20 of the Most Brilliant Public Relations Examples to Inspire Your 2024 PR Strategy
In today‘s crowded media landscape, it‘s harder than ever to earn the spotlight for your brand. Journalists are bombarded with generic press releases and dull product announcements. Consumers are increasingly skeptical of traditional advertising. Breaking through the noise requires truly remarkable PR.
The good news? Some brands are leading the way with PR campaigns that are creative, authentic, and impactful. By studying the best of the best, you can find inspiration for your own PR efforts in 2024 and beyond.
To help spark your brainstorming, we‘ve compiled 20 of the most brilliant PR examples from recent years. These campaigns stood out by doing one (or more) of the following:
- Piggy-backing on a major news event or cultural moment
- Partnering with other prominent brands in a mutually beneficial way
- Tapping into an important social cause or movement
- Using humor and wit to engage audiences
- Creating an authentic, emotional connection
- Providing real value or utility to people‘s lives
- Achieving incredible reach and virality
As you explore these examples, consider what elements you could adapt and apply to your own PR initiatives. How can you create campaigns that are genuinely newsworthy and get people talking about your brand? Let‘s dive in.
- Burger King‘s "A Day Without Whopper"
In 2019, Burger King made a surprising announcement: for one day, it would stop selling its iconic Whopper burger at select locations. The twist? It encouraged customers to go to McDonald‘s instead to support its rival‘s charity efforts for Children With Cancer.
This campaign worked because it was so unexpected for the brands to cooperate. Burger King sacrificed sales for a good cause and earned massive PR buzz as a result. The stunt raised awareness and funds for an important issue while making Burger King look generous and altruistic.
- Adidas‘s "Run For The Oceans"
Since 2017, Adidas has organized an annual global running event called Run For The Oceans to raise awareness about marine plastic pollution. For every kilometer run, Adidas contributes funding to Parley Ocean Plastic‘s environmental education and cleanup efforts.
By quantifying impact and showing how individual actions can lead to large-scale change, Adidas inspired millions to participate. The program perfectly aligned the brand with a popular cause (sustainable oceans) in an authentic, action-oriented way. Adidas has generated huge PR exposure with each year‘s event.
- Brewdog‘s "Beer For Equity"
The Scottish craft brewery Brewdog made headlines in 2009 by announcing an unusual new form of crowdfunding. The "Equity for Punks" program allowed beer fans to buy shares in the company online. Rather than just taking investors‘ money, Brewdog rewarded them with perks like discounts and invites to exclusive tasting events.
This innovative model generated PR by making Brewdog‘s loyal customers feel truly invested in the brand‘s success. It allowed Brewdog to raise substantial funding while strengthening its community of evangelists. The program has continued through several more rounds, turning passionate fans into literal brand advocates.
- IHOP‘s "IHOb"
In the summer of 2018, IHOP (International House of Pancakes) sparked huge speculation and debate by saying it was changing its name to "IHOb." After days of buzz, it revealed the "b" stood for "burgers," as IHOP was launching a new line of Ultimate Steakburgers.
While the name change wasn‘t permanent, the stunt got everyone talking about IHOP‘s non-breakfast offerings. The mystery engaged fans on social media and the payoff showcased an important new menu addition. IHOP‘s burger sales quadrupled following the campaign.
- Dominos‘ "Paving For Pizza"
After discovering that potholes and rough roads can ruin takeout pizza during delivery, Dominos launched a campaign to help cities pave their streets. The "Paving For Pizza" website allowed customers to nominate their town for pothole repairs funded by Dominos.
This campaign earned PR by providing a practical service to communities tied directly to the product. It showed Dominos going above and beyond to improve customers‘ experience. The feel-good initiative boosted Dominos‘ reputation and generated goodwill in the cities it helped.
- Gillette‘s "The Best Men Can Be"
In 2019, Gillette ignited conversations by taking a stand on toxic masculinity. Its "We Believe" ad replaced the brand‘s 30-year slogan "The Best a Man Can Get" with "The Best Men Can Be." The spot examined issues like bullying, sexual harassment and challenged men to reject the old "boys will be boys" attitude.
While the bold stance was controversial to some, it positioned Gillette as socially conscious and forward thinking. By aligning with the #MeToo movement, Gillette earned praise for using its influence to call for positive change. The video racked up millions of views and generated thousands of press mentions worldwide.
- Spotify‘s "Wrapped"
Every December, Spotify users look forward to "Wrapped" – the music streaming service‘s personalized summary of each user‘s listening habits from the past year. Wrapped compiles your most-played songs and artists and packages the data in a colorful, shareable format ripe for social media.
