Social Media and PR: 5 Brands That Got It Right

For more than a decade, companies have been using social media to push their marketing and public relations messages – often to mixed results. As social media users become increasingly aware – and dismissive- of blatant marketing tactics, using social media as a PR tool has gotten increasingly difficult. But not impossible.

The brands below exemplify how companies can deliver winning results on social media and generate positive PR in the process.

1. Dove’s ‘Keep Beauty Real’ AI Campaign

The background: Dove's Real Beauty initiative began in 2004, aiming to challenge how women are represented in the media and encourage the beauty industry to understand the harmful impact unrealistic depictions have on women and girls. In 2024, with the emergence of generative AI perpetuating unrealistic beauty standards in the images it creates, Dove launched Keep Beauty Real.

The details: “What kind of beauty do we want AI to learn?” That’s the question posed by Dove as AI models risk being trained on images that mirror societal biases towards women’s representation. Dove announced a pledge to never use generative AI to create or distort women’s images in its ads with an accompanying film called ‘The Code.’ Furthermore, it released the Real Beauty Prompt Playbook, a guide for creators and brands on how to use AI responsibly when representing beauty.

The result: At a time when AI was dominating headlines, and posing ethical questions about its usage, Dove cemented its long-standing commitment to beauty representation by setting out responsible use of the technology. Its ad, ‘The Code,’ was praised and shared widely across social media, generating millions of views across YouTube, Instagram, and TikTok.

Uber’s & Etsy’s ‘The Swift Lift’ Campaign 

The background: Taylor Swift’s Eras Tour kicked off in 2023 in the United States, quickly becoming the highest-grossing music tour in history by surpassing $1 billion in revenue. Uber noted a significant increase in demand around venues and hotels during the tour – and a trend for exchanging friendship bracelets – so when Eras moved to the UK, the ride-hailing service launched ‘The Swift Lift.’

The details: Partnering with Etsy, Uber left color-coded friendship bracelets in taxis across the UK to coincide with Swift’s UK Eras tour dates. The hundreds of bracelets featured an offer for £20 off Uber Reserve (trips that customers can book in advance.)

The result: ‘Swift Lift’ capitalized on the U.S. music star’s sizable social media footprint (Swift has 550.4 million followers) and trend for sharing bracelets at Eras concerts. By teaming with Etsy, a brand known for its handmade and vintage items, Uber’s campaign brought authenticity and good will that appealed to Swift’s active social followers.

3. Who Gives A Crap’s ‘Flush Your Ex’ Campaign

The background: Valentine’s Day is a prime date to mark in the PR calendar, but short of a completely unique approach, it can be hard to stand out in a sea of content. Who Gives A Crap, an eco-friendly toilet paper company, conducted a U.S.-wide survey that found 63% of people hold onto relics from relationships after a break-up. The brand's response? The ‘Flush Your Ex’ initiative.

The details: Who Gives A Crap called on the public to send in old love letters and cards that were then turned into the brand’s sustainable toilet paper. The campaign not only supported the company’s mission to reduce deforestation and environmental damage, it provided a cathartic way to find closure for the lovelorn on Valentine’s Day. 

The result: Timely, funny, and underlining the brand’s commitment to creating a 100% recycled product, the ‘Flush Your Ex’ campaign first launched in 2023 and was brought back for 2024 by popular demand. On both occasions, the brand’s followers have welcomed the campaign with enthusiastic responses describing it as “hilarious and brilliant” and “all the closure you need.” It also received earned media coverage on PR Week, The New York Post, and The Mirror among others.

4. Orange France’s ‘Bleues’ Highlights’ Campaign

The background: Orange is one of the biggest telecommunications companies in France, and nothing gets a European country talking quite like the national soccer team. This striking advertisement, which rolled out across social media and broadcast, shows France stars Kylian Mbappe and Antoine Griezmann in action for France, but there’s a twist...

The details: Orange’s ‘Bleues’ Highlights’ ad is actually the France women’s soccer team with Mbappe and his teammates digitally edited onto the footage. This big reveal cleverly underlines unconscious bias and sexism in sports. “At Orange, when we support les Bleus, we support les Bleues,’” the ad said, referring to both the masculine and feminine forms of the word and showing Orange’s support to French football in its entirety. 

The result: This footage spread quickly across social media and was a viral hit. Despite being localized to France, the ad was seen globally, exemplifying the power of social media PR. It also generated positive word of mouth organically, attracting praise from prominent sports journalists and influencers.

5. Dunkin’s ‘The DunKings’ Campaign

The background: Frequently photographed with Dunkin’ coffee and doughnuts in hand, Ben Affleck has leaned into the association by partnering with the brand for several promotions. At Super Bowl LVIII, Affleck debuted a comedy Dunkin’ ad that saw him embark on an ill-advised music career.

The details: Titled ‘The DunKings,’ Affleck’s Big Game commercial also featured Matt Damon, NFL icon Tom Brady, and Jennifer Lopez to add star power. The full ad was seen first at the Super Bowl, before Dunkin’ uploaded more than 20 variations of it to social video sites.

The result: With 15 versions of the ad on YouTube, 5 on Instagram, and 1 on Facebook, Dunkin’ captured interest in ‘The DunKings’ straight after its TV broadcast. As people searched for the commercial after the fact, it racked up millions of views in the process. The commercial also got exposure as Matt Damon was quizzed on it while doing promotional rounds for Oppenheimer.

Bonus Pick: Stanley's Viral TikTok Car Fire Response

Though this isn’t a traditional campaign per se, drinkware firm Stanley is a great example of brand equity built via social media.

Founded in 1913, Stanley has transformed the image of its durable bottles from outdoorsy camping essentials to must-have Millennial and Gen Z accessories. A huge contributing factor is its effective use of social.

One recent example is TikToker @danimarielettering’s video of her intact Stanley drinking cup after it survived a car fire. Soon after the video went viral, Stanley President, Terence Reilly, responded offering to send Danielle some new tumblers and to replace her car on behalf of the brand.

Social Media and PR: Quick Tips for Your Next Campaign

You may not have the budget to mount a Super Bowl ad or buy a new car for a customer, but the above examples show that social media can still play a vital part in your PR campaigns. Here are some quick lessons to think about for your future efforts:

• Align with current trends: Dove's campaign directly addressed the concerns around AI-generated images, showing how brands can build on established values and stay relevant by engaging with emerging trends and any challenges they present.
• Tap into pop culture: Uber and Etsy's 'Swift Lift' campaign shows how major cultural events (like Taylor Swift's tour) can create buzz and engagement, especially when done in a way that resonates with fans. Similarly, Ben Affleck’s Dunkin’ campaign used the Super Bowl (and its association with Tom Brady) as a springboard to go viral.
• Partner with the right brand: A like-minded partner can help you maximize each other’s brand equity and build awareness for both audiences across social media. This is demonstrated by both the Uber-Etsy campaign and Dunkin’ teaming up with Ben Affleck and the Super Bowl. 
• Build an emotional connection: Who Gives a Crap's 'Flush Your Ex' campaign combined humor with a universal emotional experience, while also reinforcing their brand values of sustainability. Likewise, Stanley’s quick response to a TikToker losing their car in a fire also showed great empathy, while keeping the brand at the heart of the story.
• Challenge perceptions with creativity: Orange France's 'Bleues' Highlights' campaign used an unexpected twist to address unconscious bias, showing how creative content can spark important conversations and use social media to amplify it globally.

Find out more about leveling up your PR and social media strategy by downloading The Art of Social PR: The Complete Guide to Social Listening for PR.

If you’d like to learn about CisionOne, our all-in-one PR platform, speak to an expert today.