Insights
The best PR campaigns in the world: 10 cases that taught us how to create resonance
Here are 10 examples of PR campaigns that had a significant impact and caused quite a stir in the industry:
1. Dove ‘Real Beauty’ (2004)
The campaign is so successful and resonant that it even attracts the attention of other brands. In particular, Greenpeace reflected Dove's commercial on the 20th anniversary of ‘Real Beauty,’ but with a twist.
2. Nike ‘Just Do It’ (1988)
The slogan ‘Just Do It’ is simple but powerful and has become synonymous with the Nike brand.
3. Got Milk? (1993)
The campaign's iconic slogan and images of celebrities with milk moustaches became ubiquitous and helped make Got Milk? one of the most recognisable slogans in advertising history.
4. Apple Think Different (1997)
The 1997-2002 campaign was developed by Apple to celebrate the company's innovative spirit and position it as a leader in the technology industry. It featured photographs of influential figures such as Albert Einstein, Martin Luther King Jr. and John Lennon, and the campaign slogan ‘Think Different’ became synonymous with the Apple brand.
5. Coca Cola ‘Share a Coke’ (2011)
6. Always ‘Like a Girl’ (2014)
7. KFC ‘FCK Apology’ (2018)
8. PR campaign for the film Barbie (2023)
9. Burger King Moldy Whopper (2020)
10. Johnnie Walker Jane Walker (2018)
The campaign is so successful and resonant that it even attracts the attention of other brands. In particular, Greenpeace reflected Dove's commercial on the 20th anniversary of ‘Real Beauty,’ but with a twist.
2. Nike ‘Just Do It’ (1988)
The slogan ‘Just Do It’ is simple but powerful and has become synonymous with the Nike brand.
3. Got Milk? (1993)
The campaign's iconic slogan and images of celebrities with milk moustaches became ubiquitous and helped make Got Milk? one of the most recognisable slogans in advertising history.
4. Apple Think Different (1997)
The 1997-2002 campaign was developed by Apple to celebrate the company's innovative spirit and position it as a leader in the technology industry. It featured photographs of influential figures such as Albert Einstein, Martin Luther King Jr. and John Lennon, and the campaign slogan ‘Think Different’ became synonymous with the Apple brand.
5. Coca Cola ‘Share a Coke’ (2011)
6. Always ‘Like a Girl’ (2014)
7. KFC ‘FCK Apology’ (2018)
8. PR campaign for the film Barbie (2023)
9. Burger King Moldy Whopper (2020)
10. Johnnie Walker Jane Walker (2018)
Sales funnel automation: how businesses can save time and resources
Read more below
Relying on chance to find customers is impractical. It's like hoping to win the lottery with every ticket you buy. To be successful in attracting customers, you need to have a well-thought-out sales funnel.
Relying on chance to find customers is impractical. It's like hoping to win the lottery with every ticket you buy. To be successful in attracting customers, you need to have a well-thought-out sales funnel.
A sales funnel is a kind of roadmap for the customer from their first encounter with the brand to the purchase of a product or service. It shows how to gradually guide potential customers through the different stages: awareness, interest, decision to buy, and the purchase itself.
Stages of the sales funnel
Automated sales funnels are digital systems that optimise the customer's journey from initial exposure to final purchase without the need for constant manual intervention. These sophisticated tools convert casual website visitors into potential customers and, ultimately, loyal customers.
A structured sales funnel allows you to systematically guide potential customers from their first encounter with your brand to purchase and loyalty, and automation makes this process efficient, consistent, and scalable.
Stages of the sales funnel
- Awareness
- Interest
- Consideration
- Intention
- Purchase
Automated sales funnels are digital systems that optimise the customer's journey from initial exposure to final purchase without the need for constant manual intervention. These sophisticated tools convert casual website visitors into potential customers and, ultimately, loyal customers.
