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19 Successful PR Campaigns from Innovative Companies

• Megan Noorman
• December 28, 2023

Successful PR campaigns come in as many different forms as there are brands. What could be innovative and on-point for one company may be totally off-key for another.

Despite that, looking at other companies’ PR successes can still be helpful when developing a comprehensive PR campaign for your brand . So let’s look at 19 major PR successes over the years from companies across various industries and key takeaways to strengthen the impact of your next PR campaign.

1. The “Summer of Barbie” Campaign

The “Summer of Barbie” campaign, associated with the 2023 Barbie movie, created a global buzz. This vibrant campaign included painting mansions pink and setting up life-sized Barbie boxes for photo ops, leading to a surprising pink paint shortage. The campaign’s success was monumental, contributing to the movie’s staggering $2.9 billion global gross.

The Barbie campaign tapped into the nostalgia of a beloved brand while aligning it with contemporary trends. Brands can learn to blend nostalgia with modern elements to appeal to both long-time followers and new audiences.

By weaving a compelling narrative around Barbie and integrating it with real-world experiences, the campaign created a story that people wanted to be a part of. Brands should focus on crafting stories that are not only engaging but also offer opportunities for the audience to participate and contribute, creating a shared and more impactful brand journey.

2. Reinventing Financial PR with Dwolla

Dwolla, an established player in the modern payments platform sector, sought to rejuvenate its image and boost brand awareness in 2022. Zen Media’s approach was a dynamic 90-day PR blitz, focusing on forward-thinking announcements and unveiling new partnerships. This comprehensive strategy also highlighted unique case studies and proactive podcast pitches, cementing Dwolla’s position as a fintech thought leader. The outcome was impressive: over 170 media pieces and 250+ social media engagements, significantly raising Dwolla’s profile and exceeding their expectations in brand visibility.

Dwolla’s campaign also underscores the importance of innovation within industry norms. In the financial sector, where trust and reliability are paramount, Dwolla managed to inject freshness and dynamism into its brand image without losing sight of these core values. Brands in other sectors can take note of this balance between innovation and adherence to industry standards.

3. Lego Rebuild the World 

Their first global PR campaign in decades, Lego’s Rebuild the World was focused on inspiring creative thinking in kids—but also adults. As part of the public relations campaign, Lego asked customers to submit pictures of their creations, aggregated onto a 3D globe on the brand’s website. Users can move and spin the globe to see what people worldwide have created. 

The best part is that Rebuild the World struck the perfect balance between inspirational and playful—an exact fit for Lego’s overall brand personality.

4. Kamua’s Product Launch campaign

Our client Kamua, an AI-powered video editing platform, wanted to establish itself as an authoritative voice in the video editing industry and rapidly expand its base of dedicated users. 

We worked with them to create a comprehensive, strategic public relations strategy that included bylined articles by Kamua founder and CEO Paul Robert Cary; multiple monthly mentions including in tier-one publications; and, most importantly, a Product Hunt launch campaign that would get Kamua’s name and product in front of thousands of tech-savvy users and influencers. 

Kamua became one of the top three most-hunted products on Product Hunt, was featured in Product Hunt’s email newsletter , and was named Best Product of the Week by Product Hunt the week of its campaign. Just one outcome of this PR campaign? The platform gained 400 new users literally overnight.

Related read: Product Launch Marketing: Strategy, Plan, and Execute

5. Dove’s #TheSelfieTalk Campaign

A decade after the women’s skincare brand launched its Real Beauty campaign, it’s still going strong. 

Why? Because they’ve involved real women (and girls) every step of the way. Their latest campaign is a commentary on how social media affects girls’ self-esteem. Their #TheSelfieTalkCampaign shows a young girl editing a photo of herself to post online. To make their point, Dove shows this process in reverse. The advertisement ends by showing the girl’s natural face without makeup or filters. 

From honest conversations on beauty standards to what it means to “throw like a girl,” Dove’s public relations campaigns have evolved and adapted to the times by staying sincerely in touch with what its customers are experiencing in their daily lives.

6. BBC’s Peaky Blinders fan art campaign

Fan art is a world unto itself—but surprisingly few brands embrace this “unofficial” view, even though it’s probably the best possible source of user-generated content a brand could ever ask for. 

