Matt Seabridge
27 March 2025
PR Campaigns I Saw and Kinda Liked Volume 2
Hey, welcome to Volume 2 of "PR Campaigns I Saw and Kinda Liked".
If you missed Volume 1 check it out here.
I've got 16 campaigns to share in this post, hopefully one or two of them help to spark a bit of creative inspo for you. Let's get to them!
Lovehoney - UK Sex Map 2025
https://www.lovehoney.co.uk/trends-insights/sex-map-2025/
What happened?
Lovehoney used their internal sales data to reveal sex toy sales trends
What I liked about it:
Such a great use of internal data
Lovehoney regularly release insights like this which is great for brand building and topical authority
Sex is deffo not a taboo topic when it comes to earning PR coverage
The campaign page looks amazing and goes into great detail with the insights they've shared
Any campaign that produces the headline "Map reveals the unexpected UK towns that buy the biggest dildos" is a banger
Business Waste: Male Sanitary Waste Bins
https://www.businesswaste.co.uk/your-waste/sanitary-waste/male-sanitary-waste-bins/
What happened?
Business Waste highlighted the lack of sanitary waste bins and are providing free waste bins
What I liked about it:
Raises awareness of a great cause and one that probably needs better awareness
Obviously great for their own PR but a good example of a cause marketing campaign that goes beyond just earning PR coverage and backlinks
Supplying free bins for male bathrooms is a great initiative
Great use of primary research to add data led insights to the story and quantify the issue
Toxic Town Billboards Highlight UK Pollution
https://www.famouscampaigns.com/2025/03/toxic-town-billboards-highlight-uk-pollution/
What happened?
To mark the release of Toxic Town (great show - watch it), Netflix launched billboards that use real time air quality data to blur the visibility of the billboard
What I liked about it:
A great stunt to raise awareness of the show's release on Netflix
But also great awareness for a more serious issue of air pollution that perfectly ties in with the show
Great creativity and a really clever concept that is super on brand
Admiral: The Most Dangerous Days To Drive
https://www.admiral.com/press-office/18-january-the-most-dangerous-day-to-drive
What happened?
Admiral analysed 7 years of their own accident claim data to reveal the days the most car accidents happen on
What I liked about it:
Creative use of internal data - one of my favourite sources of content for campaigns!
Great for establishing topical authority and sending strong E-E-A-T signals
The top 10 days all basically being in a three month period is wild
Provides some great Reactive PR opportunities on the safest and most dangerous days - "Today is the safest day to drive in the UK"
Shoezone: Where in the UK has the smallest and largest feet
https://www.shoezone.com/Blog/the-uks-largest-and-smallest-feet
What happened?
Shoezone used their sales data to reveal which UK cities brought the largest and smallest shoe sizes
What I liked about it:
Cool use of internal data
It's a bit weird.... but in a good way?
Allows them to earn coverage with some classic headlines such as "Women in Milton Keynes have some of the largest feet in England, bizarre new study reveals"
Self: The Most and Least Affordable Cars To Run
https://www.self.inc/info/expensive-cars-to-run/
What happened?
Self calculated the annual cost of running different cars to find the most and least expensive cars to run
What I liked about it:
A big data project with a great methodology
The campaign page is a great breakdown of the findings and the different data points analysed
A genuinely useful resource that has a large pool of relevant media sectors to send to
Already up to 72 referring domains after a few months
Bankrate: Emergency Savings Report
https://www.bankrate.com/banking/savings/emergency-savings-report/
What happened?
Bankrate released the 2025 edition of their annual emergency savings survey report analysing how Americans used their savings in the past year
What I liked about it:
This is the third year that Bankrate have done this report which is great for building brand awareness and getting people to think of them when they think of emergency savings
If you run a report campaign that does well - keep updating it each year!
The landing page is super detailed and the interactive graphics allowing you to toggle between years is very cool
Because they've repeated the campaign three times now using the same url, the campaign page has over 3,000 referring domains
Positively Parenthood: If Mummy Pig’s pregnancy has your toddler asking questions, here’s how to answer them
https://metro.co.uk/2025/02/27/mummy-pigs-pregnancy-toddler-asking-questions-answer-22638095/
What happened?
