Three campaigns that raised the quality of PR.
After very successful decade, it’s time to summarize content which 'opened' the door to new ways of thinking, presenting and communicating. While it is difficult to point out the best campaigns, because the competition is big and the quality is noticeably increasing, some campaigns still stand out from the rest.
PRWeek has highlighted 10 campaigns that are in the competition for the best campaign of the decade, but we, in our expertise and experience, want to highlight 3 that we believe have made a major shift in society and, at the same time, raised the quality of PR.
1. Always – #LikeAGirl (2012)
In previous years, many brands have begun to emphasize the empowerment of women in society through campaigns, but few have achieved the effect and conveyed a message like Procter & Gamble and their brand Always.
MSLGroup campaign #LikeAGirl turned social prejudices and insults into a movement that brought a change of perspective in society. YouTube was selected as the main channel, where a video was released to start the project, in which women, different ages, interpreted the phrase 'like a girl', that is, what they all do 'like a girl'. The campaign was accompanied by paid ads on Facebook and Twitter. To encourage public engagement, they created #LikeAGirl that invited women to tweet about all the awesome things they were doing daily using #LikeAGirl. Also, #LikeAGirl site at Always.com was created as a database of projects. The campaign also featured PR activation by celebrities, influencers and high-end media. Lastly, the entire campaign was rounded off with a 60-second video version during the 2015 Super Bowl.
The goal of the campaign was to create emotional connection with the Always brand, to raise the brand's popularity by raising people's awareness, increasing its market presence and creating social change. It is safe to say that the campaign achieved all its goals. Within 3 months of the campaign, impressive results were achieved such as 96% positive reactions to the use of #LikeAGirl and brand promotion, a significant increase of Twitter followers and YouTube channel subscribers. #LikeAGirl has been viewed over 90 million times and shared over 1 million times. Throughout the campaign, many celebrities became involved in the movement, such as Gloria Steinem and George Takei, to change the perception of the phrase 'like a girl' into a symbol of women's empowerment around the world.
Thanks to the campaign, there was an overall increase of positive association with the phrase 'like a girl' from 19% to 76%, which is 3 times more than before the campaign.
Also, during and after the campaign, to promote awareness and a positive association with the phrase 'like a girl', 44 new 'emoticons' were designed and introduced for social platforms to represent girls as strong, capable, smart, resourceful.
The campaignhas ranked high in competition with regard to communicating and promoting social responsibility.
2. NHSBT – Missing Type (2015)
Designed by Engine Group, this NHS Blood and Transplant campaign is one of the most creative and imaginative campaigns of its time, which, through social and traditional media and the goodwill of influential organizations, achieved its goals and achieved unexpected public outreach.
Considering the devastating fact that in the period 2005-2015 was reduced the number of blood donors by a quarter, the goal of the campaign was to encourage and make people aware of registering as blood donors. In this movement and in the campaign, 1,000 organizations removed the letters A, O and B from their names, logos and slogans to draw public attention to the lack of blood type. Google, Coca-Cola, McDonald's, The Guardian, The Daily Mirror, The Time, The Sun and The Church of England are just some of the organizations that have joined this socially responsible project, while the project was also supported by famous media such as the BBC Breakfast, Good media support Morning Britain, This Morning, Sky News, BBC Radio 1 and many more.
The campaign lasted from 3-14 June 2015 and has reached over 2 billion people. In National Blood Donation Week (June 8-14, 2019), 30,000 new blood donors were recorded, 20,000 more than the same period last year and enough to save 100,000 lives. There have been over 26,000 uses of #NationalBloodWeek and #MissingType on Twitter thanks to influencers and organizations featured on this social network.
In conclusion, the only thing we can add is that this campaign has raised the ladder on how to communicate the message we convey and how to raise awareness and inspire the public to act in a creative, imaginative, unique, and in fact simple way.
3. KFC UK & Ireland – FCK (2018)
February 2018 will be remembered as the unprecedented KFC chain crisis in the UK and Ireland. Due to the poor development of the situation caused by the lack of goods distribution by DHL partner to KFC restaurants, until 16.02.2018. nearly 900 restaurants have been forced to close their doors to consumers due to a shortage of chicken and other products. Over the next five days, there was a significant increase in negative comments on the social network sites and a mention of KFC more than 53,000 times using #ChickenCrisis and #KFCCrisis.
With the help of the creative agency Mother, goals and strategies have been set to deal with the situation. The goals were to effectively communicate the mass apology and to explain transparently what measures are being taken to solve the problem. The Sun and Metro print media were chosen as the focus of communication because of their larger reach (6 million people).
Choosing a strategy of clear and honest communication, with the change of logo on chicken boxes, 02/23/2019 advertisements were placed in the aforementioned print media. The reach and results have been incredible. After only 2 ads, 700 articles and TV discussions followed, reaching 797 million people worldwide. Then, 219 million social network users responded to the 'FCK' ad, meaning that, within 3 months of the campaign, it reached over one billion people worldwide.
Jenny Packwood, KFC's Chief Brand Manager, later stated that such approach allowed them to take matters into their own hands and control the situation as they shifted their focus solely to communication, and not to details such as payroll, layoffs, tosses unused food and other relevant topics.
Throughout campaign, the Mother agency engaged in paid advertising and media, while Freuds oversaw the PR strategy.
In any case, what we can conclude from the presented is that the quality of PR is increasing year by year, creative solutions are getting even better, and we are looking forward to see what a new decade will bring us all!