Hero Campaigns
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett
Hero PR campaigns give your brand elevated levels of attention and emphasis, for launches of fresh initiative and new products, and to dramatise the positioning (or re-positioning) for audiences at scale.
Typically, multi-channel to amplify their impact – they’re usually complex in their planning and execution - all to tell a beautifully simple story, as powerfully as it can be told.
We’ve won a stack of awards for our PR stunts and campaigns. In fact, at Bottle we thrive off the buzz (and sometimes the stress) of delivering stop-the-scroll activations for our clients.
What is a PR campaign?
Hero campaigns will have a memorable artefact at their heart, that gives the story that talkability and reach when shared with the media and social audiences.
So, it could be the scent of laundered money, the sound of an AI lullaby, the taste of a gin made with collagen to ward off wrinkles, or the film of Susie Dent choosing obscure weather words from the dictionary. (Yep, we’ve made all of these.)
What are the benefits of a successful PR campaign?
Delivers brand fame and audience reach
The hero PR campaign aims for the fame goal – widest reach, minimal targeting, and segmentation. The brand-building impact for audiences who aren’t in-market (yet), but will be left with an enduring impression of your brand, that will influence their purchase preferences - when they come to choose, they’re more likely to choose you.
Peak moments for brand awareness
PR campaigns work as the peaks, layered on to your wider comms plan. Heightened brand impact, amplifying the always-on flow of PR stories. At the apex, they can also cascade into helpful (and findable) content and stories, and lead audiences further along the marketing funnel.
Bolster brand reputation
In the world of marketing, achieving – and maintaining - brand salience really is the name of the game. Creating positive, and distinctive brand exposure will work to keep your existing customers loyal and attract newbie fans of the brand.
A snapshot of some of our best PR campaigns
Our approach to create a PR campaign
Typically designed for fame, distinctiveness and talkability; our hero campaigns are creative, surprising, and bold. We like to grab attention and encourage people to think of your brand in a different way. We use our own 6 step Creative Process to ideate and make stories worth sharing.
We also deliver hero campaigns with findability goals in mind. This process is similar, but ideation starts with a 10x irresistibly linkable idea – to ensure there’s a strong, evergreen asset to point a varied range of media stories and publications to.
Your campaign brief is the starting pistol, it’s how you tell us your brand challenge. It’s our job to turn that into the creative brief, bringing insights that re-express it as the audience’s ‘problem’, that we find wonderfully surprising stories to tell, that show your how your brand empowers them.
Ideation and creative planning
From creative brief to concept we work from the fanciful, wishful thinking of early ideas to the tissue stage, when you see three concepts and choose which one’s going to fly (and which get binned, at least for now).
We know that the two words that kill creativity are “let’s brainstorm” (actually, it’s also “tiny budget” and “go viral”) so we have a Creative Process that steers us through the divergent and convergent steps - and takes us from “getting the right idea” to “getting the idea right”.
A PR stunt or campaign that’s worth talking about
Originality makes for sticky stories that stay with audiences, and the emotional peaks hardwired into hero campaigns make for shareability – because it’s funny, weird, awe-inspiring, daring, clever or just outrageous. Creative campaigns – as well as communicating a message – say something about your confidence as a brand, and confidence is attractive.
Drive website traffic (and even physical footfall)
With any campaign idea we conjure up, we think of all the ways we can make it works across multiple channels. These are higher investment moments for our clients, so we don’t want them to fly past in the blink of a scroll. We make sure your campaign is seen in all the places your target audience are.
It doesn't stop there. We also work with clients on...
Account management
Meet some of our PR campaign experts
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Colin Cather
CREATIVE DIRECTOR
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Cath McElroy
COMMS DIRECTOR
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Steve Monk Chipman
HEAD OF CREATIVE
We love hero PR campaigns
From process to what good looks like, check out what keeps our PR campaign experts up at night in the Bottle blog…
Curious?
Let’s talk.
hello@wearebottle.com
+44 (0)7425 820927
BOTTLE PR
The Loft
1st Floor, Tyndale House
134 Cowley Road
Oxford, OX4 1JH