PR Campaigns

Information and insights on using public relations as a marketing channel

PR Campaigns


Trevor Thomas, Warc Prize for Social Strategy, Entrant, 2014
This case study demonstrates how Boston Pizza (BP), the Canadian pizza chain, created a 'Ribneck' family from the US' Deep South to feature in content in order to promote BP's ribs products. Ribs are a competitive area of selling in Canada, with many claims about having the best marinades and sauces.

Marie-Julie Lorenzo, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Carambar, a French confectionery product, used a fake social media announcement to increase sales. The product traditionally had jokes printed on the inside of the wrapper, and so taking inspiration from this the brand announced that it was changing the jokes to school exercises.

Becky Charles, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how MEATliquor launched a new burger restaurant in the UK with a Twitter-first PR strategy. The brand already had a strong social media following from the owners' food blogging and popular food van, and so it was decided to feed information about the opening to Twitter users and a few selected food bloggers, instead of the mainstream press.

Lucile Dreano and Maud Paget, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how The European Programme of Food Aid to the Most Deprived (MDP) used stunts to fuel a social media campaign to avoid abolition and win continued funding from the European Union. The scheme had been threatened with abolition in 2011, but won an extension to 2012.

Simon Andrews, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Trekstock, a small UK cancer charity, increased donations and expanded engagement through celebrity endorsement on Twitter. The charity's founder persuaded two members of the boy band 'One Direction' to be ambassadors for the organisation via Twitter, with a dedicated hashtag.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Emirates NBD, a bank in the UAE, used a fully mobile, remote-controlled ATM to improve its social media presence. Called 'The Awesome Travelling Machine', the mobile ATM was sent out in public locations such as malls, walkways and promenades and the reactions of the customers who encountered it were filmed and posted online.

Rachel Weiss, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by L'Oreal, the personal care and cosmetics company, which sought to empower women working in US technology and digital roles, and address under-representation of women in this field. An advisory board formed of women in this industry was built in order to lead the advocacy program.

Zuhre A. Erdogan, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a low-budget campaign create social media buzz around Vialand, a new theme park in Turkey. The park was still under construction and so images from it could not be used in promotion.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

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