As we wrap up another year, the Wild PR team reflects on the memorable PR and marketing campaigns that made 2023! Our team has handpicked a few favourites, each leaving a mark for different reasons.
Let’s dive into the creative PR and marketing campaigns that defined this year:
Frankie’s Pick: Tony’s Chocolonely x Glastonbury x Oxfam
“This campaign stood out to me this year as it tapped into so many elements of popular culture but also really important global issues. Tony’s Chocolonely aims to end modern slavery and child labour in the chocolate industry. The Dutch confectionery manufacturer teamed up with Glastonbury’s charity partner, Oxfam, to sell a limited-edition Tony’s chocolate bar in its stores and online, in five of which, a pair of tickets to Glastonbury Festival 2023 were hidden. All profits from the product went to Oxfam and its ongoing mission to beat poverty.
“ I loved how this campaign linked in with the upcoming release of the new Wonka film, which was already getting plenty of media buzz, but also the elusive securing of a Glastonbury ticket, which so many Brits wanted to get their hands on! It drove people into shops to visit the Oxfam website and created a vast social media buzz with follow-up stories like this one where a very lucky couple found two tickets to the festival.”
Kayleigh’s Pick: Charlie’s Bar Christmas Ad
“Christmas time is a very busy time for all; hospitality businesses will find it particularly competitive, but a northern Irish pub, Charlie’s Bar, advertising really hit the mark when it came to its Christmas campaign. One person re-shared the video on Facebook, writing: “This Christmas ad for a pub in Enniskillen is better than anything John Lewis has ever put out”, and they were not wrong. The heart-wrenching video begins with an old gentleman leaving flowers at a presumably close family member’s grave; he then takes a walk through his town, tipping his cap to people passing by unnoticed as they walk on, too engrossed in their conversation. Upon reaching Charlie’s Bar on Church Street, the man coincidentally arrives alongside a young couple accompanied by a small dog. Together, they enter the bar for a pint. As he settles by the fire, enjoying his Guinness, the little dog approaches him warmly, leading the young couple to join him at his table, raising their glasses to toast their newfound friendship.
“This provoked an instant connection to many who have someone elderly close to them, had sadly lost someone close, or simply valued family and friendships (everyone!). The Christmas video went viral after gaining over 350k views on TikTok and millions of views on X (formerly Twitter). This proves that social media and other digital marketing and PR tactics can do wonders for any business’s brand awareness, no matter how large or small, and should be valued as a place of promotion and an effective way of using marketing budgets.”
Mollie’s Pick: Norwich FC x Samaritans
“This campaign by Norwich FC left an impression on me due to its emotional resonance and widespread impact online. The campaign navigated the sensitive issue of mental health among men, shedding light on the alarming fact that the average age of a Norwich FC game attendee reflects the age group most at risk of suicide. This connection was shocking to hear. The campaign’s success across socials also highlighted its effectiveness in encouraging conversations about mental health — an often overlooked topic, especially among men. It’s encouraging to see large organisations like Norwich FC utilising their voice to shed light on important topics like mental health. By leveraging their influence, these organisations not only create awareness but also contribute to breaking the stigma surrounding mental health issues.
“I can imagine this campaign helped spark many meaningful and potentially life-saving conversations and serves as a reminder to check on those around you.”
Lydia’s Pick: Swift Direct Blinds x AI Halloween Interiors
“My favourite PR campaign of 2023 was by Swift Direct Blinds, where the team used the power of AI to create Halloween-inspired interiors. I loved how creative this campaign was, and each image really captured the essence of the Halloween films. This idea was really relevant to the client, with a clear intention of exploring how their products can help readers achieve the aesthetic.
“Tying your products and services into an awareness day is a really effective way to achieve widespread coverage and can show a more relaxed, fun side to your marketing messaging. Indeed, this campaign successfully gained a large audience and coverage in a range of publications with a high Domain Authority, including Daily Mail and Ideal Home.”
Looking back at these amazing PR and marketing campaigns, it’s clear that 2023 was a year full of creativity, connections, and stories that matter. We’re super excited about what’s coming up in marketing and PR in 2024, and you can learn more about our predictions for the new year here.
Want to find out more about how we can support you to elevate your marketing efforts? Get in touch today or book a no-strings-attached 30-minute introductory call with managing director Katrina Cliffe.