A structured sales funnel allows you to systematically guide potential customers from their first encounter with your brand to purchase and loyalty, and automation makes this process efficient, consistent, and scalable.
How to promote podcasts: YouTube shares tips for creators
Podcasts have become an integral part of the YouTube ecosystem. Every month, over a billion users listen to or watch podcasts there.
Although podcasts are primarily audio, YouTube emphasises that the visual component remains very important.
YouTube notes that even a static image or audio visualisation is a plus. But even a simple video with the host on camera works best, as it adds humanity and helps the audience feel the emotions better.
YouTube also shared some tips for creating podcast covers:
Use expressive faces: human faces, especially emotional ones, attract the eye. If you have a guest, show them on the cover.
Combine contrasting colours: your cover should stand out on the home page. Bright and expressive shades will help you do this.
Add minimal, clear text: add a few words (ideally 3-5) that spark curiosity or explain the value of the episode. For example, instead of just the guest's name, try ‘The Secret to Productivity’ or ‘The Biggest Faux Pas’.
Maintain brand consistency: use consistent fonts, colour schemes or logo placement on all thumbnails so that your audience can instantly recognise your content.
Finally, YouTube emphasises the importance of audience engagement, which is a key signal of relevance in its algorithms.
YouTube notes that even a static image or audio visualisation is a plus. But even a simple video with the host on camera works best, as it adds humanity and helps the audience feel the emotions better.
YouTube also shared some tips for creating podcast covers:
Use expressive faces: human faces, especially emotional ones, attract the eye. If you have a guest, show them on the cover.
Combine contrasting colours: your cover should stand out on the home page. Bright and expressive shades will help you do this.
Add minimal, clear text: add a few words (ideally 3-5) that spark curiosity or explain the value of the episode. For example, instead of just the guest's name, try ‘The Secret to Productivity’ or ‘The Biggest Faux Pas’.
Maintain brand consistency: use consistent fonts, colour schemes or logo placement on all thumbnails so that your audience can instantly recognise your content.
Finally, YouTube emphasises the importance of audience engagement, which is a key signal of relevance in its algorithms.
Facebook Ads Manager: step-by-step guide to creating and setting up
Facebook and Instagram are key sales channels for most businesses. Advertising on social media allows you to reach potential customers and convert visitors into buyers on a small budget.
Ads Manager is Meta's platform for placing ads on Facebook, Instagram, and other networks owned by the company. With Ads Manager, you can set up campaigns, select your audience, upload advertising materials, and adjust your ad settings for maximum effectiveness.
Setting up Meta Ads Manager:
First, you need a Facebook business page to use Ads Manager. If you don't have one yet, create it and add basic information such as your brand name and logo. Return to your page later to add more details.
Once you've created your business page, you'll automatically have access to your Ads Manager account.
If you use Instagram for marketing, connecting your Instagram account to your Facebook page will make it easier to advertise on both platforms. You'll also need a professional account to advertise on Instagram.
Next, add a payment method to cover the costs associated with your advertising. Then confirm that all your account details are correct in the ‘Ads Settings’ and ‘Ads Account Settings’ tabs.
Facebook Ads Manager is not just a platform for launching advertisements, but a tool for building systematic marketing. If you learn how to use it effectively, even a small budget can bring big results.
Setting up Meta Ads Manager:
First, you need a Facebook business page to use Ads Manager. If you don't have one yet, create it and add basic information such as your brand name and logo. Return to your page later to add more details.
Once you've created your business page, you'll automatically have access to your Ads Manager account.
If you use Instagram for marketing, connecting your Instagram account to your Facebook page will make it easier to advertise on both platforms. You'll also need a professional account to advertise on Instagram.
Next, add a payment method to cover the costs associated with your advertising. Then confirm that all your account details are correct in the ‘Ads Settings’ and ‘Ads Account Settings’ tabs.
Facebook Ads Manager is not just a platform for launching advertisements, but a tool for building systematic marketing. If you learn how to use it effectively, even a small budget can bring big results.
