The Top 10 PR Campaigns of the Past 10 Years

We have curated a selection of remarkable endeavors that have shaped the industry, from thought-provoking social justice movements to awe-inspiring corporate initiatives, this compilation showcases the ingenious ways in which brands, organizations, and individuals have harnessed the power of PR to amplify their messages.

ALS Ice Bucket Challenge (2014):

The ALS Ice Bucket Challenge took social media by storm, raising awareness and funds for amyotrophic lateral sclerosis (ALS) research. The campaign involved participants pouring buckets of ice water over themselves, sharing videos on social media, and challenging others to do the same. It generated immense engagement, raising over $115 million for the cause.

#LikeAGirl by Always (2014):

Always' #LikeAGirl campaign challenged stereotypes and empowered girls and women. Through a thought-provoking video, the campaign aimed to redefine the phrase "like a girl" as a symbol of strength and confidence. It sparked a global conversation and garnered millions of views, repositioning the brand and inspiring positive change.

Fearless Girl by State Street Global Advisors (2017):

The Fearless Girl statue, placed in front of Wall Street's Charging Bull, represented female empowerment and equality in the corporate world. This PR campaign by State Street Global Advisors aimed to raise awareness about the lack of gender diversity on corporate boards. It became an iconic symbol and won numerous awards for its powerful message.

Dove's Real Beauty Sketches (2013):

Dove's Real Beauty Sketches campaign aimed to challenge women's perceptions of their own beauty. The campaign featured a forensic artist sketching women based on their self-descriptions and then comparing those sketches with descriptions from strangers. The emotional impact and message of self-acceptance resonated with millions, making it one of the most-watched video ads of all time.

REI's #OptOutside (2015):

REI's #OptOutside campaign encouraged people to skip the Black Friday shopping frenzy and spend time outdoors instead. The campaign resonated with consumers seeking a break from consumerism, aligning with REI's brand values. The decision to close their stores on Black Friday received widespread media coverage and positioned REI as a socially responsible brand.

Share a Coke by Coca-Cola (2013):

Coca-Cola's Share a Coke campaign personalized its bottles and cans with popular names, encouraging people to share the experience. This campaign created a sense of personal connection with the brand and generated substantial social media engagement. It resulted in increased sales and customer loyalty.

Always' #LikeAGirl—Unstoppable (2015):

Building on the success of the original #LikeAGirl campaign, Always launched a follow-up campaign titled #LikeAGirl—Unstoppable. It focused on encouraging girls to stay confident and engaged in sports. The campaign showcased stories of young athletes breaking barriers and challenging societal expectations, inspiring girls globally.

World's Apart by Heineken (2017):

Heineken's World's Apart campaign brought together individuals with opposing viewpoints to engage in honest conversations. Through dialogue and shared experiences, the campaign aimed to bridge divides and promote understanding. It generated significant attention and praise for its approach to addressing societal issues.

The Man Who Walked Around the World by Johnnie Walker (2009):

Johnnie Walker's The Man Who Walked Around the World campaign featured actor Robert Carlyle walking through picturesque Scottish landscapes, recounting the brand's history and values. The beautifully shot short film captivated audiences and reinforced the brand's heritage and quality.

The Last Ever Issue by The Independent (2016):

The Independent newspaper announced its transition to a digital-only format with a powerful PR campaign. They released a final print edition titled "The Last Ever Issue" with a blank cover, symbolizing the potential loss of diverse voices in journalism. The campaign drew attention to the importance of independent journalism in the digital age.

This selection serves as a testament to the potency of strategic storytelling, active social participation, and the courage to challenge societal conventions. These campaigns have left an permanent mark on audiences by harnessing the power of emotion and delivering messages that resonate deeply. Through a closer examination of these exceptional campaigns, PR professionals can glean valuable insights into effective strategies, masterful messaging, and meaningful engagement with target audiences. The enduring impact of these endeavors serves as a powerful reminder of the pivotal role that PR plays in shaping public perception and effecting positive change. It is a testament to the potential of strategic communication to drive meaningful impact and leave a lasting legacy.