Evaluating the most successful digital PR campaigns of all time is challenging, as it’s highly subjective and depends on the chosen metrics for success.
Before discussing the best digital PR campaigns, let’s first make sure we have a clear understanding of what a digital PR campaign is.
Public Relations is commonly mistaken for advertising, so let’s clear up the confusion by starting with a definition.
What is a digital PR campaign?
A digital PR campaign is a public relations strategy that uses digital channels, such as social media, email, and online publications, to raise awareness and generate positive coverage for a brand, product, or service. Digital PR campaigns can take many forms and can be used to achieve a variety of goals, such as increasing brand awareness, driving website traffic, or generating e-commerce sales conversions.
Popular Digital PR Campaign Tactics
- Drafting and distributing press releases over paid newswire services like PR Newswire, BusinessWire and MarketWire
- Pitching story ideas directly to journalists and online influencers
- Creating and promoting thought leadership content, such as guest blog posts, op-eds, and whitepapers
- Organizing special events for online influencers or webinars for trade press and prospective customers
- Leveraging social media networks like TikTok and Instagram amplify reach by mobilizing online influencers
- Creating and promoting original visual and video content
- Optimizing search engine rankings through content marketing and SEO
A successful digital PR strategy can be evaluated based on metrics such as website visits, social media activity, press coverage, potential customers acquired, or conversion rates.
What is an example of digital public relations?
Here are five memorable digital PR campaigns that gained recognition for their ingenuity and effect.
- “Ice Bucket Challenge” for ALS Association: People participating in the viral social media campaign dumped buckets of icy water over their heads to create awareness for ALS and inspire donations to the ALS Association.
- “Like a Girl” for Always: The aim of the campaign was to combat the negative connotations of “like a girl” and honor girls’ power and self-assurance. Millions of people have viewed the viral video featured in this campaign on YouTube and other social media platforms.
- “The Dress” for Roman Originals: In 2015, an image of a dress sparked a huge debate online – was it blue and black, or white and gold? Roman Originals, the store that sold it, capitalized on this trend by running a successful social media campaign that drummed up lots of interest.
- “Tweeting from the edge” for Three UK: The company launched a social media project, broadcasting live tweets from near space via a helium balloon with a phone attached. The tweets were posted during the ascent and descent of the balloon.
- “Man on the Moon” for Google: To honor the 45th anniversary of the Apollo 11 moon landing, Google created a digital campaign that allowed people to use Google Maps to explore the lunar surface, giving everyone the opportunity to experience this historical event in an interactive way.
What makes a good digital PR campaign?
- A clear and compelling message: The campaign should have a clear and compelling message that resonates with the target audience and inspires them to take action.
- It’s important to know your target audience in order to create an effective campaign, as the messaging and strategies should be catered to the group of people you want to attract.
- Having a clear objective is essential for successful campaigns: These goals can include raising brand visibility, encouraging web traffic, and increasing sales.
- The campaign should have an effective CTA that motivates people to interact with it or take a particular step, like subscribing to a newsletter or buying something.
- An inventive strategy: The campaign should take a unique approach and include creative elements to engage and interest the target market. Employing video, audio, interactive media, or some other form of captivating content is recommended.
- Content distribution should be part of any content campaign plan and should include the use of various channels, platforms, and audiences to ensure maximum reach. The strategy must be tailored to both the target audience and desired outcomes.
- To determine effectiveness and success, the campaign must be measured and analyzed. This will provide helpful feedback for any future campaigns, as well as useful lessons, to apply.
- Timing is a critical factor in the success of a campaign, as strategic timing related to current events, holidays, seasons, etc., can drive its effectiveness.
