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Best PR Campaign Examples & What They Got Right
When your brand’s reputation is on the line, a single PR move can turn the tide. Think product recalls, data breaches or sudden CEO exits — moments when global enterprises need more than just spin. They need strategy, speed and precision to shape public perception and protect long-term value. That’s what the best PR campaigns get right.
Thankfully, there are plenty of PR campaign examples to help you understand precisely how to build a strong reputation in your industry.
But why learn from the best PR campaigns? They teach you how to make your customers feel heard and understood. And 74% of customers believe that brand loyalty grows when they're valued.
In this blog, we’ll break down some of the most effective PR campaign examples across industries. You’ll see what worked, why it worked, and how your team can replicate the strategy — at enterprise scale. Whether you're building brand trust, managing risk or navigating reputation challenges, these lessons will help you lead with confidence.
What is a PR campaign?
A PR campaign is a strategic initiative designed to influence public perception, strengthen brand reputation, and build trust with key stakeholders — customers, investors, regulators and the media. These campaigns are not just about good press; they’re about safeguarding business value in a high-stakes, high-speed world.
Before digital channels took over, brands shaped narratives through newspapers and television. Today, a single social post can spark a crisis or unlock viral momentum. That’s why the most effective PR campaigns today are designed for real-time impact, emotional relevance and lasting trust.
At their core, modern PR campaigns aim to:
- Increase brand awareness by breaking through digital noise with compelling, earned narratives
- Identify and reach the right audience using data-driven segmentation and targeting
- Strengthen brand reputation by showcasing values, leadership and credibility
- Earn media coverage that increases visibility, improves search rankings, and gets amplified across social, search and news platforms
- Build stakeholder confidence with proof of growth, innovation and market relevance
- Create emotional connection that turns customers into advocates and amplifiers
- Deliver cost-effective marketing through reusable, high-impact content and organic reach
What sets great PR campaigns apart?
While goals may vary — launching products, entering new markets, managing crises or improving brand sentiment, successful campaigns share a few essentials:
- A clear, measurable objective tied to business outcomes
- Deep audience understanding of values, behaviors and sentiment
- Strategic timing and message control across owned, earned and paid media
- Authentic storytelling that resonates emotionally and earns trust
- Real-time adaptability powered by social listening and analytics.
Consider Coca-Cola’s Share a Coke campaign: social media and personalization turned a product into a cultural moment.
In contrast, its New Coke rollout ignored customer sentiment, triggering backlash that forced a reversal within 77 days.
The lesson? The difference between good and failed PR is emotional intelligence backed by real audience insights.
Why are PR campaigns critical for global enterprises?
Trust is now a market differentiator. Harvard Business Review reports that trusted companies outperform competitors by up to 400% in total market value. And 88% of customers say they’re more likely to buy from a brand they trust.
Strategic PR campaigns protect that trust, and by extension, long-term enterprise value. They help:
- Navigate complex public narratives with agility
- Align internal teams with a unified message
- Earn media coverage that builds credibility
- Shape investor confidence during volatile moments
- Defend brand reputation across global markets
Interesting Read: 4 Ways Brands Win with a Unified Approach to Public Relations
Best PR campaign examples of all time
Every great PR campaign tells a story, but the best ones do more than make headlines. They challenge perceptions, spark conversation and connect emotionally with the audience. Here are six standout PR campaigns that didn’t just generate buzz — they shifted narratives, built trust and set new standards. Let’s unpack what they got right.
1. Decathlon’s "The Breakaway" campaign
During Belgium’s 2021 COVID-19 lockdown, Decathlon’s stores shut down, and supply chains faltered. But instead of pushing products, Decathlon leaned into its core mission — making sports accessible to all.
It launched The Breakaway, an eCycling team composed of inmates in a high-security prison, using Zwift’s virtual platform to let them train and race against outsiders — judges, police officers, even professional cyclists. The goal: rehabilitation through connection.
