4 Successful PR Campaign Examples 2023 and Why They Worked + Tactics

By Intelligent Relations Team

September 20, 2023

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Whatever your industry, you want your brand to be centerstage, in the limelight, imbibing the standing ovation of an adoring target audience. 

But how? 

Well, a successful public relations (PR) campaign is a good start. 

But what makes a PR campaign successful? 

A successful PR campaign goes beyond its target audience. It’s memorable to many and recognizable by all — often becoming a sensation unto itself. Most importantly, it created a resonating emotional connection with consumers. 

In this article, we’ll take a look at some key ingredients that comprise the recipe of the best PR campaign examples and the tactics used to achieve a massive impact on audiences. 

• What is a PR Campaign?
• What Makes a PR Campaign Successful? 
• Best PR Campaign Examples 2023 + Tactics 
• What are Examples of PR Audiences?  

What is a PR Campaign?

A PR campaign is a wide-ranging marketing strategy that seeks to achieve a clear objective — a meaningful connection with a target audience. 

Why are PR Campaigns Important?

Leveraging the power of public opinion is invaluable to a brand. 

Effective PR campaign examples: 

• Establish Trust: Airbnb regularly uses real customer experiences in their advertising. According to this Power Reviews 2023 survey, 93% of consumers say ratings and reviews are the number one factor in making a purchase. 

• Generate Buzz: The Netflix series Stranger Things proved this with an epic season 4 pre-release campaign that included light installations on famous landmarks and out-of-home (OOH) posters. As a result, they shattered the Nielsen Streaming Record.  

• Manage Crises: During the KFC chicken shortage, they were able to preserve their positive reputation by taking to social media, apologizing, and addressing customer concerns in real time. 

Are these results measurable? 

Yes! You can gauge the success of a PR campaign by benchmarking and measuring key metrics that are related to: 

• Media Attention 
• Brand Awareness
• Brand Reputation

Not sure how to gain valuable insights into your PR metrics? We’ve got you covered! Check out our article on PR analytics: 7 Step Guide to PR Analytics: Unveiling Insights for Strategy Enhancement

What Makes a PR Campaign Successful?

A common thread shared by some of the most successful PR campaigns in recent years was their ability to create an emotional connection with audiences. 

Whether they were tapping into the loss and isolation felt during the pandemic, or addressing gender inequality issues that are still prevalent in society, the most successful PR campaigns plucked a particular chord on the public’s heartstrings — and it resonated!

Here’s a subset of effective tactics the best PR campaign examples expertly use to achieve an emotional connection with their audience: 

• Touch on a Universal Experience
• Use a Relevant or Topical Theme
• Have an Empowering Message
• Address Social Issues 
• Promote Inclusivity 
• Feature Compelling Storytelling
• Incorporate User-Generated Content 

Now, let’s take a look at some of the best PR campaign examples of 2023 and the tactics employed that made them successful. 

Want to know how to write great PR copy that resonates with your audience? Read more here: PR Writing – Crafting Convincing PR Content for Enhanced Results [+7 Examples]

Best PR Campaign Examples 2023 + Tactics

Some of the most popular and effective PR campaigns of this year use the aforementioned tactics to connect on an emotional level with audiences. 

Let’s break them down and look at the tactics that made them successful. 

PR Campaign Example 1: The Sims 4’s Trans and Disabilities Updates

EA, creator of the popular life simulation video game The Sims, released a free update for Sims 4 that included customizable character options for trans players and players experiencing disabilities. 

Fans quickly hopped on X (Twitter) to express appreciation for this seminal, socially aware step that embraces diversity and promotes inclusivity.

Even the smallest companies can benefit from PR campaign examples like this one. 

Afterall, being a decent human being costs nothing. By internalizing values like social awareness and inclusivity, you are able to genuinely communicate what you stand for to target audiences through PR campaigns of any size — and be loved for it. 

The trick is to be authentic. Consumers expect action. 

The success of the example PR campaign lies in the fact that EA didn’t just say they support Trans people and people with disabilities, they took action and added them to the game. Taking action allows you to demonstrate that you are being authentic about your social responsibility PR initiatives. Otherwise, it’s just words.    

PR Campaign Example 2: Rhianna’s Super Bowl Fenty Touchup

Fans of the superstar watched in awe as she paused during her 2023 Super Bowl halftime performance to apply makeup from her Fenty brand. While this stunt didn’t necessarily create a strong emotional connection, it definitely had an impact. 

