Coming up with a genius idea and executing it to perfection is one of the most satisfying parts of this job.
However, it takes many cogs turning in the right direction to make a PR campaign a success;
So, now you know what goes in to a successful campaign let’s look at some of our favourites.
The One with Community Spirit – Share a Coke
Putting people’s name on stuff is not a new idea – you can buy everything from pencils to bottle openers and a multitude of tat in between.
However, seaside souvenir shops have nothing on the delight of seeing your name emblazoned across one of the world’s most iconic items. That’s what Coca-Cola offered when they launched their ‘Share A Coke’ campaign.
The result…everyone clambering to buy a bottle with their name, their partner’s name, their mum, dad and dog’s name on it.
This culminated in a growth in sales for the first time in 10 years for Coke. A huge success. A simple idea, executed to perfection.
But what about my name? I can’t find it anywhere! – Not a problem, as Coke launched a website where you could personalise your own bottle. Problem solved. (Remember what I said about managing the crisis before it becomes a crisis).
The One That Laughed at Itself – Go Compare’s Graffiti
In Britain, we love a good joke; we’re famous for our sense of humour and the ability to laugh at ourselves.
So, a campaign showing that a company is prepared to laugh at itself, to acknowledge its pitfalls is a recipe for success.
That’s exactly what Go Compare did when they erected billboards with a difference. These pre-graffitied advertising boards acknowledged the social rumblings that their mascot was a teeny bit annoying.
The pictures were shared across social media platforms far and wide, with people taking enjoyment in someone finally giving Go Compare the message about their operatic front man.
The blurring between real life and a carefully implemented plan worked perfectly for Go Compare. With people sharing the images, that initially looked derogatory, they managed to get their branded billboards plenty of free publicity. Once people realised it was staged they we’re quick to applaud Go Compare’s ability to laugh at themselves. Bravo!
The One That Challenged the Norm – Dove’s Campaign for Real Beauty
In a world where photoshop often blurs reality and every tiny imperfection can be eradicated in the editing suite, Dove broke the rules and challenged the status quo.
Their ‘Campaign for Real Beauty’ used ‘real’ women, of different shapes and sizes, creeds and colours.
The message was simple, this product is perfect for anyone, no matter what you look like. The positive message was embraced by millions and inspired body confidence for countless women.
The campaign has been so successful that their brand is now synonymous with images of ‘every day women’, and the same theme has been re-imagined again and again for over 10 years now. If it ain’t broke, don’t fix it, hey?
All of these campaigns have stuck in the memory, each for a different reason but each for executing a great idea to perfection.
We would love to hear from you with some of your favourite campaigns…