In the world of marketing and public relations, it’s not enough for brands to simply advertise products—they must create stories that connect with people on an emotional level, inspire change, and foster relationships built on trust. Some of the most iconic consumer PR campaigns in history have done just that: they’ve gone beyond the basic marketing strategy to create memorable, long-lasting impressions that consumers continue to talk about years later. These campaigns not only sold products but also transformed the way people thought about brands.
A great consumer PR campaign is more than just a well-crafted press release or a clever advertisement. It involves creativity, insight into consumer behavior, and a deep understanding of the social, cultural, and emotional dynamics that drive consumer decision-making. The most successful PR campaigns tap into something deeper—a brand’s purpose, a societal issue, or a universal truth that resonates with the audience.
In this op-ed, we explore some of the best consumer PR campaigns ever, examining what made them stand out, how they succeeded, and the lessons they teach us about the power of storytelling and emotional connections in PR.
1) Nike – “Just Do It”
Nike’s “Just Do It” campaign, which first launched in 1988, remains one of the most iconic PR campaigns of all time. At its core, “Just Do It” is about more than just selling shoes; it’s about empowering athletes to push past their limits and break barriers, whether they’re professional athletes or everyday consumers. The campaign’s slogan transcended the product it was selling, becoming a cultural rallying cry for determination, resilience, and the power of human potential.
What made “Just Do It” so powerful was its simplicity and universality. It appealed to a wide audience, inspiring people from all walks of life to embrace an active, athletic lifestyle. By focusing on the idea that anyone, regardless of age, gender, or background, could “just do it,” Nike tapped into a universal human desire to overcome obstacles and achieve greatness.
The campaign’s enduring success can be attributed to its strong emotional appeal and the way it resonated with consumers on a personal level. Over the years, Nike’s PR team has continued to build on this message, using storytelling to showcase athletes who have defied the odds. Whether it’s celebrating the achievements of Olympic athletes or spotlighting everyday people who push themselves in the gym, Nike has consistently used “Just Do It” to reinforce its brand identity as a champion of the human spirit.
Perhaps the most significant moment in the campaign’s history came in 2018 when Nike partnered with controversial NFL quarterback Colin Kaepernick for a new ad. The ad, which featured Kaepernick’s voice saying, “Believe in something, even if it means sacrificing everything,” sparked both praise and backlash but ultimately solidified Nike’s position as a brand that stands for something larger than its products. The campaign demonstrated the power of PR in shaping not just consumer perception, but also the cultural and political landscape.
2) Coca-Cola – “Share a Coke”
In 2011, Coca-Cola launched its “Share a Coke” campaign in Australia, and it quickly became a global phenomenon. The idea was simple: replace the iconic Coca-Cola logo on bottles with popular first names, encouraging consumers to buy a Coke that featured their own name or the name of a friend or loved one. What made this campaign so successful was its ability to turn a simple product into a deeply personal experience for consumers.
The PR team behind “Share a Coke” tapped into the emotional power of personalization. Consumers were drawn to the idea of seeing their name on a Coke bottle, and the campaign encouraged people to share the product with friends, family, and even strangers. It became a social experience, with people posting pictures of their personalized bottles on social media platforms like Facebook and Instagram, further amplifying the campaign’s reach.
The success of the campaign was evident in its widespread popularity and the increase in sales that followed. Coca-Cola’s PR team effectively turned an everyday product into a fun, engaging, and shareable experience, successfully tapping into the growing importance of social media and user-generated content in consumer behavior. The campaign also worked in tandem with Coca-Cola’s larger message of happiness, joy, and connection, reinforcing the brand’s image as a symbol of togetherness.
The “Share a Coke” campaign’s success lies in its ability to create an emotional connection with consumers. It was about more than just selling a beverage—it was about fostering a sense of belonging and personal connection, which resonated with people worldwide.
3) Dove – “Real Beauty”
Dove’s “Real Beauty” campaign, which launched in 2004, is often regarded as one of the most revolutionary consumer PR campaigns of the 21st century. It sought to challenge traditional beauty standards by promoting a more inclusive and diverse representation of women in the beauty industry. Instead of relying on airbrushed models and narrow ideals of beauty, Dove featured real women of all shapes, sizes, and ages in its advertisements, celebrating natural beauty and self-confidence.
The campaign struck a chord with women everywhere, as it spoke to the pressures many felt to conform to unrealistic beauty standards. Dove’s PR team focused on authenticity, inclusivity, and empowerment, positioning the brand as a leader in promoting self-esteem and positive body image. The campaign’s message was clear: beauty is not one size fits all, and every woman deserves to feel beautiful just as she is.
