A kick-starter campaign to get brands and agencies to think differently about the power of their influence.
It’s visual. It’s creative. It’s unexpected.
A new tyre based fitness program designed to engage female audiences with the brand.
More than just a publicity stunt – actually delivered exercise classes. Made people laugh and was therefore highly shareable. It went against expectations by focusing on the health and well-being of the fitters rather than the fitting of the tyres.
A campaign to get young men to drive more safely – and to sell advanced driving courses.
It understood the key emotional motivator for its audience and used a biological experiment to provide statistics to back it up.
As Steph wrote about the campaign earlier this year, we couldn’t forget to include the NHS missing type in this list.
This was a campaign for the NHS to get more people to donate blood – especially types where they were experiencing a shortage.
It was eye catching. It got people talking about it. It delivered results.
An Instagram stealth campaign to raise awareness of alcoholism in young people and our inadvertent encouragement.
It used shareable content that tapped into their target audience – with a surprise twist revealed. Increased traffic to their website by five times.
The campaign to leave the EU.
Like the result or not, it convinced 52% of people in the UK. It’s key to success was simplicity and repetition of the same three points. It used strong personalities with strong opinions. It understood that positive campaigns are more appealing to the public than negative campaigns.
Donald Trump’s campaign to become President of the United States.
Again, whether you are happy about the result or not – Trump won. It was a classic campaign for change that was delivered at the right time. Trump used social media rather than the press, to show he can communicate with the masses and deliver his point in 140 characters or less.
Source: Gorkana webinar: 2016: A Year in PR – lessons from a tumultuous 2016 and top PR trends for the year ahead delivered by Mandy Sharp, founder of Tin Man, and Paul Charles, former comms director for Richard Branson and founder of The PC Agency.
Author: Jennifer Wright