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This year, for the first time, we asked a selection of our Influence 100 cohort if they’d like to highlight the best earned media-led or PR campaign they’ve seen recently. Ten in-house communications leaders, based across the US, EMEA and Asia Pacific, have selected work ranging from campaigns for some of the world’s biggest consumer brands, to impactful programmes for charities, NGOs and governments, and exceptional B2B campaigns.
“In the B2B space, ‘A song for every CMO’ was a very creative campaign [by Spotify Advertising and FCB New York], showing how hyper-personalization of a campaign can be done to the level of an individual person.”
“I also came across this work by Husqvarna, the lawnmower company, which used a software update to its Automowers to ‘sing’ happy birthday to the loneliest robot in the universe, the Mars Curiosity Rover. Simple, but a great idea and well executed.”
“The Heinz Ketchup Fraud campaign [by Rethink Toronto] was a brilliant, original take on the problem of counterfeit goods.”
“Ukraine's PR activities to galvanise global support.”
“My first observation is that the overall quality of PR campaigns is increasingly on the rise, and I think our whole industry should be commended for this. A standout campaign this year has been Dove’s Turn Your Back against TikTok’s viral ‘Bold Glamour’ filter [by DAVID and Ogilvy]. Dove really gets behind challenging toxic beauty content in media and social media and works to hold a lightning rod to these issues. This campaign cleverly used influencers for big key moments to drive its point– generating significant talkability and earned media to support its cause.”
“The American Heart Association’s Go Red For Women campaign has really generated a lot of buzz to increase awareness about heart attacks in women.”
“I love seeing the work Mattel has done with Barbie to prioritize inclusivity. I believe representation is important in all aspects of life and play is no exception.”
“I really appreciated the NFL Flag Football campaign, Run With It. Loved that it highlighted a woman – Diana Flores and other trailblazers from many eras and sports – and the role they play in moving competitive sport forward. And while that’s inspirational enough on the surface, they added another layer to the campaign by highlighting Diana and all that she and her family overcame together so that she could be where she is.”
“Johnson & Johnson's Health Equity Innovation Challenge.”
“The Unburnable Book [by Rethink Canada for Penguin Random House]. It was an unexpected stunt that brought to attention a topic most people find abstract and perhaps a bit dull. Proceeds from a Sotheby's auction benefitted work on free expression.”
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