Why it worked:
- Turned a prison setting into a powerful social stage
- Used tech (Zwift) to level the playing field
- Aligned deeply with Decathlon’s brand values
- Created meaningful connections between marginalized groups and society
The impact:
Over 15 million views, €1.3M in earned media, and the program scaled to multiple Belgian prisons. The campaign humanized inmates and reframed how society views second chances through sport.
Takeaway: PR that blends purpose with innovation becomes unforgettable. Use tech as a bridge to social impact, and let your values drive your voice.
Learn Something New: AI in Social Media: How to Use it Wisely
2. The Big Issue & LinkedIn’s "Raising Profiles" campaign
The Big Issue partnered with LinkedIn for "Raising Profiles," a groundbreaking initiative supporting magazine vendors who lost their income due to COVID-19. Previously, vendors sold magazines on the streets, but with lockdown restrictions, this became impossible.
LinkedIn volunteers trained vendors to use technology confidently, create professional profiles and reconnect digitally with customers. Vendors received tablets and personalized coaching, enabling them to reach new audiences online and sell digital subscriptions effectively.
Why it worked:
- Ethical marketing addressing immediate social challenges
- Practical solutions to bridge the digital divide
- Leveraging professional platforms for community impact
- Empowering marginalized individuals with digital skills
The impact:
325% sales uplift, 2,500+ professional connections, 400% rise in magazine purchases and 300,000+ views of campaign content. The initiative gained praise from public figures like Sadiq Khan and Craig David.
Takeaway: Empower the people at the heart of your story. Authentic, collaborative PR backed by community-driven tech delivers outsized results.
💡 Pro Tip: Partnering with platforms that already have audience trust amplifies credibility and reach, especially in socially focused campaigns. That’s why the world’s most trusted brands like Panasonic, Acer, Diageo, Nasdaq, Superdry, Honda and Clarks choose Sprinklr Insights to power their communications. Recognized as a Top-Rated platform on TrustRadius, Sprinklr earns high marks for enterprise usability, depth of insights, and time-to-value — helping PR teams move fast, stay smart and lead with confidence.
Related Read: 7 Ways to Use Social Media for PR Activities & Top Brand Examples
3. Adidas’s "Liquid Billboard" campaign
In 2021, Adidas launched its "Liquid Billboard" campaign in Dubai, boldly promoting inclusivity in water sports and supporting body positivity through its modest swimwear line. Adidas acted on research showing that 32% of women worldwide and 88% in the Middle East felt uncomfortable swimming in public.
It created the world’s first swimmable billboard: a 5-meter-high, 3-meter-deep pool at a public beach. Women jumped in and became the campaign’s faces, with their swims live-streamed on Dubai Mall’s largest digital screen.
Why it worked:
- Broke visual and cultural stereotypes
- Centered everyday women as campaign heroes
- Backed by real behavioral insight, not assumptions
- Directly aligning campaign goals with real-world insights
The impact:
350M impressions across 60+ countries, $6M earned media, and global praise for its empowering message.
Takeaway: Use immersive experiences that actively break stereotypes and support inclusivity. This strategy drives powerful customer engagement and positions your brand as a genuine advocate for positive change.
4. Burger King’s AI-generated Whopper contest
In February 2024, Burger King launched the Million Dollar Whopper Contest, a bold, participatory PR campaign that invited fans to co-create their dream Whopper burger using AI — with $1 million on the line. The campaign reimagined Burger King’s iconic “Have it Your Way” slogan for the generative AI era, allowing users to customize burgers with up to eight ingredients via a microsite or mobile app.
The twist? Each entry was brought to life with generative AI, including a custom burger image and a rap-style jingle powered by voice AI, riffing on the viral “Whopper Whopper” tune.
Why it worked:
- Transformed a viral brand asset into an interactive AI experience
- Merged mass engagement with personalization using generative AI for both visuals and audio
- Gave users real creative agency
- Reinforced its fun, boundary-pushing identity in a tech-forward cultural moment
- Earned viral media attention by combining AI novelty with real-world reward
The impact:
The campaign drove over 1 million submissions, boosted app engagement, increased sales by 10%, and generated $10M+ in revenue during the contest period.