Positively Parenthood newsjacked the Peppa Pig pregnancy announcement to provide expert commentary in how to talk to your kids about pregnancies
What I liked about it:
A masterclass in Newsjacking
Great for authority building while also being genuinely useful to their target audience
It's proof that anything can be newsjacked if you have the right expert!
Which?: Strangest supermarket substitutions revealed
https://www.which.co.uk/news/article/strangest-supermarket-substitutions-revealed-ajATw0V1ePBX
What happened?
Which? surveyed the UK to reveal how common product replacements were in Supermarket deliveries, and what the strangest substitutions people have received were
What I liked about it:
It's a topic that nearly everyone can related to getting annoyed by - combines an everyday topic with an emotional trigger
The survey isn't most the scientific but it gets the job done and provides the data needed to get a strong headline
The inclusion of case studies with strange substitutions people have received really helps make it into a fully formed story and not just data points
Expert explains fascinating reason why psychologist in Adolescence only offers Jamie half a sandwich
What happened?
A Psychologist provided expert commentary on the meaning behind the sandwich in episode 3 of Adolescence
What I liked about it:
A great creative way to newsjack a pop culture event
Newsjacking big trending topics like Adolescence will get you huge brand exposure from any press coverage about the show
The quotes originally appeared in Tyla but have been picked up across loads of Nationals
Psychologists are always in hot demand for expert commentary pieces
John Lewis x The Traitors
https://www.instagram.com/p/DHK6wPWPqRO/
What happened?
John Lewis have teamed with Frankie off The Traitors to be the face of their Mother's Day campaign
What I liked about it:
It's a perfect fit for a brand collab
Fab for John Lewis brand perceptions as everyone loves fashion icon Frankie
The way it plays off the "Mother" trend is chefs kiss
Feels like an influencer collab that will actually do good job at generating sales
Casino.org: The hotel chains most likely to give free upgrades
What happened?
Casino.org analysed data from over 40,000 properties across 15 major hotel brands in the U.S. and Canada to determine "luckiest" hotel chains based on phrases like "free upgrade," "complimentary suite" and "unexpected upgrade" in reviews
What I liked about it:
I really like data campaigns that do keyword analysis on reviews to discover audience insights
A new creative direction for "the best hotels..." type campaigns
Who doesn't love a free hotel upgrade? Creates headlines that get readers interested
Harley Street Clinic: The Quickest Ageing Cities in the UK
https://www.harleystreetskinclinic.com/data/ageing-cities/
What happened?
Harley Street Clinic created an index looking at factors such as life expectancy, air quality, and life satisfaction, to rank the best and worst cities for ageing
What I liked about it:
A really well done index campaign with great selections and sources for the metrics analysed
Indexes like this ranking cities gives you so many regional angles to pitch
Very on brand and the expert tips at the end bring the piece together
musicMagpie: Bop or Bot?
https://www.musicmagpie.co.uk/bop-or-bot/
What happened?
musicMagpie analysed 1,500 AI-generated covers and songs to find the most popular AI artists, how they impact artists, and if people can tell the difference between fake and real
What I liked about it:
It approaches a topic with a mainstream audience in a way a lot of that audience probably aren't thinking about re: AI covers
The study is a great addition to the data insights
Some of the nicest graphics I've seen on a PR campaign
M&S disrupts cereal aisle with ‘Only 1 Ingredient’ Cornflakes
https://www.famouscampaigns.com/2025/03/ms-disrupts-cereal-aisle-with-only-1-ingredient-cornflakes/
What happened?
M&S released products with minimal ingredients and packaging to tackle ingredient transparency
What I liked about it:
Great initiative that likely does wonders for brand perceptions
It's different and creative
I actually really like the packaging and think it probably stands out from everything else on the shelves
Stephen Follows: What Happens After "I Love You" in Movies
https://stephenfollows.com/p/what-happens-after-i-love-you-in
What happened?
Stephen Follows analysed how often the phrase "I love you" appears in Movies and what happens when someone says it
What I liked about it:
I love nerdy analysis pieces like this on entertainment topics
The rise in movies using the phrase "I love you" is really interesting
The analysis of reactions to "I love you" is such a great angle
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