Should brands respond to comments on social media: research
Interacting with audiences on social media is very important for brands. But what role do responses to user comments play in this?
It turns out that social media posts with reply comments outperform those without by 5% to over 40%.
According to the analysis, posts in which the author replied to comments have 42% more engagement.
As for other platforms, the level of engagement was distributed as follows:
posts on LinkedIn show a 30% increase in overall activity when the author responds to comments;
posts on Instagram show a 21% increase;
activity on Facebook increases by an average of 9%;
X shows an 8% increase in overall activity as a result of interaction with the audience.
Another reason for the effectiveness of comments is that users are posting less and less and are more cautious about what they say in public spaces.
How this benefits brands
- Active interaction with the audience directly affects promotion because, by responding to comments, the brand is actually promoting its posts.
- Platforms treat responses as a continuation of the discussion, so brands that engage in conversation with their followers receive more points from algorithms.
- Working with comments should be part of your content strategy: planning time for responses, communication style, tone, and even creating posts that stimulate discussion directly affect marketing results.
According to the analysis, posts in which the author replied to comments have 42% more engagement.
As for other platforms, the level of engagement was distributed as follows:
posts on LinkedIn show a 30% increase in overall activity when the author responds to comments;
posts on Instagram show a 21% increase;
activity on Facebook increases by an average of 9%;
X shows an 8% increase in overall activity as a result of interaction with the audience.
Another reason for the effectiveness of comments is that users are posting less and less and are more cautious about what they say in public spaces.
How this benefits brands
- Active interaction with the audience directly affects promotion because, by responding to comments, the brand is actually promoting its posts.
- Platforms treat responses as a continuation of the discussion, so brands that engage in conversation with their followers receive more points from algorithms.
- Working with comments should be part of your content strategy: planning time for responses, communication style, tone, and even creating posts that stimulate discussion directly affect marketing results.
What is a digital strategy and why does your business need it?
Today, most consumers live online: they read emails, scroll through social media feeds, and interact with brands in the digital environment. If your business wants to be visible and stay in the spotlight, you need to be where your audience is.
But this requires a clear strategy. A digital marketing strategy will help you choose the right platforms, identify effective tools, and align your actions with your business goals.
A digital marketing strategy is a comprehensive plan that defines how a business will use digital channels and platforms to attract its target audience and convert them into customers.
It focuses on online tools such as social media, email marketing, contextual advertising, etc., but at the same time must be coordinated with offline activities such as exhibitions, billboards, and other traditional channels.
A successful digital marketing strategy makes the most of three types of media:
Owned media. These are channels and formats that you create, publish, and fully control. These include blog posts, YouTube videos, product pages, social media posts, etc.
Earned media. These are mentions of your business that you did not create or pay for. For example, a publication in a gift guide or a positive review in the media.
Paid media. This is content that you pay to place in order to reach your target audience. This includes sponsored content, social media advertising, and search engine advertising.
Determine how to track results
Select several metrics that you will track regularly to monitor your progress. Based on these metrics, you can adjust tactics that show potential, expand them if they bring significant results, or abandon them if they do not pay off. Here's what you can track:
SEO: monthly search traffic, backlinks, click-through rate;
content marketing: page views, time spent on page, conversion rate;
email marketing: open rate, click-through rate;
affiliate and influencer marketing: impressions, discount code usage, engagement rate;
SMM: views, comments, click-through rate;
search engine marketing: number of impressions, click-through rate, cost per click, conversion rate.
In summary, a digital strategy is a systematic approach to promoting a business in an online environment that combines goals, channels, media types, and proven frameworks. It helps attract, convert, and retain customers based on a deep understanding of the audience, clearly defined tactics, budget, and performance metrics.
A digital marketing strategy is a comprehensive plan that defines how a business will use digital channels and platforms to attract its target audience and convert them into customers.
