Top 5 PR Campaigns From This Academic Year
As the school year creeps toward its end, I wanted to take some time to reflect on the public relations (PR) campaigns that have led the industry during this school year. Whether you realized it or not, there are a diverse range of campaigns that have made waves over the last several months.
Duolingo Owl’s Death: I think we can all say we’ve had an interesting encounter with Duolingo’s PR strategies at one time or another, and this campaign was no different. In February, Duolingo announced the unfortunate death of its beloved mascot, Duo. Following the announcement, it was stated that in lieu of flowers, Duo wanted Duolingo app users to complete their daily lessons. This campaign, while using the same mascot brand has been using since 2011, brought a fresh take on the character and inspired response from other brands. Even Grand Valley State University’s (GVSU) student-run newspaper, the Lanthorn posted in response, introducing Lanthorn Larry as “TikTok’s new favorite owl”. To bring Duo back to life, users were asked to complete challenges to fund his resurrection. Two weeks later, the beloved mascot revealed that the fake death was a test of users’ loyalty– and that the users passed.
Poppi Vending Machins: Poppi ranks high in terms of public impact – mostly for how hard this campaign backfired. As part of its Super Bowl campaign, Poppi sent vending machines full of its product out to 32 major influencers. What was meant to be a clever promotional tactic turned into massive backlash towards the brand for their alleged elitism. The machines were sent to people who are already wealthy and can afford to buy Poppi on their own. Viewers opposed to the campaign stated that the machines should’ve been placed in areas like college campuses, big cities, or other areas where audiences lacking easy-access could gain Poppi exposure. Additionally, it was stated that each machine costs about $25,000, which served as a great concern to many. Opposing brands like Olipop were then able to attract public attention in response to the campaign’s widespread disdain.
WIcked Promotions: This PR couldn’t have gone unnoticed even if it tried. Wicked, which was released in late 2024, had a high marketing budget and partnered with over 400 brands guaranteeing that it completely saturated the media. From Starbucks to Target to OPI to the Empire State Building, Wicked was everywhere. These extensive marketing efforts paid off by drawing large audiences to the theatre and helping the film creep into the top 50 highest grossing movies in the domestic box office.
Bumble x Chicken Shop Date: Bumble recently adopted a woman-focused approach in its campaign with Amelia Dimoldenberg, creator and host of Chicken Shop Date, a show where celebrities are interviewed while eating fried chicken. This kicked off a year-long campaign with a variety of celebrities and influencers, but Amelia’s unique reputation in the dating world and her notorious chemistry with her guests on Chicken Shop Date made her a wise choice to begin the campaign. In videos released by Bumble, Amelia shared her dating hot takes and experiences and explained why she loves Bumble and how it aligns with her values.
Nike So Win: Nike premiered its “So Win” campaign during the Super Bowl, featuring well-known female athletes such as Caitlin Clark and Jordan Chiles. With voiceover audio from Doechii, an up and coming female rapper, the campaign encompasses female struggle and the overcoming barriers in front of female athletes. The campaign has drawn attention to Nike, as it has lacked in its advertising and PR efforts over the past several years. This powerhouse of a campaign was a great way to break back into the industry.
What are your thoughts on these campaigns and their rankings? Were there other campaigns that you think should’ve made the list? As the advertising and PR world diversifies and new campaigns continue to launch, these questions and many more are worth considering.
Layla is a senior majoring in Health Communication and minoring in Advertising and Public Relations. On top of school, she is the Social Media Coordinator for a local non-profit called Bluebird Cancer Retreats. Following graduation, she plans to stay in West Michigan to work in healthcare administration.