There are thousands of PR campaigns occur every year. Most are effective but unremarkable. Some are awful. But a few stand out, serving as examples for brands and PR agencies.
ALS Ice Bucket Challenge
Amyotrophic Lateral Sclerosis is a terrifying disease that leads to the scarring of the nerves along the spinal cord. Few even knew that it existed. But that was before the Ice Bucket Challenge. In just one season, the disease captured the attention of the globe. Millions took up the Challenge, from celebrities and CEOs to regular people, and drenched themselves for a cause. In 2013, the ALS Association received $2.8 million in donations. After the Challenge, the association received more than $100 million.
Share a Coke
Few brands enjoy a global reach greater than Coca-Cola but being a giant tends to make one above people. The billion-dollar company reached out by calling their customers by name. A thousand names appeared on different bottle labels printed in the iconic 'You' font. In the Philippines, the labels also featured family and social relationships. To support the local campaign, Coke asked for name suggestions via social media and toured various locations nationwide to give people a chance to receive a personalized bottle.
It's More Fun in the Philippines
The PR campaign to turn our country into a tourist destination to match Thailand didn't begin auspiciously. The slogan had critics and parodies appeared an hour after it debuted. But its disarming charm and spoofability contributed to its virality. It took on a life of its own and everyone just went with it, including the influx of new tourists who visited the country.
Cebu Pacific's Dancing Flight Attendants
Despite it's importance, most passengers are simply uninterested in watching an airline's safety routine. So when Cebu Pacific spiced it up by having their flight attendants dance, it got noticed. And not just by passengers but by the media as well. Videos of the scene were reposted all over the Internet and the budget airline became popular for its safety and approachability.
When Jergens wanted to reach out to a younger market, it delivered a romantic-mystery story online, where part of the mystery was their role in it. The romance appealed quickly to the target demographic, while tie-up events kept it fresh in everyone's minds. When the romance and the mystery was finally resolved, it became great news. Read the whole story here