It focuses on online tools such as social media, email marketing, contextual advertising, etc., but at the same time must be coordinated with offline activities such as exhibitions, billboards, and other traditional channels.
A successful digital marketing strategy makes the most of three types of media:
Owned media. These are channels and formats that you create, publish, and fully control. These include blog posts, YouTube videos, product pages, social media posts, etc.
Earned media. These are mentions of your business that you did not create or pay for. For example, a publication in a gift guide or a positive review in the media.
Paid media. This is content that you pay to place in order to reach your target audience. This includes sponsored content, social media advertising, and search engine advertising.
Determine how to track results
Select several metrics that you will track regularly to monitor your progress. Based on these metrics, you can adjust tactics that show potential, expand them if they bring significant results, or abandon them if they do not pay off. Here's what you can track:
SEO: monthly search traffic, backlinks, click-through rate;
content marketing: page views, time spent on page, conversion rate;
email marketing: open rate, click-through rate;
affiliate and influencer marketing: impressions, discount code usage, engagement rate;
SMM: views, comments, click-through rate;
search engine marketing: number of impressions, click-through rate, cost per click, conversion rate.
In summary, a digital strategy is a systematic approach to promoting a business in an online environment that combines goals, channels, media types, and proven frameworks. It helps attract, convert, and retain customers based on a deep understanding of the audience, clearly defined tactics, budget, and performance metrics.
Top 10 books every digital marketer should read
Understanding digital marketing concepts begins with understanding the basic principles. On the path to mastery, it is very important to understand how certain concepts arose and why everything works the way it does and not differently. The best way to do this is to start with books.
1. Influence: The Psychology of Persuasion by Robert Cialdini
This best-selling book explores how people make decisions and what influences their behaviour.
2. ‘The Shift to Results: Why Partnerships Are the Future of Marketing’ by Robert Glaser
The book introduces performance marketing and teaches how to create campaigns that generate real revenue, making it highly relevant in today's data- and ROI-driven environment.
3. Storytelling That Moves People, Kindra Hall
4. What Customers Want, Nicholas J. Webb
5. Growth Hacking, Sean Ellis and Morgan Brown
6. Digital Marketing for Dummies, Ryan Deiss and Russ Henneberry
7. Marketing Without a Degree: Simple and Practical, John Yunch
8. Digital Marketing: Strategy, Implementation and Practice, Dave Chaffey and Fiona Ellis
9. Trust Marketing, Seth Godin
10. Contagious: The Psychology of Viral Marketing, Jonah Berger
This best-selling book explores how people make decisions and what influences their behaviour.
2. ‘The Shift to Results: Why Partnerships Are the Future of Marketing’ by Robert Glaser
The book introduces performance marketing and teaches how to create campaigns that generate real revenue, making it highly relevant in today's data- and ROI-driven environment.
3. Storytelling That Moves People, Kindra Hall
4. What Customers Want, Nicholas J. Webb
5. Growth Hacking, Sean Ellis and Morgan Brown
6. Digital Marketing for Dummies, Ryan Deiss and Russ Henneberry
7. Marketing Without a Degree: Simple and Practical, John Yunch
8. Digital Marketing: Strategy, Implementation and Practice, Dave Chaffey and Fiona Ellis
9. Trust Marketing, Seth Godin
10. Contagious: The Psychology of Viral Marketing, Jonah Berger
How to run ads on Instagram: a step-by-step guide for beginners
More than 1.35 billion people worldwide use Instagram. That's a huge potential audience for your brand.
Instagram advertising can help you reach more people, appear in your target audience's feeds, and drive conversions, traffic, and engagement with compelling visuals.
Types of Instagram ads
Photo ads — a photo in landscape or square format. Ideal if you are just getting started with Instagram advertising.
Video ads — these can be videos up to 60 seconds long in landscape or square format.
Carousel ads — allow you to display two to ten images or videos that users can view by scrolling through the screen.
Collection ads — contain a scrollable series of images. You can add links to different product pages from each image, which is ideal for showcasing a product line.