The success of the “Real Beauty” campaign can be attributed to its authenticity and emotional resonance. Dove didn’t just market a product; it marketed a movement that aligned with the values of many women who felt underrepresented or misrepresented in the beauty industry. The campaign sparked conversations about the harmful effects of traditional beauty standards, and it led to a broader cultural shift towards more diverse and inclusive representations of beauty.
“Real Beauty” also demonstrated the power of PR in shifting the narrative around a brand. Dove’s commitment to authenticity helped establish the brand as an advocate for women’s empowerment, which ultimately led to increased sales and brand loyalty. The campaign showed how PR can be a force for positive change while still being successful from a business perspective.
4) Always – “#LikeAGirl”
In 2014, the feminine hygiene brand Always launched the “#LikeAGirl” campaign, which aimed to challenge the negative connotations associated with the phrase “like a girl.” The campaign featured a powerful video that showed how young girls’ perceptions of themselves are often shaped by society’s limited and demeaning definitions of femininity. The video asked people to demonstrate how they run, fight, or throw “like a girl” and contrasted the awkward, unconfident performances of older teens and adults with the bold and confident actions of young girls. The message was clear: doing something “like a girl” should be a source of pride, not insult.
The PR strategy behind “#LikeAGirl” was highly effective because it resonated with audiences on a deep emotional level. The campaign leveraged the power of social media to amplify its message, encouraging people to share their own experiences and challenge stereotypes. It quickly became a viral sensation, with millions of people across the world posting videos and messages of support for the campaign’s message of female empowerment.
What made “#LikeAGirl” so impactful was its ability to address a societal issue—gender stereotypes—while also promoting a positive, uplifting message. Always used its platform not only to sell products but to contribute to a cultural shift in how girls and women view themselves. The campaign’s success was reflected not just in the widespread media coverage but also in the way it changed the conversation around gender equality and self-esteem.
The campaign’s success shows how PR can be a powerful tool for social change. By connecting a brand to a larger cultural movement, Always was able to engage consumers emotionally and inspire a sense of purpose beyond just buying a product.
5) Apple – “Think Different”
Apple’s “Think Different” campaign, which launched in 1997, is widely regarded as one of the most successful and innovative PR campaigns ever. The campaign, which featured black-and-white portraits of historical icons like Albert Einstein, Martin Luther King Jr., and John Lennon, positioned Apple as a brand for creative thinkers, innovators, and rule-breakers. The message was clear: Apple was not just a tech company—it was a brand that stood for creativity, individuality, and nonconformity.
What made “Think Different” so brilliant was the way it connected Apple’s products to a larger cultural and philosophical movement. By aligning itself with famous figures who challenged the status quo, Apple positioned itself as a brand that encouraged its users to do the same. The campaign resonated with people who saw themselves as rebels or pioneers, and it helped differentiate Apple from its competitors in the highly competitive tech industry.
The PR strategy behind “Think Different” was deeply effective because it was more than just a marketing message—it was a statement of values. Apple wasn’t just selling computers and gadgets; it was selling an identity. The campaign helped establish Apple as a premium brand that appealed to consumers’ emotions and aspirations. By emphasizing creativity and innovation, Apple built a loyal customer base that became not just consumers but evangelists for the brand.
The success of “Think Different” showed how PR can transform a brand’s perception and create a loyal, passionate following. It demonstrated the power of aligning a brand’s messaging with deeper societal values and aspirations.
The campaigns highlighted in this op-ed represent the best of what consumer PR can achieve. Each of these campaigns was more than just an advertisement or promotional stunt—it was a powerful story that connected with people on an emotional level, challenged societal norms, and left a lasting impact on culture.
What made these campaigns successful was not just their creative brilliance, but their ability to tap into universal human emotions—whether it was the drive for self-improvement, the desire for authenticity, the push for empowerment, or the search for belonging. These campaigns didn’t just sell products; they sold a story, a movement, and an identity.
For today’s brands, the lesson is clear: PR is about more than simply getting attention—it’s about creating a meaningful connection. In an age of constant media saturation, the brands that succeed are the ones that can engage with consumers in a way that feels authentic, relevant, and personal. The best PR campaigns don’t just capture public attention; they build trust, loyalty, and relationships that last long after the campaign ends.
As the marketing and PR landscapes continue to evolve, the brands that stand out will be those that understand the power of storytelling and emotional engagement. The best consumer PR campaigns are the ones that make people feel something, and in doing so, they create connections that transcend products and create lasting cultural impact.
