6. PR Campaigns

There are many PR campaigns that have created such a remarkable impact on society. Some of them have left me gobsmacked. According to me, Burger King comes up with some of the best PR campaigns against their rival McDonald’s and one of them was when in France, McDonald’s had put up hoardings that gave the precise directions for the closest Burger King which was a scant 258km away before pointing out how close the nearest McDonalds which was nearly 5km away. At a point like this, how would the opposition, Burger King react we may wonder? This is where creativity comes into play. Burger King is the savage that they are showing the continuation of where the McDonald’s ended their campaign. Burger King shows that the couple takes notes of the hoardings and pulls into the drive-through at their nearest McDonalds, before ordering only a coffee to keep them going for the long journey to Burger King. This has almost two million views and over 100 pieces of international online coverage. Another one that I would love to share is by State Street Global Advisors (SSGA) a campaign called “Fearless Girl” back in 2017 on the 7th of March when a bronze statue of a young girl was placed in front of charging bull a day before international women’s day in New York City. The statue was installed at Bowling Green, at the intersection of Broadway and Whitehall Street. This campaign was created by an advertising agency called McCann New York. The main objective of this campaign was creating and promoting gender diversity. It quotes, “Know the power of women in leadership. SHE makes a difference,”. It highlighted that women today can take up leadership and that no dream is too big. This campaign did wonders for brand awareness and sales for the company. Within the first 12 hours, the image had more than 1bn Twitter impressions and the first 12 weeks this figure had reached 4.6bn, and there had been 215,000 Instagram posts. The campaign ranked the most successful one promoting good causes in 2017 by The Good Report advertising website and the campaign grabbed four Grand Prix awards at Cannes. This campaign still gives me goosebumps every time I watch it, truly an outstanding campaign.