Advertising stories — brand content that disappears after 24 hours.
Advertising in Reels — ads that appear between users' Reels and can last up to 30 seconds. Users can interact with them in the same way as with regular Reels — like, comment, save and share.
Ads in Explore — appear in the Explore tab on Instagram and blend in with regular posts, but allow you to reach interested users who are actively browsing new content.
Analyse and optimise your Instagram ads
Launching a campaign is just the beginning. Once it's up and running, monitor its performance and test different ideas to find the most effective messages, creatives and targeting.
In Ads Manager, you can:
Remember that your first Instagram ad is always the hardest. But once you master it, the next one will be easy.
Types of Instagram ads
Photo ads — a photo in landscape or square format. Ideal if you are just getting started with Instagram advertising.
Video ads — these can be videos up to 60 seconds long in landscape or square format.
Carousel ads — allow you to display two to ten images or videos that users can view by scrolling through the screen.
Collection ads — contain a scrollable series of images. You can add links to different product pages from each image, which is ideal for showcasing a product line.
Advertising stories — brand content that disappears after 24 hours.
Advertising in Reels — ads that appear between users' Reels and can last up to 30 seconds. Users can interact with them in the same way as with regular Reels — like, comment, save and share.
Ads in Explore — appear in the Explore tab on Instagram and blend in with regular posts, but allow you to reach interested users who are actively browsing new content.
Analyse and optimise your Instagram ads
Launching a campaign is just the beginning. Once it's up and running, monitor its performance and test different ideas to find the most effective messages, creatives and targeting.
In Ads Manager, you can:
- edit your Instagram ads;
- set up split testing;
- configure targeting options;
- view performance analytics.
Remember that your first Instagram ad is always the hardest. But once you master it, the next one will be easy.
Carlsberg has created the world's smallest beer bottle
Following Johnnie Walker's lightest whisky bottle in the world, Carlsberg decided to present something absurd yet ingenious — the world's smallest beer bottle, only 12 millimetres tall and with a capacity of 0.005 centilitres, to mark its 150th anniversary.
Produced in collaboration with the Swedish research institute RISE, the glassblowing company Glaskomponent, and miniaturist Osy Strand, this micro-bottle was filled using precision technology normally used for fibre optics.
For Carlsberg, this development is primarily a powerful symbol of responsible consumption. And it is not the only brand to use the idea of moderation as part of its marketing strategy.
For example, this year Heineken launched two campaigns, one of which destigmatised the choice of non-alcoholic beverages, and the other reminded consumers that you don't need a reason to enjoy non-alcoholic beer. Another beer brand, Blue Moon, created witty answers to the question ‘Why don't you drink?’ on its cans to ease the social tension that often arises when a person over the age of 21 chooses a non-alcoholic beverage.
For Carlsberg, this development is primarily a powerful symbol of responsible consumption. And it is not the only brand to use the idea of moderation as part of its marketing strategy.
For example, this year Heineken launched two campaigns, one of which destigmatised the choice of non-alcoholic beverages, and the other reminded consumers that you don't need a reason to enjoy non-alcoholic beer. Another beer brand, Blue Moon, created witty answers to the question ‘Why don't you drink?’ on its cans to ease the social tension that often arises when a person over the age of 21 chooses a non-alcoholic beverage.
Kylie Jenner, Billie Eilish and others: who are zoomers following on Instagram
The number of Instagram users surpassed 3 billion this week, and the lion's share of them are zoomers. It is interesting to see who the audience that literally sets trends today is following and which celebrities are at the top of their lists.
According to the ranking published by Visual Capitalist, Kylie Jenner tops the list with 393 million Instagram followers, followed by football star Kylian Mbappé (126 million), singer Billie Eilish (125 million) and Lalisa Manoban from the female K-pop group Blackpink (105 million).
