Our favorite PR campaigns of all time
Dove – #TheSelfieTalk
In a noteworthy stride for Dove’s #NoDigitalDistortion movement, the impactful #TheSelfieTalk PR campaign, launched in 2017, shed light on the detrimental impact of social media on girls’ self-esteem. The campaign showcased a compelling video featuring a young girl meticulously editing her photo for social media, reversing the process to reveal her unfiltered, natural beauty.
Enduringly relevant, the campaign encourages parents to initiate positive conversations about body confidence with their children. A dedicated website offers resources, tips, and downloadable kits, amplifying the campaign’s reach. The hashtag, #TheSelfieTalk, serves as a virtual space for parents to share experiences and advice, fostering a supportive online community.
What set this PR campaign apart? It deftly addressed real-life challenges, striking an emotional chord with its audience through a potent message on self-esteem and body positivity. By encouraging user participation and sharing, Dove cultivated impactful user-generated content, amplifying the campaign’s resonance and fostering a sense of community. In essence, #TheSelfieTalk positioned Dove as a stalwart advocate for body positivity, inclusivity, self-love, and confidence.
Lego – Rebuild the World
In 2019, Lego unveiled its Rebuild the World initiative, a captivating campaign designed to inspire children and their families to unleash their creativity and imagination in reconstructing their surroundings using LEGO bricks. Rooted in the belief that the world, though brimming with challenges, rests in the hands of future generations, the campaign sought to empower children to effect positive change.
Utilizing a vibrant mix of engaging TV ads, social media dynamics, interactive pop-ups, and a dedicated website for sharing LEGO creations, the multi-channel PR approach cast a wide net, sparking widespread enthusiasm. The campaign’s triumph lay in its ability to align with Lego’s core values of creativity, imagination, and play, tapping into the limitless potential that the brand embodies. By delivering a uplifting message that affirmed children’s ability to achieve anything, the campaign became a rallying call that resonated with a broad audience. After all, who wouldn’t rally behind the boundless possibilities of youthful creativity?
Spotify – Wrapped
Since 2016, Spotify’s Wrapped extravaganza has evolved into an eagerly awaited annual spectacle, delivering users a personalized snapshot of their musical journey throughout the year. From most-streamed artists and songs to beloved genres and the total minutes immersed in melodies, Spotify’s Wrapped wraps up this data in vibrant, eye-catching graphics that users eagerly share across their social media realms.
What propels it to the zenith of PR excellence?
Year after year, Wrapped cultivates an air of excitement and anticipation, prompting users to eagerly broadcast their musical stats on social platforms, amplifying awareness and generating an ever-growing buzz.
Beyond the individual experience, the campaign forges a sense of community, spotlighting Spotify’s prowess in data utilization and positioning the platform as a trailblazer in the music streaming arena.
In essence, it’s not just a campaign; it’s a deeply personal, relevant, and inherently shareable phenomenon, propelling Spotify’s Wrapped to viral heights.
Always – #LikeAGirl
Always captivated hearts worldwide with its #LikeAGirl PR campaign, a response to research highlighting a substantial decline in girls’ self-confidence during puberty. The campaign’s essence lay in empowering women and girls, delivering a straightforward yet potent message – that performing an action “like a girl” should embody strength and confidence.
At its core was a video featuring boys, men, women, and girls demonstrating their interpretations of running, throwing, and fighting “like a girl.” The poignant progression showcased the former groups executing the actions somewhat lacklusterly, contrasted by young girls responding with determination, confidence, and strength when asked to demonstrate doing things “like a girl.”
The video’s virality on social media platforms stirred a profound emotional chord, spurring individuals to share their own stories and posts using the hashtag. The campaign’s triumph stemmed from its compelling storytelling, adept use of social media, and an empowering message that resonated deeply. In turn, it established Always as champions of girls and young women, fostering a positive brand association.
Notably, this campaign etched its place in the pantheon of the best Super Bowl ads of all time, further solidifying its status as a groundbreaking success.
