One media relations campaign I've admired--and learned from--is Glossier's PR strategy. This strategy completely disrupted the beauty industry by making its customers the story. Instead of relying on celebrity endorsements or traditional ad placements, Glossier built an earned media empire by leveraging user-generated content, brand evangelists, and direct engagement with beauty editors and influencers. What made it stand out was the seamless integration of community-driven storytelling with strategic press placements. The brand strategically engaged with niche beauty bloggers encouraged organic testimonials and positioned itself as the voice of modern, minimalist beauty. This resulted in unpaid media coverage across top beauty and lifestyle publications. The key takeaway? Media relations isn't just about pitching journalists--it's about creating a movement the media wants to cover. At Marquet Media, I apply this principle by helping clients own their narratives, cultivate brand advocates, and turn their expertise into compelling media stories that generate organic press.
One media relations campaign that stood out was Patagonia's "Don't Buy This Jacket" ad. Instead of taking a traditional promotional approach, they ran a full-page ad in The New York Times urging consumers to reconsider unnecessary purchases in an effort to promote sustainability. It was bold, counterintuitive, and completely aligned with the brand's core values. What made this campaign successful was its authenticity and perfect media execution. Instead of just pushing a product, Patagonia sparked a conversation that resonated with its audience and aligned with growing concerns about environmental responsibility. The campaign generated widespread media coverage, reinforcing the brand's commitment to sustainability while subtly positioning its products as durable, long-term investments. The biggest lesson here is that earned media thrives on bold, value-driven messaging. Instead of chasing coverage for the sake of visibility, brands that take a stand and lead with purpose create real impact. This campaign proved that when media relations align with genuine storytelling, the results go far beyond just headlines--they shape brand reputation and loyalty.
A standout media relations campaign was Dove's *Real Beauty* initiative, which redefined beauty standards through authentic storytelling. The campaign gained media traction by sparking conversations on self-esteem, using compelling visuals and real people instead of models. It stood out because it aligned brand values with a cultural movement, creating emotional connections. I learned that media relations thrives on narratives that resonate, encourage engagement, and provide journalists with compelling, newsworthy angles that extend beyond traditional product promotion.
One media relations campaign that really stood out to me was when a small eco-friendly brand partnered with a well-known environmental influencer to promote their new product line. The campaign focused not just on the product, but also on the brand's mission and impact on sustainability. What I admired was how seamlessly they integrated the influencer's voice with their own message, ensuring it felt authentic. The media coverage they received wasn't just about product promotion--it sparked a real conversation around sustainability. What I took away from this campaign was the power of authenticity and the importance of choosing the right partners. They didn't just focus on the sale; they focused on building a lasting relationship with the audience through shared values. This approach helped them grow both their customer base and their brand reputation significantly.
The "Real Beauty" Campaign of Dove, launched in 2004, was a perfect example of successful media relations. Their campaign was focused on challenging traditional beauty standards and stereotypes to promote the definition of real beauty. Several women shared their interesting and inspiring stories to highlight what Real Beauty is about. The campaign initiated with the report revealing less than 2% of women considering themselves beautiful. The power of storytelling worked great and engaged the target audience in a better way and revolutionised the international beauty norms. Dove also shared several impactful narratives, including real beauty sketches, which was a success in the ad industry. The key lessons that we learned are: For a strengthened engagement, storytelling can be utilised in a meaningful way. Dove used relatable stories in the campaign closed to the audience's perspective. Involving social issues can help in improving brand identity and resonating with consumers.
One campaign that really stood out to me was the "Share a Coke" campaign launched by Coca-Cola. Originally starting in Australia in 2011, the idea was simple yet impactful: replace the iconic Coca-Cola logo on bottles with popular names. The campaign harnessed the power of personalization to create a more intimate connection with consumers, encouraging them to find bottles with their names or those of friends and loved ones. This not only spurred consumers to buy and share the product, but it also catapulted user-generated content across social media platforms, as people loved to share images of their personalized Coke bottles. The success of the "Share a Coke" campaign was largely due to its brilliant use of media relations. By aligning the idea with a universal desire for personal recognition and social sharing, Coca-Cola created substantial media buzz and user engagement. Reporters and influencers were eager to talk about the innovative personal touch, further spreading the campaign through various media outlets. This campaign taught me the importance of connecting on a personal level with your audience and leveraging that connection to generate organic media coverage. It highlighted that a simple, relatable idea could be transformed into a global phenomenon with careful planning and execution. This campaign serves as a reminder of how creativity and personalization can lead to success in media relations.
Founder at Brand White Label Solutions at Brand White Label Solutions
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One standout media relations campaign that I admire is Airbnb's "We Accept" Campaign launched in 2017. The campaign was a response to growing concerns about discrimination within the Airbnb community and broader societal divisions. It featured a powerful Super Bowl ad emphasizing inclusivity and acceptance, aligning with Airbnb's brand values while addressing a major social issue. What Made It Stand Out? Timely and Purpose-Driven Messaging Airbnb strategically launched this campaign during a politically charged time in the U.S., making it highly relevant and newsworthy. The message resonated deeply with audiences and media outlets, ensuring widespread coverage. Strong Visual & Emotional Appeal The campaign's ad featured a montage of diverse faces with the message: "We believe no matter who you are, where you're from, who you love, or who you worship, you deserve to belong." This emotional storytelling made it highly shareable. Integration with Corporate Action Airbnb didn't just issue a statement; it backed up its message with a commitment to provide short-term housing for displaced refugees and those in need. This tangible action made the campaign more credible. Extensive Media Coverage The campaign generated organic press coverage from major media outlets like CNN, The New York Times, and Forbes, amplifying its impact without excessive ad spend. Key Takeaways Authenticity is Key - Media relations works best when a campaign aligns with a company's core values and takes meaningful action. Timing Matters - Launching at the right moment can amplify media interest and audience engagement. Emotional Storytelling Wins - A compelling narrative, paired with strong visuals, increases shareability and media pick-up. Actions Speak Louder than Words - PR campaigns should be backed by real commitments to maintain credibility.
One media relations campaign that I admired was the "Share a Coke" campaign by Coca-Cola (2018). While primarily a marketing initiative, its media relations strategy played a crucial role in driving global engagement. The campaign personalized Coke bottles with popular names, encouraging user-generated content and widespread media coverage. What made it stand out was how traditional PR, digital content, and social media seamlessly integrated to amplify brand visibility. The key lesson from this campaign was the power of personalization and storytelling in media relations. By making the campaign interactive and encouraging people to share their experiences, Coca-Cola created a media buzz that extended far beyond traditional advertising. In my own work, I apply similar principles--leveraging engaging narratives, influencer collaborations, and audience participation--to create content strategies that resonate with both media and consumers.
One campaign that stands out to me is the ALS Ice Bucket Challenge. This initiative brilliantly combined social media virality with a clear, compelling cause, inviting everyday people and celebrities alike to participate, share their experiences, and donate. The campaign's simplicity--challenging individuals to dump ice water over themselves to raise awareness and funds for ALS--resonated widely, demonstrating how a well-crafted, emotionally engaging call to action can generate substantial media buzz and widespread participation. What made it particularly successful was the seamless integration of digital engagement with traditional media outreach. Strategic media partnerships amplified the campaign's reach, while user-generated content added authenticity and trust. From this campaign, I learned that tapping into community spirit, leveraging the power of social platforms, and maintaining a consistent, relatable message are key to creating a media relations campaign that not only garners attention but also drives meaningful action.