An exception to this was the show Peaky Blinders , which issued a call to fans to create art for their new season’s imagery in 2019. Not only did this generate interest among casual viewers and those who were not yet fans, but it also strengthened the relationship between the show’s creators and the viewers who love it—a win-win. 

Related read: How to Take Your User-Generated Content from Good to Great

7. Caldwell’s newsjacking campaign

Caldwell, a law firm specializing in high-growth startups and early-stage tech and life sciences, aimed to extend its brand beyond its founder’s reputation. The firm worked with Zen Media, and our innovative strategy involved a newsjacking campaign, seizing real-time opportunities for Caldwell’s attorneys to comment on global cases. This proactive approach led to numerous features in trade magazines covering tech and biotech cases, enhancing Caldwell’s visibility and establishing its lawyers as industry thought leaders.

Caldwell’s approach illustrates the effectiveness of creating a multi-dimensional brand identity . By showcasing their expertise on various platforms and media, they not only enhanced their brand visibility but also added depth to their brand’s persona. Brands should strive to create a diverse yet cohesive image that reflects their multiple strengths and areas of expertise.

8. The Eras Tour — More than just a concert

Can we call a concert tour a campaign? Why not! Taylor Swift took over the world in 2023 with her Eras Tour. She not only blasted through global attendance and revenue records for a tour and had a direct impact on local economies where she performed (and released multiple albums and a film), but she also created a widespread culture that consumed the market. 

The Eras Tour exemplifies the power of a holistic marketing approach. By integrating various elements—music, visual arts, storytelling—into a cohesive campaign, Swift managed to create a brand experience that was both immersive and memorable. Brands can learn to integrate different marketing elements to create a more comprehensive and engaging campaign.

Another critical aspect of the Eras Tour’s success was Swift’s strong fan base. Brands should focus on building and nurturing a loyal community around their products or services—it can be a powerful tool in amplifying the impact of campaigns.

9. State Street Global Advisors Fearless Girl 

The Fearless Girl statue that the Wall Street firm State Street Global Advisors firm placed to face down the famous Wall Street bull became a symbol of the financial sector’s lack of gender diversity, and the women who have been at the forefront of trying to change that. 

But in addition to its symbolic importance, it’s also a carefully crafted advertisement—one for the firm’s exchange-traded Gender Diversity Index SHE fund. 

The firm has faced some criticism over the years since putting up the statue, as it hasn’t always been clear whether State Street Global Advisors is making gender diversity a true priority. 

And this brings up another important point when it comes to creating successful PR campaigns: Your brand needs to put its money where its mouth is. If you say diversity, or sustainability, or another issue is important to you, make sure you’re backing that up with real action. 

Related read: Negative Public Perceptions and Other PR Problems: How To Change The Narrative

10. Calian IT & Cyber Solutions—Blending brands for a bigger impact

Following its acquisition of Computex, Calian IT & Cyber Solutions faced the challenge of merging brand identities and penetrating the U.S. market. They partnered with us at Zen Media, and we created a strategic PR roadmap, including curated proactive pitching topics to position two of Calian IT & Cyber Solutions’ senior executives as thought leaders in their areas of expertise. 

Zen would also help secure the executives Forbes Technology Council memberships and launch a regular cadence of published bylines. This robust campaign led to significant media coverage and awards, with Calian’s IT & Cyber Solutions division reporting double-digit revenue growth, largely credited to their expanded U.S. presence.

In merging two brands, it’s crucial to balance innovation with the preservation of core values and strengths that define each brand. This balance helps in maintaining loyalty among existing customers while attracting new ones.

11. New Cosmos USA’s community-first approach

New Cosmos USA, committed to preventing natural gas explosions with their DeNova Detect alarm, took a unique community-centric PR approach. In response to a gas explosion in West Reading, Pennsylvania, they collaborated with Zen Media for a rapid community support and media outreach strategy. This involved donations, local PSA publications, and educational materials on gas safety. 

