In the 21st century, we have seen many brands evolve, change, and with them changed our view of the world. In the past two decades, we have witnessed different communication strategies, different approaches, but very few have touched our hearts. 

Brands today are no longer mere companies looking to sell products or services. Every brand has a personality, believes and goals; when you connect with a brand, you share its beliefs and what it stands for. Every time you buy a product or hire a service, you are endorsing that brand’s values. 

If you are looking to elevate your brand with a powerful PR campaign, reach out!

Here are 3 of the most successful PR Campaigns we all know and love:

Dove Campaign for Real Beauty 

In 2004, Dove conducted a survey that indicated ONLY 2% of women consider themselves beautiful. As a response, Dove launched a campaign that featured “real” women instead of professional models, to challenge the unrealistic stereotypical norms of beauty. It was named PRWeek’s 2006 Consumer Launch Campaign of the Year.

The brand's annual sales increased from $2.5 billion to over $4 billion in the first ten years of the campaign.

“We believe that beauty should be a source of confidence and not anxiety,” Dove says on their website.

Dove’s “Evolution” video was the turning point of this campaign. It altered the definition of beauty by exposing the way images were manipulated before going on billboards and ads. In 2007, the video won two Cannes Lions Grand Prix Awards. 

Click here to watch “Evolution” By Dove

Dove continues to create videos like 2013’s “Real Beauty Sketches” to promote positive body image.    

Click here  to watch “Real Beauty Sketches” by Dove

Are you a purpose-led organization looking to create positive change? I’ll be glad to help! 

UN #TakeCareBeforeYouShare 

In July 2020, the United Nations launched a digital campaign to counter the spread of misinformation about the COVID-19 pandemic. 

Click here to watch #TakeCareBeforeYouShare 

The idea behind the initiative is to ask online users to “pause” and think twice before sharing information on social media, information that might be false or misleading. 

According to UNESCO’s website, various studies conducted by psychologists, neuroscientists and behavioural scientists indicate that “pausing to reflect before sharing” any type of information can help reduce the spread of unverified information. 

Johnnie Walker: Jane Walker 

In March 2018, Johnnie Walker released 250,000 bottles of Jane Walker, and for every bottle sold, they donated $1 to organizations that empower women.

The Striding Man has been a Johnnie Walker icon for more than a century, and a brand with an icon that symbolizes moving forward, it was time to take another step forward by introducing Jane Walker as another symbol of the brand's commitment to progress, the company said. 

It was their way to honouring the women who have played a significant role in the brand’s history, and to support organizations that are championing women's causes. 

“We are proud to toast the many achievements of women and everyone on the journey towards progress in gender equality,” Stephanie Jacoby, Vice President of Johnnie Walker. 

These are only three of many PR campaigns that helped shape the world we live in today.

Reach out to me if you want your brand’s voice to be heard and make a real, positive impact on society!