The best of 2015: Counting down the top 10 marketing and PR campaigns

Rob Pasquinucci

Senior PR and Content Strategist

Wednesday, December 23, 2015

Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedIn
Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedIn

As the ball drops and we wrap up 2015, it’s a great time to reflect on the year’s top marketing, branding, content and PR campaigns and tactics. Here are 10 that caught our eye this year:

10. CHRISTMAS CRISIS PR

Both Starbucks and Reese’s found themselves in the yuletide crosshairs for different reasons. The PR response by each company (or non-response, in Starbucks’ case) are nice examples of ways to handle the seemingly never-ending crises that show up on social media. Kudos to Reese’s for turning the “controversy” around on social media with its #alltressarebeautiful hashtag.

9. BUILD A BRAND (AND GIVE EMPLOYEES A BREAK)

REI eschewed Black Friday and invited its employees (and everyone else) to get outside. This generated a ton of social media buzz and earned media; but also reinforced what REI stands for.

8. VIRTUAL SANTA

JCPenny is offering a virtual reality experience to entice young families in store. Kids can take a virtual ride in Santa’s sleigh, complete with product placements.

7. ADVERTISING/FILM

This ad for Beats by Dre features Serena Williams. It’s very powerful, but we admit to being biased because it was filmed locally.

6. DOGS AND CATS WITH HUMAN HANDS

Does this need any further explanation? This series of videos from Freshpet is funny, and got plenty of earned media.

5. WHAT COLOR IS YOUR MARKETING?

This dress broke the Web. Several brands newsjacked the story with social media posts. Pizza Hut won a “viral victory” for its activation around the dress, according to Amobee Brand Intelligence, scoring more than 20,000 mentions.

4. LOGO DESIGN

Sonos redesigned its logo and it looks great, but if you scroll past it in your browser, it appears to pulsate – much like a speaker would. Interestingly, the effect was discovered halfway through the design process.

3. THE PLANETS LINE UP

Another great newsjack was astrophysicist Neil deGrasse Tyson’s claim that the earth’s rotation may have helped the Bengals win a game.

2. SLAP A COAT OF CONTENT MARKETING ON IT

Rust-Oleum used clever content marketing to build its brand – generating 107 million impressions and a 40 percent increase in sales.

1. FINALLY, LET’S TOAST THE END OF 2015 WITH SOME SCOTCH, SHALL WE?

And make it a double. Here are two videos - one clever and one touching – marketing two brands of Scotch:

Replace your video yuletide log with 45 minutes of Nick Offerman enjoying a glass of Lagavulin in front of a crackling fire. Yes, this is a strategic one-off, but the whiskey brand found a great brand advocate to be its spokesman. Or, non-spokesman in this case.

On a more touching note, this spec creative video for Johnny Walker is well worth the 1:30 you’ll spend watching it. Have some other thoughts on the best of 2015? Share them with us via @IntrinzicSays. Happy New Year!