The campaign, replicated in other locations, not only bolstered community safety but also positioned DeNova Detect as a leader in natural gas safety, leading to increased sales in those areas. By positioning the DeNova Detect alarm as a solution to a community issue, New Cosmos USA effectively aligned their product with community welfare, enhancing the product’s value proposition. Brands should evaluate the success of their campaigns not just in terms of sales but also by their impact on community welfare and social awareness.

12. Gender Pay Gap Bot Fights For Fair Wages 

As we’ve stated, many companies like to raise awareness of social issues and fight for change. The Gender Pay Gap Bot is an automated Twitter account that advocates for women’s rights to equal pay—and on International Women’s Day, the bot ran a PR campaign to hold companies accountable. 

Their slogan: “Stop posting platitudes. Start fixing the problem.” 

As companies in various industries filled users’ feeds with empowering messages, the Gender Pay Gap Bot responded with data revealing the inequities in compensation between their male and female employees. This PR strategy sheds light on these issues through transparency and neutral messaging. Today, the Twitter account has over 240,000 followers. 

13. McDonald’s ‘We Hire People’ Campaign

Companies that emphasize the importance of diversity, equity, and inclusion (DEI) initiatives are paving the way for a kinder, more inclusive world. Promoting these brand values through public relations strategies is a great way to show your commitment to welcoming all of your employees and customers. 

McDonald’s ‘We Hire People” Campaign does just this. The fast-food chain introduces viewers to many individuals with various cultural backgrounds, passions, and ages. The advertisement shows that McDonald’s doors are open to everyone. These messages are essential in 2024. 

14. Nike’s ‘Just Do It’ Campaign

This campaign has been one of the most successful PR campaigns of all time. The tagline “Just Do It” is simple yet powerful and has become synonymous with Nike’s brand identity. The campaign’s success is due to its inspirational message that encourages consumers to push themselves beyond their limits and achieve their goals. Nike has used the campaign to showcase its products as tools that help people achieve their athletic potential. The “ Just Do It” campaign has also featured famous athletes, such as Michael Jordan and Serena Williams, who embody Nike’s brand values of determination, perseverance, and excellence.

15. Google’s Year in Search

Google’s “Year in Search” campaign is an annual PR campaign that showcases the top trending searches of the year. The campaign has been successful because it taps into people’s emotional connections to current events and showcases Google’s ability to capture the pulse of the world through search data. The campaign is also highly shareable and creates a sense of community around the shared experience of looking back at the year’s top moments. The campaign reinforces Google’s brand identity as a company that is at the forefront of technology and innovation.

16. Red Bull’s ‘Stratos’ Campaign

In 2012, Red Bull sponsored Felix Baumgartner’s record-breaking jump from the edge of space called the “ Red Bull Stratos. ” The campaign was a massive success, generating over 52 million views on YouTube and millions of dollars in earned media coverage. The campaign was successful because it showcased Red Bull’s brand values of extreme sports and adventure while also breaking a world record. The campaign was a testament to the power of experiential marketing and how brands can leverage events to create memorable and impactful campaigns.

17. Chipotle’s ‘Food with ‘Integrity’ campaign

Chipotle’s “ Food with Integrity” campaign was an innovative marketing campaign that aimed to differentiate the company from other fast-food chains by highlighting its commitment to sourcing sustainable and ethically produced ingredients for its menu. The campaign featured a series of advertisements that showcased Chipotle’s use of fresh, locally sourced, and sustainably-raised ingredients and its efforts to reduce its carbon footprint.

What made the campaign innovative was that it was not just a marketing gimmick; Chipotle really did change its sourcing practices to live up to the promises it made in the ads. The company worked directly with farmers and producers to develop sustainable farming practices, and it paid premium prices to ensure that the farmers were able to make a living wage. The success of the campaign was due to its resonance with consumers who valued healthier, more sustainable food options and appreciated Chipotle’s mission as much as its food.

18. Patagonia Says ‘Don’t Buy This Jacket’

Patagonia’s “ Don’t Buy This Jacket” campaign was an innovative marketing campaign that aimed to encourage customers to buy less and reduce their environmental impact. The campaign was launched in 2011 and featured a full-page ad in The New York Times that showed one of Patagonia’s best-selling jackets with the headline “Don’t Buy This Jacket.” The ad went on to explain the environmental impact of the jacket’s production and encouraged customers to think twice before making a purchase.

