This year has seen some super creative campaigns, from pint theft to addressing issues through chocolate. PR is ever-changing, and from this year's most popular PR campaigns, we see some interesting trends developing: brands are fully embracing AI, receiving tens of millions of views from a response to a TikTok post, and using increasingly activistic and bold messages. 

In this article, we'll explore some of the best PR campaigns of the year, including the tactics that fueled their success and the insights that PR pros can apply to their campaigns.

STANLEY CUP STANDING THE TEST OF FIRE PR CAMPAIGN
Disclaimer: To be honest, the Stanely Cup incident occurred in late November last year. But the Stanley Cup craze is still relevant in 2024 (see this SNL skit for reference), so it's worth an honourable mention in this article. Last November, a woman posted a TikTok showing the aftermath of the car catching fire, while her Stanley Quencher tumbler remained intact (the ice inside unmelted). In the initial video, the TikToker (click here) filmed the remnants of her car, saying. 

“Everybody is so concerned about if the Stanley spills, but what about if it melts? It was in a fire yesterday and it still has ice in it.” 

This video quickly went viral and amassed more than 84 million views. Two days later, Stanley’s President, Terence Reilly, stitched the original video offering a new tumbler – and a new car. The response got over 32 million views, boosting Stanley’s visibility and increasing their brand worth. Although the Stanley water bottle has been around for over 100 years, its latest marketing and PR efforts have made it an accessory. The recent hype, including the surviving Tumbler incident, has solidified Stanley’s reputation as a resilient and enduring brand.

Stanley's swift response to a viral video featuring their President as the brand's face highlights the impact of quick action in capitalising on news and generating positive visibility. Leveraging external validation, such as user-generated content, can build trust by showing real-life product integration. Stanley's personable approach in addressing the incident, with their President directly responding, demonstrates how humanising a brand during crises can foster strong consumer connections and positive publicity.

COCA-COLA – "SHARE A COKE" PR CAMPAIGN
Coca-Cola's "Share a Coke" campaign is widely regarded as one of the best PR campaigns ever due to its unparalleled success in engaging consumers personally and revitalising brand perception.

Unlike traditional marketing approaches, the campaign transformed Coca-Cola's packaging by replacing the iconic logo with famous names and phrases, encouraging consumers to share personalised bottles with friends and loved ones. This innovative strategy tapped into the universal desire for personalisation and connection, resonating deeply with consumers across demographics.

Moreover, the "Share a Coke" campaign exemplified the power of user-generated content, inspiring consumers to share photos and stories of their personalised Coca-Cola bottles on social media platforms. This organic, grassroots engagement amplified the campaign's reach and visibility, sparking a viral sensation that extended far beyond Coca-Cola's initial marketing efforts.

NIKE – "DREAM CRAZY" WITH COLIN KAEPERNICK PR CAMPAIGN
Nike's "Dream Crazy" campaign featuring Colin Kaepernick stands due to its bold stance on social justice issues and its profound impact on public discourse. By featuring Kaepernick, a polarising figure known for his activism against racial injustice, Nike took a calculated risk that ignited widespread conversation and controversy. 

The campaign's powerful message -" Believe in something. Even if it means sacrificing everything" - resonated with audiences worldwide, sparking debates on patriotism, freedom of expression, and corporate responsibility.

Beyond its provocative messaging, the "Dream Crazy" campaign showcased Nike's commitment to authenticity and inclusivity, aligning the brand with a cultural movement that transcended sports. By amplifying Kaepernick's message and championing his cause, Nike positioned itself as a social progress and empowerment champion, resonating with a younger, more socially conscious demographic.

Did we miss any of your favourite campaigns this year?  Hit us up at enquiries@dify.sg! 

We'd love to hear from you.