And while audience size does not always directly translate to influence, it is clear that these celebrities' Instagram posts have a significant impact — millions of people closely follow their every update.
The most successful influencers did not develop in isolation. Hebe Lame and Addison Rae started on TikTok; MrBeast started on YouTube; Olivia Rodrigo and Billie Eilish started on streaming platforms. Instagram has become a ‘convergence’ platform where audiences from different channels gather and where zoomers follow their idols most actively.
And while audience size does not always directly translate to influence, it is clear that these celebrities' Instagram posts have a significant impact — millions of people closely follow their every update.
The most successful influencers did not develop in isolation. Hebe Lame and Addison Rae started on TikTok; MrBeast started on YouTube; Olivia Rodrigo and Billie Eilish started on streaming platforms. Instagram has become a ‘convergence’ platform where audiences from different channels gather and where zoomers follow their idols most actively.
Google Photos now has a voice editing feature
Editing photos with your voice in Google Photos is now possible on more than just Pixel 10. The company has expanded the feature, which allows you to communicate with Gemini and describe the desired changes with words or your voice.
Android users in the United States can already test the new feature: just tap ‘Help with editing’ in the editor. Then it's simple — instead of dozens of sliders and tools, you write or speak commands such as ‘make it better’ or ‘restore this old photo.’
Gemini not only fulfils the request but also suggests editing options. This makes the process faster and more accessible.
Of course, the simpler the command, the less control you have over the result. But the idea itself — delegating complex AI — looks attractive and could set a new standard in mobile editing.
Gemini not only fulfils the request but also suggests editing options. This makes the process faster and more accessible.
Of course, the simpler the command, the less control you have over the result. But the idea itself — delegating complex AI — looks attractive and could set a new standard in mobile editing.
Horizontal videos on Instagram: why brands have picked up on the trend and what it means
A new trend has emerged on Instagram that is attracting attention and is not what you might expect — wide, cinematic videos.
Instead of the usual full-screen vertical format, creators and business owners are cropping their videos to a stretched cinematic frame, often using a resolution of 5120×1080 or a similar aspect ratio.
The trend is rapidly spreading not only among users. Brands are also joining in. Take a look at how 7Up, Netflix, KitKat, and BMW have integrated the new trend into their content.
Why wide Reels videos are becoming a trend
Breaking the mould. When everyone uses the same style, anything that stands out gets noticed. Black bars and a wide frame immediately interrupt the flow.
Cinematic appeal. Wide horizontal videos look more sophisticated, creative, and editorial. It's the difference between selfie mode and storytelling.
Slower pace. These videos often use slower transitions, music overlays, or more thoughtful captions, which makes people watch them longer.
Viral audio trends. Many of these videos borrow cinematic audio trends from TikTok (such as melancholic music or voiceovers) that pair perfectly with this visual style.
Whether it's repurposing old video content or launching new campaigns, this trend is more than just a format — it's a whole new storytelling tool that grabs attention.
The 5120×1080 trend is proving to be more than just a format — it's a whole new way to tell a story in a single scroll.
The trend is rapidly spreading not only among users. Brands are also joining in. Take a look at how 7Up, Netflix, KitKat, and BMW have integrated the new trend into their content.
Why wide Reels videos are becoming a trend
Breaking the mould. When everyone uses the same style, anything that stands out gets noticed. Black bars and a wide frame immediately interrupt the flow.
Cinematic appeal. Wide horizontal videos look more sophisticated, creative, and editorial. It's the difference between selfie mode and storytelling.
Slower pace. These videos often use slower transitions, music overlays, or more thoughtful captions, which makes people watch them longer.
Viral audio trends. Many of these videos borrow cinematic audio trends from TikTok (such as melancholic music or voiceovers) that pair perfectly with this visual style.
Whether it's repurposing old video content or launching new campaigns, this trend is more than just a format — it's a whole new storytelling tool that grabs attention.
The 5120×1080 trend is proving to be more than just a format — it's a whole new way to tell a story in a single scroll.
