Want to be heard through all the noise? One thing that can get lots of people talking about your brand is a PR campaign. When carried out effectively, successful PR campaigns leave behind an inevitable impact and create the buzz that an enterprise deserves.
From breakthrough creativity to precisely timed launches, the greatest public relations campaigns share a few common denominators. They have clear objectives, solid messaging, and a clearly defined target audience. Such campaigns are innovative, in line with the brand’s value propositions, and, most importantly, memorable.
But what makes a campaign stand out? Below are seven of the most successful PR campaigns that made headlines, along with lessons you can use to inspire your next venture.
1. Spotify Wrapped
Since 2016, the Wrapped campaign on Spotify has been a viral phenomenon. Every December, users get a summary of their listening habits over the year. Users get a personalized summary in which they can see their favorite genres, most played songs, and hours spent listening from the Wrapped campaign.
What really takes this campaign to the next level? Spotify makes it easy—and irresistible—for users to share their Wrapped results on social media, creating an organic buzz that spreads like wildfire.
Why It Worked:
- Personalization: Users feel a sense of ownership over the data.
- Shareability: Encouraging social sharing increased visibility.
- Emotional connection: It tapped into nostalgia and community as people compared playlists and memories.
This campaign not only boosted user engagement but also solidified Spotify’s position as a leading music-streaming platform.
2. Dove #TheSelfieTalk
Dove’s #TheSelfieTalk campaign as part of its broader #NoDigitalDistortion initiative focused on bringing attention to the damaging effect of social media on the self-esteem of girls. The video was quite striking when it showed how filters and editing tools distort reality, with one girl transforming from natural to very edited.
The campaign provided parents and teachers with resources to foster body confidence in young girls. Hashtags like #TheSelfieTalk encouraged open discussions online, creating user-generated content that amplified its reach.
Key Takeaways:
It reinforced Dove’s reputation as a brand championing body positivity.
A relatable and socially relevant message resonated deeply with the audience.
User-generated content made the campaign feel authentic and community-driven.
3. IKEA’s #StayHome Campaign
During the pandemic, IKEA initiated its #StayHome campaign, calling upon people to rediscover comfort at home. It revived the memories of cherished moments in the home and, of course, other practical solutions, such as online furnishing tutorials, for freshening up living spaces.
What Made It Successful:
- Timeliness: It addressed a shared global experience during lockdowns.
- Emotional appeal: It evoked gratitude for home life.
- Practical support: Tutorials empowered people to make meaningful changes.
This campaign positioned IKEA as the go-to brand for affordable and functional home solutions.
4. Always #LikeAGirl
Always transformed a common insult into an empowering message with its #LikeAGirl campaign. Research showed that girls’ confidence plummets during puberty, so the brand set out to challenge stereotypes and redefine what it means to do something “like a girl.”
A viral video contrasted adults’ mocking interpretations of “like a girl” with young girls’ confident, unapologetic demonstrations. It was a heartfelt reminder of the strength in femininity.
Why It Resonated:
- Emotional storytelling connected with a broad audience.
- Viral engagement on social media amplified its reach.
- It established Always as a brand that supports and uplifts women.
This campaign is a testament to the power of challenging societal norms in a meaningful way.
5. Lego’s Rebuild The World
The Rebuild the World campaign from Lego was encouraging creativity as it was showing how kids can solve real-world challenges with imagination. It reached a global audience through TV ads, social media engagement, and pop-up installations. It even included an interactive platform where children could share their creations.
Why It Stood Out:
- Playful messaging aligned perfectly with Lego’s brand values.
- The multi-channel strategy ensured broad visibility.
- It tapped into universal themes of hope, creativity, and problem-solving.
Lego reminded the world that anything is possible when you let your imagination run wild.
6. American Express Small Business Saturday
In 2010, American Express established Small Business Saturday to help small businesses over the busy holiday shopping season. Consumers were encouraged to shop small that day after Black Friday; Amex cardholders received rewards for their purchases.
What Made It Lasting:
- Clear, relatable messaging that resonated with both consumers and small businesses.
- Strong incentives encouraged participation.
- It fostered community support, making it more than just a marketing gimmick.
Over a decade later, Small Business Saturday continues to drive local shopping and solidifies American Express as a brand that champions the underdog.
7. KFC UK’s “FCK” Apology
In 2018, KFC experienced the biggest PR nightmare to date. A supply chain issue left restaurants across the UK without chicken. Instead of shrinking behind corporate statements, KFC had the ultimate witty campaign with an empty chicken bucket and its logo rearranged to spell “FCK.”
Why It Worked:
- Humor: The cheeky apology disarmed criticism and showed humility.
- Transparency: Acknowledging the mistake built trust.
- Bold creativity: It turned a PR disaster into a relatable moment.
This campaign is a reminder of the value of owning up to mistakes with authenticity and flair.
Lessons for Your Next Successful PR Campaign
Therefore, what do all such successful PR campaigns have in common? Be it Spotify Wrapped using a dataset to tell stories or the body positivity campaign by Dove, each campaign connects, involves, and resonates with the values of the brands.
Here’s how you can make his campaign unique:
- Define Clear Goals: Know what you want to achieve from the start.
- Understand Your Audience: Cater to their needs and values.
- Be Creative: Be willing to take risks and try something unconventional.
- Engage Your Community: Encourage participation through shareable, user-driven content.
If you are ready to create the next big success story, Otter PR is here to help. Our team specializes in creative campaigns, results-oriented publicity stunts, and innovative strategies. Book a strategy call today to see how we might help bring your vision into reality.
From Spotify to KFC, these campaigns demonstrate that with the right strategic play, your brand can also make headlines.