Takeaway: Use emerging tech like AI not as a gimmick, but as a way to invite your audience into the brand-building process. When co-creation feels fun, meaningful, and high-stakes, it drives conversation, loyalty, and visibility at scale.
Learn About BK and Sprinklr Partnership: Burger King turns up the sizzle on TikTok Spark ads
5. Netflix’s "Wanna Talk About It?" campaign
In early COVID months, isolation and mental health concerns surged, especially among younger audiences.
Netflix launched the "Wanna Talk About It?" campaign — a mental wellness series on Instagram Live, with stars of popular shows and mental health experts for open Q&As. These sessions encouraged open dialogue, inviting viewers to discuss their mental health freely. It created a supportive environment for people to share experiences and sparked meaningful conversations about mental wellness.
Why it worked:
- Timely and empathetic messaging
- Effective use of social media to create safe spaces
- Influencer partnerships to amplify reach and credibility
- Genuine engagement with audience emotions and concerns
The impact:
1M+ live viewers, sustained community engagement, and a stronger emotional bond between Netflix and its fans.
Takeaway: PR doesn’t always need a “product push.” Sometimes, being present for your audience emotionally creates the strongest loyalty.
💡 Pro Tip: Listening across platforms can uncover rising emotional signals. Campaigns that respond in real time build brand trust faster. Sprinklr Social Listening helps you do just that. Its industry-trained Sentiment Analysis model reads context, detects emotion and classifies messages as positive, neutral, or negative, so you can act on what really matters, when it matters most.
Recommended Read: Social Media Messaging: How to Get it Right
6. Wise’s "Take on the World" campaign
Wise (formerly TransferWise) wanted to show it was more than just a remittance tool. It launched a bold, cross-channel campaign, the "Take on the World" campaign, built around a catchy anthem by artist KENA. The campaign emphasized the freedom to send, spend and receive globally with one account, in 50+ currencies across 175 countries.
The campaign rolled out across TV and online channels, reinforcing Wise’s promise of simplicity, accessibility and international reach.
Why this worked:
- Strong, global messaging tailored to cross-border audiences
- Strategic use of music to enhance brand recall
- Clear articulation of product benefits through storytelling
- Consistent, multi-channel delivery that boosted visibility
The impact:
Boosted brand recall, improved adoption in new markets, and reinforced Wise’s global, customer-first identity.
Takeaway: Simplicity sells especially when global services can feel complex. Anchor your brand in clarity, rhythm and relevance.
Best practices to run a successful PR campaign
When you’re managing reputation at a global scale, “learn as you go” is a risky strategy. Enterprise PR campaigns require precision: clear alignment, fast feedback loops and smart decisions backed by real-time insight.
Here’s a step-by-step framework to run campaigns that resonate across markets and adapt in the moment.
1. Anchor PR strategy to business outcomes
A strong PR strategy starts by looking beyond comms metrics. Before you launch anything, ask: What business objective does this campaign support?
- Is it protecting brand equity after a crisis?
- Building credibility in a new market?
- Reassuring investors or stakeholders?
- Supporting a CX transformation?
When your goals tie directly to measurable outcomes like customer trust, reputation recovery or pipeline influence, it becomes easier to define ROI, secure executive buy-in and prioritize under pressure.
✦ Enterprise tip: Make sure comms leaders are in the same strategic conversations as product, legal and marketing teams. Misaligned PR goals create brand noise, not value.
Add-on Learning: Customer Service ROI: How to Improve with AI in 2025
2. Know your audience inside out
Many campaigns miss the mark because they rely on static audience personas. But preferences shift fast, especially in global markets.
Enterprise PR needs living audience insights. You need to know:
- What’s emotionally resonating today vs. last quarter
- Which platforms, languages and influencers drive trust
- What people expect from your brand in their context
💡 Pro Tip: Static personas don’t cut it anymore. Sprinklr Insights helps you keep up with your actual audience — right now.
It decodes real-time signals across 30+ digital channels and 100+ languages to give you a living, breathing view of your audience. With Audience Insights, you can:
- Discover what they care about, from brand affinities to behaviors
- Create content that clicks by tapping into trending storylines
- Act smarter by finding the right partners, platforms and messages to boost ROI
Because in global PR, knowing who you’re talking to—and what they care about today—is everything.