By gamifying music discovery and playing into people‘s self-identity, Wrapped reliably inspires millions of users to post about it online. The personal stats spark conversations and the excitement fuels new app downloads. Spotify has turned it into an annual tradition that earns massive organic publicity.
- Iceland‘s "Rang-Tan"
UK supermarket chain Iceland made a big impact with its 2018 holiday ad "Rang-Tan." The animated short film told the story of rainforest destruction from the perspective of a baby orangutan displaced by palm oil growers.
While the ad was deemed too political for TV broadcast, Iceland released it online to huge acclaim. The poignant story drew praise for spotlighting deforestation and Iceland‘s commitment to removing palm oil from its products. The film racked up 70 million views, sparked celebrity endorsements, and positioned Iceland as an ethical retailer.
- Wendy‘s National Roast Day
Fast food chain Wendy‘s has developed a snarky, sassy social media persona that isn‘t afraid to roast competitors and customers alike. In 2018, it declared January 4 "National Roast Day" and spent the day unleashing savage tweets at other brands who volunteered to be mocked.
By going all-in on its signature humor and persona, Wendy‘s generated a surge of engagement and media coverage. Other big brands played along and the day became an entertaining spectacle for Twitter users. The stunt reinforced Wendy‘s witty image while keeping it top of mind.
- Patagonia‘s "The President Stole Your Land"
Outdoor gear retailer Patagonia has long been vocal about environmental activism. In 2017, it took a stand against the Trump administration‘s order to reduce the size of two national monuments in Utah. Patagonia replaced its usual homepage with a black screen and stark message: "The President Stole Your Land."
The move thrust Patagonia into a heated political battle and drew some calls for boycott. But it also inspired huge support from customers and activists who shared the message. By putting its principles above profits, Patagonia burnished its reputation as a mission-driven brand and environmental leader.
- KFC‘s FCK Apology
In 2018, KFC faced a PR crisis when a supply chain snafu forced it to close hundreds of UK locations due to a chicken shortage. Rather than go silent or deflect blame, KFC tackled the issue head-on with a masterful apology ad.
The full-page ad showed an empty bucket with the KFC logo scrambled to read "FCK." The sparse copy apologized for the "hell" customers faced and thanked KFC workers. By acknowledging the scope of the problem with humility and humor, KFC defused backlash and even earned sympathy. The apology became a case study in crisis communications done right.
- Liquid Death‘s "Killer Baby Namer"
Liquid Death, a canned water startup, has disrupted the bottled water industry with its macabre branding and heavy metal aesthetic. To promote its limited-edition Halloween can "Mummy Dust," Liquid Death launched a name generator called "Killer Baby Namer."
The tool spit out over-the-top evil names that perfectly fit the brand‘s outrageous personality. Its silly-meets-sinister tone entertained fans while making Liquid Death a hugely shareable Halloween talking point. By fully committing to its unique identity, Liquid Death has earned a cult following and rapid growth.
- Budweiser‘s "Wind Never Felt Better"
Budweiser made a splash with its 2019 Super Bowl ad promoting its use of wind energy. The spot showed the famous Budweiser Clydesdales galloping through a wind farm to the tune of Bob Dylan‘s "Blowin‘ In The Wind." The poetic ad highlighted Budweiser‘s commitment to sustainability as every bottle of beer is now brewed with 100% renewable electricity.
By linking its eco-friendly practices to its classic iconography, Budweiser made "going green" feel accessible and all-American. The ad earned praise for proving that sustainability can be a mainstream proposition for big brands.
- Calm‘s "Sleep Stories"
Meditation app Calm has pioneered a content marketing approach to earning PR. One of its most successful features is "Sleep Stories" – soothing bedtime tales read by celebrities like Matthew McConaughey, Harry Styles and Idris Elba.
By enlisting A-listers to record quirky, relatable stories, Calm has turned "Sleep Stories" into a PR engine. Each new star-studded story generates a wave of headlines and social posts that attract new users to the app. The series boosted Calm to become the first mental health unicorn valued at over $1 billion.
- Aviation Gin‘s Peloton Sequel
In 2019, a Peloton ad featuring a woman documenting her year-long fitness journey went viral for all the wrong reasons. Viewers mocked the ad‘s awkward, vaguely dystopian vibe. Within days, Aviation Gin had filmed a sequel starring the same actress, now relaxing with a cocktail and toasting "new beginnings."