How to run a contest on social media: 8 mechanics for attracting quality followers
For the most part, a contest on social media is a chance to win something. The gift seems to find you: you leave a comment, tag a friend, repost — and wait. The simplicity of the mechanics creates the illusion of ease.
For the most part, a contest on social media is a chance to win something. The gift seems to find you: you leave a comment, tag a friend, repost — and wait. The simplicity of the mechanics creates the illusion of ease.
However, from the brand's point of view, it's a completely different story. Even with flawless preparation, there is always a risk. Instead of attracting a new audience, you may lose reach, face reputation problems, or drain your budget.
How brands can avoid ‘prize hunters’ in sweepstakes
The easiest way is to weed out the ‘wrong’ audience when choosing the mechanics for the contest. Simple sweepstakes, where you only need to like, tag a friend, or repost, attract a lot of random users. And they don't stimulate interest in the brand or product.
Mechanics for organising successful contests on social media
Contests with UGC activity
Another effective way to attract an interested audience is a giveaway with tasks to create your own content.
Rewards for activity outside of contests
The mechanics are simple: once every few weeks, a reminder appears in the stories that the most active subscribers can receive a thank you. At the end of the month, there is a visual with 2-3 winners and a mention of the rest who were active.
How to run contests on social media: key tips
However, from the brand's point of view, it's a completely different story. Even with flawless preparation, there is always a risk. Instead of attracting a new audience, you may lose reach, face reputation problems, or drain your budget.
How brands can avoid ‘prize hunters’ in sweepstakes
The easiest way is to weed out the ‘wrong’ audience when choosing the mechanics for the contest. Simple sweepstakes, where you only need to like, tag a friend, or repost, attract a lot of random users. And they don't stimulate interest in the brand or product.
Mechanics for organising successful contests on social media
Contests with UGC activity
Another effective way to attract an interested audience is a giveaway with tasks to create your own content.
Rewards for activity outside of contests
The mechanics are simple: once every few weeks, a reminder appears in the stories that the most active subscribers can receive a thank you. At the end of the month, there is a visual with 2-3 winners and a mention of the rest who were active.
How to run contests on social media: key tips
- Clearly define who you want to attract. The contest rules, prize, and communication should be tailored to one audience — yours.
- Use different activation formats. UGC, Easter eggs, multi-level tasks, or rewards for activity — this increases the quality of interaction and reach.
- Do not simplify the mechanics to ‘like + tag.’ It is large-scale but uncontrollable. More complex formats are more likely to attract those who will stay with the brand for a long time.
- Prepare moderation in advance. Comments, questions, doubts — these are part of the process, not force majeure.
How much European agencies spend on pitching: research
According to a survey of 412 agencies, representing 16% of EACA members, the average agency currently spends €650,937 per year just to participate in tenders for new clients.
The Cost of Pitching study also shows that the average cost of a single pitch for a new client is €43,804, while reviewing existing contracts costs €28,355. The highest costs are incurred by media agencies, where the cost of a single pitch can exceed €65,000 due to the need to work with data, digital platforms and multi-channel strategies. In addition to internal personnel costs, agencies spend an average of €9,000 on freelancers, production, travel and presentation materials. And yet only 4 out of 10 winning creative ideas are ultimately implemented by clients.
‘If 6 out of 10 winning ideas never come to fruition, that means doubling the time and effort spent. Agencies pay the price not only during the pitch: often, after winning, they have to start from scratch, effectively nullifying the resources invested,’ adds Charley Stoney. The EACA calls on the entire industry to move towards ethical, transparent and balanced procedures for interaction between clients and agencies.
‘This is a serious signal for the entire industry, because the responsibility lies on both sides,’ emphasises Charley Stoney. Ethical and effective selection should become the norm."