Want to uncover what your audience is asking for? Let us show you how in a free demo.
Important Read: Your Complete Guide to Audience Targeting
3. Build a compelling, credible and consistent narrative
Enterprise brands don’t just tell stories; they shape perception. A great campaign narrative should:
- Reflect your brand’s purpose, not just its products
- Stay consistent across every market while allowing cultural nuance
- Adapt tone and form without diluting core messaging
Whether you’re navigating a crisis or launching a product, build around a narrative arc that answers: Why now? Why us? Why it matters?
✦ Takeaway: Great PR doesn’t start with copy; it starts with clarity. Align on the “why” before polishing the “what.”
Helpful Read: Social Media Storytelling: A Comprehensive Guide
4. Identify your ideal media mix
The right story in the wrong place goes unheard. Enterprise campaigns need a dynamic media mix that reflects how your audience actually consumes content.
- Blend earned media with paid, owned and influencer-led channels
- Tailor formats for each platform (think: video snippets for LinkedIn vs. data-led op-eds for trade outlets)
- Track which voices are shaping the conversation, then partner with them
✦ Enterprise Tip: Use media intelligence to see not just where your brand appears, but where your audience engages. Sprinklr Insights shows which channels, publications and influencers are driving real reach and resonance.
You May Need This: Organic vs. Paid Social Media: Choose the Right Channel
5. Ground campaign strategy in competitive and cultural context
Reputation is relative. To stand out, you need to know:
- The stories competitors are telling
- Which angles are overused or underrepresented
- How media, sentiment and perception differ by region or vertical
✦ Pro Tip: Benchmark campaigns in real time using Sprinklr’s Competitive Insights and Benchmarking — understand share of voice, tone, amplification and white space before you launch.
6. Monitor in real time. Optimize in real time.
In global PR, you can’t afford to “set and forget.” Once the campaign is live, the job isn’t done, it’s just begun.
- Monitor reactions across earned and social media, fast
- Track leading indicators like story pick-up, sentiment velocity and influencer amplification
- Be ready to shift narratives, correct missteps or spotlight what’s working, while the campaign is still in motion
7. Define success using both leading and lagging indicators
Too often, campaign performance is measured only after the fact. But smart PR teams track leading signals early to shape outcomes.
Leading indicators:
- Sentiment trend shifts
- Volume of high-tier pickups within first 48 hours
- Rate of social sharing or quote inclusion
Lagging indicators:
- Brand trust scores (via surveys or panels)
- Share of voice and message penetration
- Executive perception or customer confidence metrics
✦ Use Sprinklr Insights’ integrated dashboards to combine real-time media analytics with survey insights, digital listening and brand health tracking.
8. Debrief, learn and close the feedback loop
Post-campaign learnings shouldn’t be a footnote. They’re your playbook for what to do next, and what to do better.
Run internal debriefs across PR, CX, product and sales
Use smart surveys and customer feedback to understand how your message landed
Document not just what performed, but why, and what shifted mid-campaign
✦ With Sprinklr’s AI-powered Surveys and visual reporting, you don’t just gather opinions — you surface actionable insight. What did people feel? What drove belief? What will they remember?
Invaluable Read: What is Customer Feedback Management and How to Do It
The right blend of strategy and technology makes a successful PR campaign
We’ve explored some of the most impactful PR campaigns. From Netflix’s “Wanna Talk About It?” to The Big Issue’s powerful LinkedIn partnership, each stood out for its creativity, timing and cultural relevance.
But look closer, and there’s a clear pattern: The best campaigns weren’t just bold — they were insight-led.
Real-time analytics, social listening, cultural pulse tracking — these weren’t just add-ons. They were the engine behind great ideas that landed with precision and scaled with confidence.
Here’s the reality: not every campaign will go viral. But every campaign should be built to respond fast, learn faster, and earn trust at scale.
This is where Sprinklr Insights gives you the edge to fuel every phase of the PR lifecycle. Wondering how it fits into your ecosystem?
