Public relations is more than just spreading the word—it's about creating stories that resonate, captivate, and inspire. In 2023, we witnessed a plethora of PR campaigns that not only grabbed headlines but also touched hearts and minds worldwide.
These campaigns exemplify the essence of PR: the art of transforming ideas into actions, actions into tangible results, and results into enduring impact—a philosophy ingrained deep within the ethos of Praxis. After all, at Praxis, we live by the creed that Ideas > Actions > Results > Impact isn't just a motto; it's a way of life. And yes, it's even plastered on our walls, but that's a story for another time.
This past year, we witnessed a variety of campaigns that epitomized these principles, creating waves of engagement and leaving lasting impressions. From enchanting collaborations to viral sensations, let's delve into some of the most memorable PR campaigns of 2023 and explore what made them so exceptional.
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Charlie and the Tony’s Chocolonely, Oxfam, and Glastonbury Festival factory
Source: Confectionery News
In the heart of the 2023 PR circus, a magical trio—Tony’s Chocolonely, Oxfam, and Glastonbury Festival—joined forces, stirring up a frenzy that took us straight back to our childhood dreams: The Glastonbury X Tony's Chocolonely milk caramel sea salt bars, exclusively available at Oxfam's high street shops.
But here's the twist—five lucky bars hid golden tickets, granting access to the holy grail of music festivals, Glastonbury!
What followed was a whirlwind of anticipation as news of the campaign spread like wildfire across social media. These bars flew off the shelves faster than a rockstar's tour tickets, drawing both old-timers and newbies to Oxfam's doorstep and creating a tsunami of free publicity that echoed around the globe.
But what truly made this campaign a winner? It wasn't just the chance to score festival passes—it was the warm fuzzies of "Charlie and the Chocolate Factory" dreams coming to life with every unwrapped bar.
Let's not forget the cherry on top: every penny made went straight to Oxfam's mission to fight poverty and inequality, adding an extra sprinkle of goodness to the mix!
And can we talk about the powerhouse trio behind it all? Tony’s Chocolonely, Oxfam, and Glastonbury Festival joined forces with a shared goal of making the world a better place. Together, they turned the irresistible allure of Glastonbury tickets into a chocolate-buying frenzy, all while spreading awareness for important causes. Talk about a win-win-win situation! This just goes to show the incredible impact of social consciousness, creativity, and a sprinkle of festival magic in the wild world of PR.
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Yes, Chef – I mean… Yes, Couch!
Source: CLIO Awards
Technically, the campaign was made public in 2024, but I can’t wait another year to yap about it.
On January 4th, Calvin Klein launched its Spring 2024 Campaign with Jeremy Allen White from "The Bear" that broke the internet. Fans buzzed worldwide about the red corduroy couch (and Jeremy’s abs, of course).
Taking advantage of the momentum, Facebook sourced the couch and launched it on Facebook Marketplace two days later for FREE, rendering the internet crazy(er). Fans are offering up their life savings, organs, and even their firstborns just to snag a piece of the action. Everyone was talking about it on social media and every publication was writing about it, TMZ even got Jeremy Allen White himself to comment on it!
It’s one of my favorite campaigns not just because of Jeremy Allen White(‘s abs), but also because of how swift Facebook was in seizing the opportunity. And get this—Facebook spent zilch on media, talent, or production, yet they racked up a mind-blowing 1.2 billion earned media reach and $13.7 million earned media.
Talk about a marketing mic drop! Leave it to Facebook to turn a viral sensation into a marketplace frenzy, proving once and for all that the internet's wild—and you can find anything on Facebook Marketplace!
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There was a Superbowl during Rihanna’s concert
Source: Tribe Dynamics
After a seven-year hiatus from the stage, Rihanna made her triumphant return in true Rihanna fashion—bold, iconic, and utterly unforgettable.
The Super Bowl halftime show, already a colossal event with over 113 million viewers worldwide, became an even grander stage as fans eagerly awaited Rihanna's comeback.
Midway through her set, though, Rihanna did something unexpected—she paused to touch up her makeup with her very own Fenty Beauty Invisimatte Instant Setting + Blotting Powder.
While the NFL didn't cut her a check for her halftime show, it turned out to be a game-changer for Fenty Beauty. The 3-second stint resulted in a staggering 74% month-over-month growth for the cosmetics company and a record-breaking $44.1 million earned media value in February alone.
According to Cosmetics Business, Google searches for Fenty Beauty skyrocketed by 883%, and the brand garnered a whopping 12.4k brand mentions across all social media platforms. But Rihanna didn't stop there. Leading up to the event, she dominated the conversation with her strategic social media posts and the launch of Savage x Fenty’s limited-edition “Game Day” collection, complete with a football-inspired pop-up shop.
If anyone’s ever doubted Rihanna, this just proves how she’s a mastermind when it comes to using her platform. With a three-second forehead blot at the world’s arguably biggest stage, she not only made traditional ads seem outdated but also seamlessly integrated her brand into the conversation, selling products without feeling like customers were being sold to.
So what makes a good PR campaign?
Reflecting on the standout PR campaigns of 2023, a clear pattern emerges: each campaign masterfully captured attention, connected with audiences, and yielded tangible results.
Successful PR endeavors tap into emotions and nostalgia, resonating deeply with audiences. For instance, Tony’s Chocolonely and Oxfam's partnership not only tantalized with golden ticket allure but also kindled childhood memories while championing charitable causes.
Similarly, Facebook's lightning-fast response in sourcing and promoting Calvin Klein's iconic couch ignited a whirlwind of excitement and anticipation. This swift action underscored the vital importance of timeliness and relevance in the ever-evolving landscape of PR.
Moreover, a truly effective PR campaign transcends traditional advertising boundaries, seamlessly integrating into everyday conversations and social media dialogues. Rihanna's Super Bowl cameo serves as a prime example, effortlessly blending product promotion with genuine, real-time engagement, and leaving an indelible mark on audiences worldwide