What made the campaign innovative was that it went against the traditional marketing strategy of encouraging customers to buy more. Instead, Patagonia wanted to use its platform to raise awareness about the environmental impact of consumerism and to encourage customers to make more conscious choices. The campaign also reflected Patagonia’s long-standing commitment to sustainability and its belief that the company had a responsibility to minimize its environmental impact. The campaign was a success and helped to solidify Patagonia’s reputation as a leader in sustainability and environmental activism.

19. Airbnb’s ‘Belong Anywhere’ Campaign

This PR campaign was an innovative campaign that aimed to position the company as a global community that offered unique and authentic travel experiences. The campaign focused on Airbnb’s ability to connect people from different cultures and backgrounds, highlighting the role of welcoming and knowledgeable local hosts. The campaign was successful because it tapped into the growing trend of experiential travel and emphasized the community aspect of travel. It helped establish Airbnb as a disruptor in the travel industry and drove significant growth for the company.

Creating an innovative, successful PR campaign requires a team of experts who know your brand inside and out. If you’re looking for help making your next PR campaign stand out, get in touch with Zen ! 

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How to Write a PR Case Study: A Comprehensive Guide

Home » How to Write a PR Case Study: A Comprehensive Guide

A well-crafted public relations case study can be an immensely powerful tool for PR professionals, agencies, and freelancers. It’s more than a one-off success story; it’s a compelling display of strategy, execution, and results that can attract new clients and showcase your talent. 

Case studies equip customers with a better understanding of the challenges their PR firm or freelancer has faced, as well as how they have resolved and overcome those barriers to success. 

Dive into our comprehensive guide on how to write compelling public relations case studies that resonate with your audience and drive results.

Start Strong with the PR Challenge

Begin your PR case study by outlining the challenge your client faced. Detail the initial situation, the client’s goals, and their aspirations. Whether it was a viral social media campaign , a groundbreaking product launch, or a crisis management triumph, set the stage for the journey ahead.

Structure the PR Case Study for Clarity and Engagement

Craft a structured narrative that captivates your audience from start to finish. Provide a brief overview of the client and their market context before delving into the specifics of the project. Break down the case study into manageable sections such as the challenge, strategy, execution, and results. Seamless transitions between sections ensure a compelling storytelling experience.

Harness the Power of Data Visualization

Enhance the credibility of your case study by incorporating hard data and statistics. Use infographics or charts to illustrate key metrics such as increased website traffic, social media engagement, or media placements secured. Visual representations not only validate your claims but also make complex information more digestible for your audience.

Amplify with Client Testimonials

Inject authenticity into your PR case study by including testimonials from satisfied clients. Let their voices narrate the success story alongside your own. Look for testimonials that are specific, enthusiastic, and aligned with the narrative of your case study. Personal insights from clients add credibility and resonance to your accomplishments.

Promote Your Success Story

Maximize the impact of your case study by promoting it across relevant channels. Share it within your professional networks and online communities to amplify its reach. Optimize your content for search engines by incorporating relevant keywords and shareable elements. Make it easy for prospective clients to find and engage with your success story.

Still Seeking Inspiration?

Explore examples of stellar PR case studies for inspiration:

• Visa: Establishing Visa’s voice in the world of NFTs and crypto commerce
• Dove: D ove turned its back on beauty filters. Literally. Here’s why.
• Sparkling Ice: Giving Back

Crafting a compelling public relations case study requires attention to detail, storytelling finesse, and strategic promotion. By following these guidelines, you can create impactful case studies that showcase your expertise, attract new clients, and solidify your reputation in the industry.

Ready to elevate your PR game? Start writing your next standout case study today!

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Tips For Killer PR Case Studies

ImPRessions - Crenshaw Communications

APRIL 15, 2021

Every PR person knows that strong customer case studies are powerful additions to the B2B PR toolkit. A great case study can actually help move prospects down the sales funnel to the point where they’re ready to buy. Anatomy of a successful customer case study . They also work well for sales and marketing.

