Gillette’s ” How Does the Man of Steele Shave?” campaign was one of the best public relations initiatives of 2014.
We saw plenty of bad publicity in 2014 – disgraced celebrities, massive misstatements, terrible Tweets and other types of public relations mishaps and failures.
Now let’s hear it for some good public relations work. These are some of the best public relations campaigns of 2014. They include corporate campaigns, a non-profit organization, a sports celebrity and historic royal palace.
The science question. In its “How Does the Man of Steel Shave?” campaign, Gillette asked how Superman shaves if he’s nearly invincible? Gillette asked celebrities — including director, actor, and comic book aficionado Kevin Smith; Jamie Hyneman and Adam Savage, hosts the “Myth Busters” television program, Bill Nye, the science guy; and “The Big Bang Theory” actress and real-life neuroscientist Mayim Bialik – to proffer their opinions.
Gillette pitted their theories against each other on HowDoesHeShave.com, solicited input from fans on Facebook or Twitter, using the hashtag #HowDoesHeShave, and posted videos on its YouTube Hub, HowDoesHeShave.com. The campaign effectively integrated paid, owned, and earned media, obtaining media coverage from The New York Times, Late Night with Jimmy Fallon, and plenty of others.
The challenge. The ALS Ice Bucket challenge was an exemplary campaign that went viral – really viral. The ALS Association, a national non-profit organization fighting Lou Gehrig’s disease, received $31.5 million in donations between July 29 and August 20 compared to $1.9 million during the same period the previous year. Since July 29, it received $115 million in donations which continue to flow even as media attention wanes.
The quitter. CVS announced it would stop selling cigarettes and other tobacco products, the first pharmacy chain to do so, in its “CVS quits for good” campaign. The decision garnered the company plentiful media attention and won praise from nonprofit health organizations. It also pressured competitors to follow its example – though as yet none have.
The decision highlighted the pharmacy store’s position as a provider of products that improve health – not worsen it. As CVS President and CEO Larry J. Merlo stated in a press release, “Ending the sale of cigarettes and tobacco products at CVS/pharmacy is the right thing for us to do for our customers and our company to help people on their path to better health. Put simply, the sale of tobacco products is inconsistent with our purpose.”
The farewell tour. New York Yankees shortstop Derek Jeter announced his retirement and started a farewell tour on his own terms his own way – on Facebook. He addressed his fans directly and offered a rare glimpse into his persona. His words, carefully chosen yet not terse, were as cool and humble. The Boston Globe was so impressed it called Jeter, the “Yankee You Can’t Hate.”
PR expert Aaron Kwittken in an article for Forbes said Jeter’s retirement announcement marked the Yankee shortstop as one of the greatest communicators of all time. Jeter proved he understands the new media landscape and realizes he doesn’t have to subject himself to off base questions from reporters and bright television lights to communicate with the public.
The tribute. In its “Blood Swept Lands and Seas of Red” tribute, the Tower of London filled its moat with 888,246 ceramic red poppies — one for each British or colonial life lost in World War I. Reaction was overwhelmingly positive, and more than 5 million people viewed the poppies over the four months they appeared in the Tower’s moat, The Guardian reported. The attraction became so popular that Prime Minister David Cameron and London Mayor Boris Johnson led calls for it to be extended so more people could visit.
The online mini-series. Chipotle, the Mexican restaurant chain, produced an online mini-series that never mentioned its own product, taking content marketing to its limit. The program, “Farmed and Dangerous,” involved a corporate industrial giant and an ethically challenged character who performs its corporate damage control. The program let Chipotle demonstrate that it opposes practices like petroleum-based cattle feed without leveling specific charges against rivals or changing its own practices.
Bottom Line: These are some of the best public relations initiatives of 2014. PR professionals can look to these successful campaigns for ideas to develop their own campaigns.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
