- PR
PR stunts: A new era beckons
Why integrated PR stunts should sit at the heart of brand strategies in 2024.
PR stunts have long been a divisive tool in the PR playbook, perhaps one too many giant ducks have drifted down the Thames. However, the issue isn’t the tool – it’s how and when you use it.
A well-executed, strategic PR stunt has the ability to yield a plethora of benefits on top of news, from branded influencer content, trade press coverage and UGC, to a reason to send a CRM email and even an opportunity to sample.
PR stunts need to be seen as a centre of gravity across all channels. The key lies not just in the stunt itself but in its seamless integration to deliver high reaching, effective authentic campaigns.
Here are five things to consider for the stunt lovers and the haters.
A considerate PR stunt can thrust your brand into the spotlight when the news wants you. By creating a memorable and shareable moment at the right time and with the right tone, you not only engage your existing audience but also attract new eyes. The viral nature of social media amplifies this effect, turning your carefully planned stunt into a trending topic. We did this re-launching the Turkey Twizzler just as Jamie Oliver launched a new book.
A successful PR stunt needs a great picture that encapsulates the story and resonates with your audience on an emotional level. Whether it’s humour, surprise or empathy, eliciting an emotional response makes your brand more relatable and memorable. This emotional bond can translate into long-term brand loyalty, as consumers associate your brand with positive experiences. Tenzing’s giant bust of Sir David Attenborough, which we delivered in 2021, is a great example of creating a legacy image for a brand.
A well-executed PR stunt sparks conversations and invites consumers to actively participate in the experience. Plotting out multiple news opportunities can mean a number of hits. Social media platforms become a battleground for sharing opinions, photos, and experiences related to your stunt. This heightened engagement not only extends the life of your campaign but also provides valuable user-generated content that can be leveraged in future marketing efforts. Meatless Farm’s April Fools Sausage Roll machine did this excellently with two major news bursts off one activation.
4. Satisfy the FD who says “just do sampling”
Integrating sampling into your PR stunt can help you look at budgeting differently – often brand split sampling and PR budgets when they can be much more efficient spent together. Whether it’s providing free samples at the stunt location or incorporating product giveaways, strategic sampling turns your campaign into a tangible experience. Perhaps our favourite was serving breakfast to London commuters in a giant bed.
5. Action leadership
For a PR stunt to be truly effective, it must tell a bigger story than the brand. It should reflect culture first and deliver your brand’s values and messaging second.
Lydia Dawkins is and Associate Director at Nexus and has been at the forefront of building two of the most successful plant-based brands in the category. An expert in strategy and activation execution, she has the battle scars and moments of glory to counsel any brand on consumer PR strategy.
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