How to Write a PR Case Study: A Comprehensive Guide

• Remote PR Jobs

MARCH 27, 2024

A well-crafted public relations case study can be an immensely powerful tool for PR professionals, agencies, and freelancers. Case studies equip customers with a better understanding of the challenges their PR firm or freelancer has faced, as well as how they have resolved and overcome those barriers to success.

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“A satisfied customer is the best business strategy of all…” Michael LeBoeuf “Show me ROI, or it’s not a case study .” I had been given some content, what the client insisted was a case study , but it did not include information […]. appeared first on Agility PR Solutions.

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Case Study Turbine Labs

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PR Case Study: The Facebook Like Button

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Then you’ve probably seen some pretty compelling case studies —big name brands, major wins and encouraging outcomes. Case studies are a legitimate marketing tool for communication agencies for lots of reasons but they have no place in demonstrating crisis management […]. All bright, shiny and safe.

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The importance of case studies

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One of the greatest resources our company’s website offers prospective clients that truly showcases our experience is our case studies . Some have argued that case studies are often more effective than brochures and traditional sales collateral. Here is a recent case study created on client Higgs Fletcher & Mack.

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Case Study: Linking Strategies for Page Authority Growth Featuring Inseev x Truliant FCU

JULY 7, 2021

This happened to be the case for Truliant. As you read through this case study , you’ll see the unique circumstances and outcomes that make a page authority growth approach the right fit for a given website. These same pages could be your revenue-driving pages where you’ll benefit most from organic growth. The Strategy.

Video case study: How Niche uses Muck Rack as their all-in-one PR solution

JANUARY 14, 2022

Video case study : How Niche uses Muck Rack as their all-in-one PR solution

The best influencer marketing case study you’ll never hear about

Communications Conversations

APRIL 2, 2019

You’ve read influencer marketing case studies . But believe me when I tell you, you’ve never seen an influencer marketing case study like the one I’m about to share with you (unless, of course, you’re a loyal listener of the Power Trip Morning Show on KFAN, in which case you’ll know everything by now).

A Case Study for a Case Study

HMA Public Relations

JANUARY 4, 2018

A case study is a great way to present your agency in a positive light. The post A Case Study for a Case Study appeared first on HMA Public Relations. But how can you best provide this information without overwhelming and oversharing? Click below for more].

Folgers case study sums up what big ad agencies always get wrong about social

FEBRUARY 11, 2022

Thomas, we discussed a case study . The post Folgers case study sums up what big ad agencies always get wrong about social first appeared on Arik Hanson. Last week in class where I teach as an adjunct at the University of St. As an industry, we need to do better. Our clients deserve it.

Use Case Studies to Boost Your Marketing

David PR Group

AUGUST 14, 2019

Today, I want to suggest beefing up your use of case studies in your marketing. Here’s why: A case study offers a glimpse into how your company operates and shows a prospective customer what you do, what the results can be and how you treat your clients. As a reader, you are always attracted to a hook in a case study .

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This is not me

How To Create PR Case Study Examples That Win New Business

PR case studies are essential to showcasing campaign achievements and illustrating exceptional work.

• Struggling to turn client successes into compelling case studies that actually land new deals?
• Tired of case studies that feel like dry, self-promotional brochures which put people to sleep?
• Worried that existing case studies are not showcasing the team’s expertise and unique value proposition in a way that will resonate with potential clients?

These marketing resources help prospective clients understand how PRs establish brand identity and present clients in their best light. When it comes to getting potential clients to sign on the dotted line, a strong PR case study should get them to put pen to paper.

This article offers a roadmap to crafting PR case studies that wow. We’ll cover:

• The secret sauce to crafting narratives that resonate with the target market.
• Transforming data into digestible (and brag-worthy) results.
• Adding a dash of personality to make the case studies stick.

Why Do PR Case Study Examples Matter?

The absence of PR case study examples can create a question mark for prospective clients. Naturally, they want to learn about what PRs have achieved for others. Social proof is perhaps the most powerful tool agencies and freelancers use to get prospective clients over the finish line. Effective PR case study examples can inspire confidence and ultimately, conversions.

