Game changing PR campaigns that we can learn from
Written By: Harumi Kavassaki, Graphic Designer, York University
With the rise of social media and the shift towards digital, the PR industry has undergone significant changes over the past 20 years. PR professionals have had to adapt to these changes by developing strategies that had never been seen before. Companies needed to stand out in order to engage with their audiences. Little did they know that some of their strategies were going to make a mark in the world of PR.
Here are some examples of game changing PR campaigns that have not been forgotten. They have influenced how PR professionals conduct campaigns to this day.
- Dove’s Campaign for Real Beauty (2004): No matter how old you are, you’ve probably heard, seen or studied this campaign before. At a time where the industry imposed and ruled beauty standards, this campaign was designed to challenge the beauty industry’s narrow definition of beauty and promote self-esteem and confidence in women. The campaign featured women of all shapes, sizes and ages. It was incredibly successful in generating positive media coverage and consumer engagement.
One reason why this campaign was so successful? It was, and still is, RELATABLE.
- ALS Ice Bucket Challenge (2014): This campaign was an absolute game changer for how social media is used in PR. The ALS Ice Bucket Challenge was a viral social media campaign that raised awareness and funds for ALS research. The campaign involved people pouring a bucket of ice water over their heads and challenging others to do the same, while also making a donation to ALS research. The campaign was incredibly successful, raising over $220 million for ALS research and generating millions of social media posts.
Worldwide names such as Bill Gates, Oprah Winfrey, Justin Bieber and many more participated in the challenge, which definitely changed our perception of digital influencers, and their ability to connect with their audience. This campaign can be described as VIRAL.
- Share a Coke Campaign (2011): This campaign was designed to increase sales of Coca-Cola by personalising the product. The campaign involved printing people’s names on Coke bottles and cans and encouraging them to share them with friends and family. The campaign was incredibly successful in generating social media buzz and increasing sales, with Coca-Cola reporting a two per cent increase in sales during the campaign. Who didn’t buy a coke with their names just for the sake of posting it on Instagram? It was all about the PERSONALIZED
Dove, ALS Research and Coca-Cola really embraced their opportunities, audience preferences, and established a benchmark for success. By understanding why a PR campaign was successful, PR professionals can learn from the tactics and strategies used and apply these to future campaigns. This can help to improve the effectiveness of future campaigns and achieve better results.
As a consumer, Dove’s campaign touched me. The Ice Bucket Challenge drew me in. For Coca-Cola, I found great enjoyment in seeing the personal touch being added to each bottle. As a PR student, I can see how and why these campaigns achieved their objectives.
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