. Each kit included ways to talk to kids and teens about selfies and how to embrace individuality and body positivity.
Watch the video to learn more about #TheSelfieTalk and head to https://www.dove.com/us/en/stories/campaigns/theselfietalk.html to read more about the campaign and access the kits.
London Zoo’s disruptive display in its croc enclosure
In August 2022, London Zoo delivered a hard-hitting conservation message with the inclusion of a handbag (confiscated at a UK airport) displayed in its crocodile enclosure.
The campaign aimed to promote the ‘consequences of humans’ on endangered species.
The sign read: “This bag used to be found swimming in slow-moving rivers and streams across Southeast Asia and Indonesia. Over the last 75 years, more than 80% of Siamese crocodiles have disappeared. Many, like this one, were hunted for their skins as part of the illegal wildlife trade.”
Heineken takes on New Yorkers’ poor work-life balance
Heineken pulled off an impressive Manhattan PR stunt to challenge the late working culture in the city.
The campaign put the (actual) spotlight on late-night working, aiming to highlight how this poorly impacts colleagues and other office workers within the city that never sleeps.
Targeting solitary office workers hunched over their screens working long into the night, the stunt involved the brand projecting its core message of a good work-life balance onto windows for all to see.