Many prospective clients are looking to peers to make purchasing decisions. They seek a sense of assurance from those around them. With access to a range of PR case study examples, individuals or organisations can make informed decisions about moving forward. Ideally, PRs should assemble a full stack of case studies to help move the needle.

There is no shortage of ways for PRs to share case studies in their marketing. Aside from simply having a dedicated case studies page on their websites, PRs can strategically place case studies on landing pages. If prospects are still in the consideration phase of the buyer’s journey, a few solid case studies could help to push them further down the sales funnel .

7 Tricks & Tips for Crafting Public Relations Campaign Case Studies That Stick

Believe it or not, there is actually a magic formula for crafting perfect public relations campaign case studies. While we do not claim to know much about sorcery or wizardry, we’ve learned a few tricks for producing compelling case studies over the years. As a go-to coverage reporting tool, Releasd works directly with PR agencies and in-house teams . Let’s break it down.

Focus on saying something genuinely meaningful

PR case studies should reflect an ability to deliver results. While this might sound obvious, many case studies get caught up in talking about solutions without mentioning the problems . Effective case studies resonate with prospects because the initial problems faced by clients typically align with the problems prospects are currently facing. It’s all about alignment.

When prospects begin to see themselves in each case study subject, this increases the conversation power of the case study as an asset. The case studies should explore how agencies or freelancers took a client from A to B – highlighting the initial problem and the solution. If case studies only focus on B (the solutions), they lose their conversion power.

Experiment with unconventional formats

The best PR case studies swing for the fences and communicate narratives in unconventional ways. Experimenting with different types of media, including interactive graphics and videos, can help to illustrate each client’s journey from the initial problem to the solution. In other words, don’t play it safe. Bring something prospects want to browse through to the table.

Box-standard testimonial soundbites often fail to pack a punch. Sure, sprinkle a few of these throughout each case study – but don’t put them front and centre. Instead, leverage graphics and videos to illustrate each client’s journey. To tell the client’s story, some PRs choose to write their case studies using the client’s voice (in the first person) or simply include a video of the client.

Add context to the case study

To set the scene, an effective case study should answer the following questions:

• Who is the client?
• What does the individual or organisation do?
• Why do they do what they do?
• How long have they been doing this?
• How successful are they at what they do?
• What problem were they trying to solve?

Stay authentic and honest

While case studies should positively reflect on a business, PRs must focus on authenticity by offering an honest account of their own performance. If there were areas for improvement in a campaign, there is nothing wrong with mentioning these. At the same time, PRs can also share metrics that seem unremarkable but help to paint a complete picture of campaign performance.

Include original imagery and graphics

Take some time to play around with the format of case studies. Original images and graphics can help bring each case study to life, especially if these images include real people. People want to see the faces of those who have experienced success working with a PR agency or freelancer. The case studies should offer an insight into exactly who these clients are.

Demonstrate PR impact with tangible benefits

What has the PR agency or freelancer enabled the client to achieve? Demonstrating the impact of a campaign is an important part of communicating value. Prospective clients want to know what is possible and the easiest way to show them is through case studies. If they choose to invest in PR services, they need an understanding of what is realistically achievable.

Celebrate PR success

Many PRs underestimate the potential conversion power of case studies. As a result, they often fail to dedicate enough time to developing these marketing resources. Pushing these resources further and pouring time into crafting them may pay dividends in the long run. To get prospects over the finish line, the perfect case study may be the missing piece of the puzzle .

Closing Thoughts on Developing PR Campaign Case Studies

Developing compelling case studies takes time and effort. Bringing everything together will require input from clients. With this in mind, PRs should make a clear list of materials needed for the creation of the case study. Making the process as seamless as possible will help to prevent back-and-forth communication with clients.

Those using our PR coverage reporting tool can easily pull client data from past reports to create engaging case studies.

Interested in exploring the possibilities of our coverage tool? Book a 15-minute demo with our team today.

Related posts:

How to Make Better PR Reports (Six Actionable Tips)

Best practice for PR professionals looking to demonstrate the value of their work more effectively.

Can PR Metrics Truly Measure Outcomes & Impacts?

Richard Benson | MD, Releasd One of the most fiercely debated topics in PR surrounds the industry’s ability to prove