The best PR campaigns are memorable and distinctive. They can go viral, get press coverage, and, ultimately, help your brand to reach new audiences. Of course, coming up with a PR campaign that achieves all of that is rarely easy. Sometimes, PR campaigns go viral for all of the wrong reasons, damaging your brand. To inspire you and your PR campaign planning, here are some of the most impactful, memorable, and effective PR campaigns ever. If you’re looking for inspiration, then these are the best of the best and could be the key to making sure that your own campaigns have more impact and help your business to grow.
1. Procter & Gamble/Always – #LikeAGirl
Launched in 2012, the ‘LikeAGirl’ campaign continues to inspire and gain traction with new audiences. The genius of the PR campaign is that it turned what was previously an insult into a rallying cry for every woman on the planet. Quickly attracting 80 million YouTube views, the foundation of the campaign was a video that not only got recognition from the United Nations but also helped spread the Procter & Gamble and Always names. The hashtag helped ensure that the campaign lasted longer on more platforms. This is a great example of using what you know about your industry and turning potential negatives into a resounding message. It’s hard to beat the #LikeAGirl campaign in terms of both cost and impact. Of course, having a distinctive and memorable logo to match the branding for your PR campaigns helps!
2. Red Bull: Mission to The Edge of Space
Sports brands have a lot of money to throw at PR campaigns, Check out the Cash Lady richest sports league, and you’ll understand how those brands can spend so much on attracting big names to act as endorsements. However, Red Bull took a different approach when they launched their Mission to The Edge of Space campaign. They used the Austrian skydiver Felix Baumgartner and recorded footage of him breaking the sound barrier during a 127,852 freefall. That resulted in 8.3 million live viewers and a reported 7% increase in sales over six months, leading to $1.6 billion. Thinking outside the box and using resources that others haven’t considered is always a good idea, and when it comes to PR, the goal is to stand out.
3. ALS Association: The Ice Bucket Challenge
It doesn’t get much more viral than the ice bucket challenge, and you may even have been one of the 2.4million people who uploaded videos of themselves pouring that cold water over their heads. Intended to raise awareness of ALS, the PR campaign ended up achieving a lot more and raised over $115 million. This is a great example of getting customer content to raise your profile. The ALS Association made only a few videos themselves and left it to the wider world to create the video content that kept people interested and kept people talking.
Inspiration is all around us, and when it comes to your PR campaign ideas, you must take a closer look at what’s worked and what hasn’t. Check out the worst PR disasters of the last ten years and compare them to the big successes. Find an approach that is both positive and brand relevant, and your next PR campaign could launch your business into a whole new world of success.