By cleverly hijacking a buzzy moment and positioning itself as the "fun" alternative to Peloton, Aviation Gin scored its own viral hit. The meta ad felt like a knowing wink to the shared cultural experience. It was a masterclass in drafting off a competitor‘s misfortune to boost your own brand.
- Amazon‘s "Jurassic Park Now"
To promote the streaming launch of the Jurassic Park films on Prime Video, Amazon pranked London commuters with a Jurassic Park-themed stunt. The brand tricked out one of the city‘s biggest public transit stations to look like the movie‘s iconic gates and ticket booths. Actors dressed as park staff scanned riders into "Jurassic Park Now" turnstiles and signs warned of dinosaurs on the loose.
The immersive experience made riders feel like they‘d stepped into the movie world IRL. By transforming a everyday location into a recognizable pop culture destination, Amazon created a PR spectacle that put its streaming content top of mind.
- Tinder‘s "Swipe Night"
To boost engagement, dating app Tinder launched "Swipe Night," an interactive choose-your-own-adventure series. For four consecutive Sunday nights, the app presented users with an apocalyptic survival story where they controlled characters‘ choices. The communal, time-sensitive nature of the experience sparked conversations as users compared paths and outcomes.
Tinder then cleverly used people‘s decisions to inform potential matches, giving them natural icebreakers for connections. "Swipe Night" earned substantial media coverage and a 26% increase in matches. By making the app itself an entertainment destination, Tinder raised its profile and revenue.
- Impossible Foods‘ Grocery Launch
After huge buzz from its debut in restaurants, plant-based meat maker Impossible Foods had a smash launch in grocery stores in 2019. Rather than simply announce its retail rollout, Impossible created an experiential campaign that brought its product directly to curious shoppers.
The company put up eye-catching, vaguely mysterious subway ads and sidewalk graffiti touting slogans like "We‘re Impossible to ignore." Street teams gave out free Impossible burgers from food carts and gathered petition signatures to bring the product to stores. Once it hit shelves, Impossible‘s sausage became the top-selling item in its category. The teaser campaign translated pent-up hype into real-world demand.
- Oreo‘s "Doomsday Vault"
In 2020, Oreo built a concrete bunker in Norway to protect its cookies from an apocalyptic disaster. The stunt was a response to an asteroid set to pass near Earth that made some doomsday predictors speculate about a potential impact.
Timed to Asteroid Day, Oreo released a comedic video announcing its "Global Oreo Vault," an indestructible fortress to safeguard the Oreo recipe and cookie stash. The bunker, inspired by the real-life Svalbard Global Seed Vault, had the feel of a sci-fi film set, complete with an airlock entrance and walls of cookies.
By playfully riffing on disaster movie tropes, Oreo created a viral PR moment. The over-the-top stunt emphasized the brand‘s global ubiquity and devoted fan base while boosting its relevance in the news cycle.
- Heinz‘s Ketchup Puzzle
During the initial COVID lockdowns of 2020, Heinz released a novelty product perfectly suited to the moment: a 570-piece, all-red jigsaw puzzle. The puzzle, made entirely of the exact shade of red used on Heinz labels, was billed as the "slowest puzzle on earth."
By tapping into the boredom and free time created by quarantine, the ketchup-colored brain teaser became an instant PR win. The first batch of puzzles sold out in minutes, compelling Heinz to produce more to meet demand. The buzz reinforced Heinz‘s status as a beloved pantry staple and boosted goodwill during a challenging time.
The Takeaway: Stand Out By Doing Things Differently
As these examples show, the campaigns that cut through are often unconventional, unexpected, and unafraid to take creative risks. At their core, they put a fresh spin on familiar elements – a classic brand character, a cultural reference point, a media format – to grab attention.
They also form authentic connections by championing worthy causes, uplifting communities, and providing real utility. When brands have a clear sense of purpose that aligns with people‘s values, they can turn passive customers into passionate fans.
Great PR is increasingly participatory and experiential. It invites audiences into a larger shared moment, whether that‘s a contest, a challenge, a mystery, or an alternate reality.
Looking ahead to 2024, brands should be on the lookout for more ways to create these immersive campaigns that take on a life of their own. With a compelling hook, a well-timed tie-in, and a little bit of boldness, any brand can engineer its own PR success story.
The main principle remains evergreen: give people a strong reason to talk about you. In an era of constant stimuli and endless distractions, that‘s what separates the true headline-makers from all the noise.
Want more PR insights and ideas? Check out our guides to writing press releases, pitching journalists, and managing PR in-house vs. hiring an agency.
