26 Mar Examples of Successful PR Campaigns
Successful PR campaigns that have worked
This month I’ve asked Simon Matthew from www.brightdigitalmedia.co.uk to take us through some of his favourite successful PR campaigns. I especially like the Vokswagen one! What’s interesting is how the different canpaigns have used a number of ways to get attention, spanning social media, TV and advertising.
The company launched a new ‘woofwagen’ campaign, targeted at dog lovers. The campaign features a variety of cute dogs to showcase the wide selection of vehicles on offer. It ran as a series of TV adverts, before being successfully pulled through to its digital and social channels. Volkswagen UK used the hashtag #woofwagen on Facebook and Twitter, as well as putting up a dedicated landing page on the website, where dogs of different breeds are pictured alongside the car names and prices.
You can click on a dog, and a window pops up with a clever description of the vehicle. There is also a humorous, yet factual sentence, at the bottom of the website that says, “The dogs shown in this website are not for sale. They all have happy homes. No dogs were harmed during filming and all our dogs were cared for by their owners and a vet.” As part of the campaign, a series of six second dedicated videos were put on the Volkswagen UK YouTube account, featuring several dogs from the TV adverts.
This is a great example of how a TV campaign can be designed to spark social sharing and interaction. Not only did the campaign use creative and engaging TV adverts, but also managed to follow it through with being equally creative and engaging through social media, which has been a great way to amplify the campaign. What is evident to its success it knowing your social media community, understanding what type of content motivates your community to engage, respond and share, and Volkswagen found using cute puppies and dogs works like a dream!
Dove have recently launched a happiness-oriented campaign on Twitter, using targeted campaigns to turn online hate in to something positive. They launched a series a branded hashtags, such as #SpeakBeautiful to make the internet a happier and friendlier place. #SpeakBeautiful is set to continue throughout the year, and Dove hopes to foster positve self esteem aimed at women and girls.
“Twitter allows us to send one-on-one responses to women and girls to inspire them to help change the way we talk about beauty on social media,” said Jennifer Bremner, director of marketing for Dove. “It only takes one tweet to ignite a positive trend online.”
Dove is just of of various brands trying to improve consumers state of mind, and make them happier. My aiming for the overall happiness goal, it will help the brand better engage with consumers, standing a better chance of creating and securing long-lasting and profitable relationships with their consumer group. This proves that brands can play a meaningful role to support and enhance peoples pursuit of happiness.
BA has recruited Oxford University’s a capella group ‘Out Of The Blue’ to make a video spoof of Wham’s Club Tropicana. The group first gained notoriety last year after doing a version of Shakira’s Hips Don’t Lie, which went viral. BA’s Wham tribute is being launched in the period that is said to be the most stressful for booking summer holidays.
The video has now been shared across BA’s social platforms, as well as the airlines in-flight entertainment systems. Check out the video here:
Football – #RainbowLaces
This campaign aim to ‘kick’ homophobia out of football, by encouraging players to wear colourful laces on the pitch. The social media campaign has been a huge success – 30% of the UK population are aware of the cause. The campaign is also backed by the Football Association, Paddy Power, Stonewall, and a large number of football clubs.
Various football players contributed and used their fame to highlight awareness for equalities. This brought the fans to attention and saw this as an opportunity to with them on a personal level, by showing their support.
Arsenal players wore the laces in a TV advert, which was humorous and featured a call to action, encouraging the audience to engage and show their support on social media, tweeting the hashtag, #RainbowLaces. The advert was also shared digitally, giving it more exposure via digital channels.
You can find out more about Simon here