She cleverly took advantage of the relevant sporting event’s massive viewership and her unique position as the halftime performer and founder of a beauty line. 

This simple act sent shockwaves through the Twitterverse and raked in $5.6 million in earned media value (EMV) in just 12 hours.

Now, we realize that not everyone is a superstar founder of a major beauty line with massive marketing opportunities like the Super Bowl halftime show to promote their brand. But on a micro level, this is one of our PR campaign examples that’s a good model to follow. 

Pair with influencers in your niche. You don’t need to reach the biggest audience, you need to reach the right audience. If you’re in tech, reach out to tech influencers. Marques Brownlee might be a longshot, but you never know. Even a slight nod from a quality niche influencer can have tremendous impact. 

Example 3: Coke’s ‘Create Real Magic’ Campaign

Coca-Cola’s ‘Create Real Magic’ campaign is one of the most innovative PR campaign examples of 2023. They asked consumers to use OpenAI’s GPT-4 and DALL-E tools to generate original artwork for their advertisements. 

This fun and creative PR campaign example incorporates user-generated content with the relevance of artificial intelligence to engage and connect with its audience. And while Coca-Cola is obviously a colossal corporation, this is really something anyone can do — sans the Times Square digital billboards.

Small companies and startups can easily incorporate free AI image generating tools like DALL-E 2 or BlueWillow into a PR campaign. Promote a contest for a new user-generated logo to drive brand interest and audience engagement. The AI world is literally at your fingertips. 

PR Campaign Example 4: Dove’s ‘Stand Up For #KidsOnlineSafety’ Campaign

Dove continues to crush all other PR campaign examples by focusing on compelling storytelling and addressing social issues related to online safety, mental health, and body positivity.

In April of 2023, they launched their Stand Up for #KidsOnlineSafety campaign as part of the ongoing Self-Esteem Project. 

Dove has partnered with Common Sense Media and Parents Together Action to advocate for the Kids Online Safety Act (KOSA) — legislation that aims to protect kids from online content that may be detrimental to their self-esteem and mental health.

While Dove is a giant company with substantial resources, they’ve been in the “tackling social issues” game for a while, and have set some pretty good examples to follow. Even if you have no money and no brand recognition — yet — you can still stand for something. 

You can also take advantage of partnerships with other like minded organizations to achieve your goals the way Dove has done.

Start at a community level. Get involved. Let audiences know what you’re about and what you stand for. That can look like hosting charity events or writing op-eds on hot button issues, creating a topical hashtag or going on podcasts related to issues you care about. 

What are Examples PR Audiences?

Different PR campaign examples will target various audiences depending on their goals. You should align with your organization’s goals and objectives to find the right audience. Here are a few examples: 

1. Consumers

• Example: A consumer goods company launching a new eco-friendly product might target environmentally conscious consumers 

• Success Factor: Effective communication of the product’s sustainability and benefits. 

2. Investors and Shareholders

• Example: A publicly traded company seeking to attract investors may target financial new outlets and potential investors. 

• Success Factor: Providing accurate and compelling financial information and growth prospects.  

3. Employees

• Example: A company in the midst of major restructuring may target its internal workforce to make sure they understand the changes. 

• Success Factor: Transparent and honest communication about the reasons behind the restructuring and its expected impact. 

4. Government and Regulatory Bodies

• Example: A healthcare company seeking regulatory approval for a new drug might target government agencies and key policymakers. 

• Success Factor: Providing comprehensive data on the drug’s safety and efficiency. 

5. Community and Non-Profit Organizations

• Example: A non-profit organization aiming to raise awareness about a social issue may target local communities and partner organizations. 

• Success Factor: Engaging the community in discussions and actions related to the issue. 

Still not sure how to get started on identifying your audience or your PR goals? Then you’ll want to check out our dedicated article: How to Write an Effective PR Plan [Tips + Examples]

Conclusion

When the variety of bricks that are PR activities come together in a successful campaign to bridge the gap between brand and target audience, it’s a beautiful thing. 

If you have clearly defined goals, know your audience, and connect with them on an emotional level, you will build brand loyalty that lasts a lifetime!

Not sure where to start? Draw from the excellent and creative PR campaign examples 2024 has already offered. 

It’s time to get inspired, get strategic, and put these proven tactics to use for your next PR campaign! 

Not inspired by our PR campaign examples? Let us help! Simply book a free consultation with us to get expert insight into what ideas might translate to great PR campaigns for your brand.