Looking for the most iconic PR campaigns of 2024? We got you. Last year, brands went all out—turning viral moments into marketing gold, jumping on trends, and creating major buzz. Whether you’re here for inspiration or just to see who nailed their PR and media game, here’s a rundown of the best of the best.
Key Takeaways
PR is all about vibes. The best campaigns knew their audience, played into pop culture, and delivered messages that hit just right.
Creativity + adaptability = success. Whether it was humor, social responsibility, or just wild ideas, the standout campaigns proved that originality wins every time.
Data matters. If you're not tracking engagement, media mentions, and audience reactions, how do you even know if your campaign worked?
What Makes a PR Campaign Pop?
PR campaigns aren’t just about pushing a product—they’re about storytelling, grabbing attention, and making people feel something. The best ones shape brand identity, go viral (for the right reasons), and leave a lasting impression.
Now, let’s break down 2024’s most unforgettable campaigns:
Dove’s ‘Hard Knock Life’ Campaign
Dove went full send at the Super Bowl LVIII with a tearjerker ad featuring young girls fighting to stay in sports. Backed by the absolute bop ‘Hard Knock Life,’ the campaign put a spotlight on a real issue—nearly half of girls quit sports by 14 due to body image struggles. Major yikes.
Dove played it smart, turning a viral moment into a movement. By showing up where the world was watching, they reminded everyone that body confidence isn’t just a trend—it’s a necessity.
Oreo’s ‘Oreo Menu’ Initiative
Oreo literally hacked the internet with this one. Instead of the regular old hamburger menu on websites, they turned it into an ‘Oreo Menu’—because why not? Clicking it led to discounts on actual Oreos, making snack time and screen time a perfect match.
This was peak digital marketing genius, proving that even the most basic UI elements can be flipped into fun, unexpected brand moments.
Burger King’s ‘Million Dollar Whopper’ Contest
Burger King said, “Let’s put AI to work,” and invited fans to design their dream Whopper for a shot at a million bucks. Using a slick interactive platform, people mixed and matched ingredients to make their perfect burger.
The result? A viral storm of AI-generated burgers, loads of engagement, and proof that brands willing to get creative with tech will always be the main character.
Tony’s Chocolonely’s ‘Living Income’ Packaging Stunt
Tony’s Chocolonely decided to shake the table by redesigning their packaging to look like major candy brands—only to expose the dark side of the chocolate industry. The message? Not all chocolate is made ethically, and it’s time to change that.
This wasn’t just marketing; it was a mic-drop moment. Tony’s turned their packaging into a conversation starter, and suddenly, ethical chocolate became the coolest flex.
Apple’s ‘Heartstrings’ Advertisement
Apple knows how to hit us right in the feels. Their holiday ad featured a dad and daughter bonding over music, with a subtle but impactful nod to AirPods Pro 2’s hearing aid feature. Cue the waterworks.
With this campaign, Apple didn’t just push a product—they showed how their tech fits into real, emotional moments. Genius move.
California Pizza Kitchen’s Mac and Cheese Comeback
When a TikTok user exposed CPK for selling “Mac and Cheese” without the mac, it could’ve been a PR disaster. But instead of ghosting, they clapped back with a hilarious response vid and gave the customer free meals for a year.
What could’ve been a mess turned into a major W for CPK, proving that owning your mistakes (with a little humor) is the ultimate brand glow-up.
McDonald's ‘WcDonald’s’ Manga Tribute
McDonald’s went full anime mode, rebranding to ‘WcDonald’s’ in a nod to its iconic manga appearances. They dropped exclusive menu items and gave fans a nostalgia overload.
By tapping into anime culture, McDonald’s showed they know their audience and respect the fandom. Big brand energy.
Pfizer’s ‘Here to Science’ Super Bowl Ad
Pfizer pulled out all the stops with a high-energy Super Bowl ad set to Queen’s ‘Don’t Stop Me Now,’ reminding everyone that science = progress. In an era of misinformation, this was a major power move.
Pfizer didn’t just drop an ad; they made a statement. Science is here to stay, and so is their brand.
Patagonia’s ‘Rewilding the World’ Initiative
Patagonia took its eco-friendly mission to the next level, using digital storytelling and influencer power to hype up ecosystem restoration. The impact? A 15% sales spike for their sustainable gear.
This campaign proved that being good for the planet = being good for business. And that’s a flex everyone should get behind.
Nike’s ‘Equality for All Athletes’ Campaign
Nike tackled inequality in sports with a campaign that wasn’t just talk. They amplified diverse athlete stories, funded scholarships, and made real moves to level the playing field.
With 5M+ hashtag uses and a real impact on young athletes, Nike showed that when brands back up their words with action, people take notice. Talk less, do more—that’s the move.
What We Learned from These PR Wins
Stay plugged in. If you're not paying attention to TikTok trends and pop culture, you’re already behind.
Be flexible. Sometimes, the best PR moments aren’t planned—be ready to jump on opportunities when they come.
Authenticity > Everything. People can spot a forced campaign from a mile away. The best ones feel natural and engaging.
Why PR Campaigns Matter More Than Ever
PR isn’t just about press releases anymore—it’s about conversations, memes, and culture shifts. The best brands aren’t just selling products; they’re making moments that people want to talk about.
If you’re planning a PR move, take notes from these wins. Find what resonates with your audience, lean into cultural moments, and most importantly—have fun with it. That’s how you stay relevant in 2024.
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