‘If 6 out of 10 winning ideas never come to fruition, that means doubling the time and effort spent. Agencies pay the price not only during the pitch: often, after winning, they have to start from scratch, effectively nullifying the resources invested,’ adds Charley Stoney. The EACA calls on the entire industry to move towards ethical, transparent and balanced procedures for interaction between clients and agencies.
‘This is a serious signal for the entire industry, because the responsibility lies on both sides,’ emphasises Charley Stoney. Ethical and effective selection should become the norm."
How to find a news hook for your brand: a guide for PR professionals
We often hear from partners: ‘We have nothing to talk about.’ And this is said by both SMEs and large businesses. ‘We are a small coffee chain, a mineral fertiliser manufacturer, a tech company bound by strict NDAs... What can we say?’ And we reply: pff, don't get me started.
We often hear from partners: ‘We have nothing to talk about.’ And this is said by both SMEs and large businesses. ‘We are a small coffee chain, a mineral fertiliser manufacturer, a tech company bound by strict NDAs... What can we say?’ And we reply: pff, don't get me started.
‘News silence’ always comes: no company can constantly make new launches. Creating ‘something out of nothing’ is our routine, our daily challenge to creativity.
To overcome this challenge, I follow two rules. You may have more, but these are the ones that help me really brainstorm ideas:
Channels for PR content are not just the media. Yes, your director may be used to only giving interviews to Forbes. Okay, give him a break and do that interview once a year when there is really news to share. The rest of the time, no one is stopping you from using other channels: social media, podcasts, collaboration with opinion leaders, and even parent groups and residential complex chats. Communicate where your audience is and where your content will be useful and relevant, even if the platform is small.
Your communication does not have to be ‘something serious.’ Do not be afraid of trending topics: they are not always trashy, sensational, and stupid. You can showcase your company's expertise, present your product in a favorable light, and at the same time pick up on a hot topic that is close to people's hearts.
A format that allows you to share personal experiences, lessons learned, analytics, or forecasts, without necessarily having any news. Determine your speaker's subject area, select a relevant platform, and communication will follow.
Even if you are not a fan of podcasts yourself, their importance should not be underestimated. Most of these formats are conversational: they provide space for expressing opinions without focusing on specific news.
What if none of the existing events appeal to you? Organise your own. It is not necessary to hold a press conference with pretentious speeches. It could be:
Communication is about consistency and strategy, not one-off promotions. News and launches should not be your mainstay.
‘News silence’ always comes: no company can constantly make new launches. Creating ‘something out of nothing’ is our routine, our daily challenge to creativity.
To overcome this challenge, I follow two rules. You may have more, but these are the ones that help me really brainstorm ideas:
Channels for PR content are not just the media. Yes, your director may be used to only giving interviews to Forbes. Okay, give him a break and do that interview once a year when there is really news to share. The rest of the time, no one is stopping you from using other channels: social media, podcasts, collaboration with opinion leaders, and even parent groups and residential complex chats. Communicate where your audience is and where your content will be useful and relevant, even if the platform is small.
Your communication does not have to be ‘something serious.’ Do not be afraid of trending topics: they are not always trashy, sensational, and stupid. You can showcase your company's expertise, present your product in a favorable light, and at the same time pick up on a hot topic that is close to people's hearts.
A format that allows you to share personal experiences, lessons learned, analytics, or forecasts, without necessarily having any news. Determine your speaker's subject area, select a relevant platform, and communication will follow.
Even if you are not a fan of podcasts yourself, their importance should not be underestimated. Most of these formats are conversational: they provide space for expressing opinions without focusing on specific news.
What if none of the existing events appeal to you? Organise your own. It is not necessary to hold a press conference with pretentious speeches. It could be:
- an intimate meeting with industry experts/bloggers, where you introduce your product and company;
- a master class on making varenyky;
- a tasting of the updated menu along with a stand-up comedy show;
- a trial class or joint training session;
- an open house, etc., depending on your activity.
Communication is about consistency and strategy, not one-off promotions. News and launches should not be your mainstay.