In an era where attention spans are short, skepticism is high, and digital noise is deafening, consumer PR has never been more challenging—or more powerful. Done well, it doesn’t just build brand awareness. It shapes culture, moves markets, and earns something far more valuable than clicks: trust.
Great consumer PR doesn’t just inform; it resonates. It doesn’t just generate media coverage; it creates movements. It doesn’t simply launch products; it aligns with values. At its best, consumer PR is a fusion of strategic thinking, cultural intelligence, and human emotion. The brands that get it right don’t just promote themselves—they invite people to believe in something bigger.
So what does consumer PR done well look like? Who’s doing it right? And what can we learn from those who consistently win in this space?
The DNA of Great Consumer PR
Before diving into case studies, it’s worth understanding the key traits that define great consumer PR campaigns:
- Authenticity – Consumers can smell corporate spin a mile away. PRthat reflects a brand’s true identity and values builds credibility.
- Relevance – Successful campaigns tap into current conversations or cultural trends, adding something meaningful rather than hijacking attention.
- Storytelling – Facts tell, stories sell. Emotional, human-centered narratives are the backbone of impactful PR.
- Creativity – Fresh angles, unexpected partnerships, or bold stunts help brands cut through the noise.
- Integration – PR doesn’t work in isolation. It’s most effective when aligned with marketing, social media, and customer experience.
- Purpose – Increasingly, consumers expect brands to stand for something. Purpose-driven campaigns often spark the strongest emotional connections.
With those principles in mind, let’s look at some standout examples of consumer PR done exceptionally well.
1. Dove’s “Real Beauty” Campaign: A Masterclass in Emotional Connection
Perhaps no campaign has better exemplified purpose-driven, culturally resonant PR than Dove’s ongoing “Real Beauty” initiative. Launched in 2004 and still evolving, this campaign redefined beauty marketing by challenging narrow stereotypes and celebrating diversity in body types, ages, andappearances.
Why It Worked:
- Cultural Relevance: At a time when media was saturated with unattainable beauty standards, Dove’s message felt radical andnecessary.
- Emotional Resonance: Campaigns like the “Real Beauty Sketches” video—which showed women describing themselves more harshly than strangers did—were deeply moving and widely shared.
- Media Strategy: Dove’s PR team sparked conversations in both mainstream media and online forums, turning a campaign into a cultural touchstone.
More than two decades later, the Dove brand is synonymous with authenticity and empowerment. That’s the power of PR grounded in values.
2. Airbnb’s “We Accept” Campaign: Standing for Inclusion
In 2017, amid political tension around immigration in the U.S., Airbnb launched its “We Accept” campaign during the Super Bowl—a bold move in both budget and message.
Why It Worked:
- Timeliness: It directly responded to the Trump administration’s travel ban, positioning Airbnb on the side of inclusion and diversity.
- Alignment with Brand Values: Airbnb’s mission—belonging anywhere—was reinforced, not contradicted, by the campaign.
- Risk and Reward: Taking a stand can be polarizing, but for Airbnb, it deepened loyalty among its core users and generated significant earned media.
Airbnb’s move showed that consumer PR doesn’t have to be safe to be successful—it has to be true.
3. Lego’s Long-Term PR: Building More Than Toys
Lego’s PR team has consistently demonstrated how long-term brandstorytelling can shape perception and build trust. From sustainability initiatives to inclusive product lines, Lego has positioned itself not just as a toy company, but as a force for good.
Standout Moments:
- In 2020, Lego announced plans to remove gender bias from its marketing.
- In 2021, they committed to making all bricks from sustainable materials by 2030.
- Their partnership with NASA for a women’s space exploration set celebrated female pioneers in STEM.
Why It Works:
- Consistency: Lego’s PR isn’t just campaign-based—it’s a strategic, ongoing effort.
- Commitment to Innovation: Rather than resting on nostalgia, Lego continually reinvents itself.
- Family Trust: PR emphasizes not just fun, but learning, creativity, andsocial values.
Lego’s success proves that PR isn’t just for launching products—it’s for reinforcing reputation over decades.
4. Spotify Wrapped: Turning Data Into Shareable Stories
Spotify Wrapped is arguably one of the smartest consumer PR campaigns of the digital age. Every December, users receive a personalized year-in-review of their listening habits, turning private behavior into a social phenomenon.
Why It Works:
- Personalization at Scale: Spotify uses data to create individualized content that feels meaningful to each user.
- Built-In Virality: Wrapped is inherently shareable, driving millions of unpaid social impressions.
- Owned Media, Earned Results: Though created by Spotify’s internal team, Wrapped generates widespread coverage from music, tech, and lifestyle outlets.
Spotify Wrapped proves that PR isn’t always about issuing press releases—it can emerge from product design that’s PR-worthy by nature.
5. Ben & Jerry’s: Where PR Is Activism
No list of consumer PR excellence would be complete without Ben & Jerry’s, a brand that has turned advocacy into identity. From climate justice to Black Lives Matter to Palestinian solidarity, Ben & Jerry’s doesn’t shy away from politics—and that’s by design.
Why It Works:
- Authentic Voice: Their activism is not opportunistic. It stems from founders who baked social justice into the business model from day one.
- Media Magnetism: Their bold stances often generate significant media coverage, both positive and controversial.
- Consistency Over Time: Unlike brands that jump on trends, Ben & Jerry’s has earned credibility through decades of activism.
They’ve shown that even in divisive times, PR rooted in deeply held values can differentiate a brand and mobilize its audience.
What About Consumer PR That Misses the Mark?
Of course, not all PR efforts succeed. The same tools that build brands can also break them when misused. Consider:
- Pepsi’s 2017 Kendall Jenner ad, which attempted to align with protest movements but was swiftly called out for trivializing activism.
- McDonald’s “Dead Dad” ad in the UK**, which tried to tap into grief but was widely criticized as exploitative.
- Peloton’s infamous holiday ad, which came across as patronizing and sexist.
These missteps remind us that consumer PR must be not only creative andbold but also sensitive and well-calibrated. Intent is not enough—execution, context, and tone matter.
Key Takeaways for PR Professionals and Brands
So, what can communicators learn from these success stories?
1. Know Who You Are
Effective PR starts with clarity about your brand’s identity and values. Authenticity can’t be faked—and when it’s missing, audiences know.
2. Follow Culture, Don’t Chase It
The best PR taps into cultural currents without pandering. Listen to what matters to your audience and find where your brand has permission to speak.
3. Build PR Into Product
Like Spotify Wrapped, PR isn’t always external. Think about how your product or service can generate stories, engagement, and shareability.
4. Purpose is Powerful—But Risky
Taking a stand can be polarizing, but silence can be just as damaging. If your brand has a legitimate stake in an issue, don’t be afraid to speak—but be ready to back it up.
5. Long-Term Trust > Short-Term Buzz
One-off stunts may generate headlines, but consistent values and actions build reputation. Think years, not weeks.
The Future of Consumer PR
As we move deeper into an age of AI-generated content, media fragmentation, and consumer skepticism, PR will only grow more complex—and more essential. Trust is the ultimate currency, and in a world flooded with ads, influencers, and branded content, earned media still carries unique weight.
Emerging trends like brand journalism, employee advocacy, purpose partnerships, and interactive storytelling will shape the next generation of PR success stories. But the fundamentals will remain: Be real. Be relevant. Be bold.
Conclusion: Why PR Still Matters
In a business landscape dominated by performance marketing metrics and short-term ROI, consumer PR often feels underappreciated. But while ads can sell products, PR builds relationships. While marketing asks for attention, PR earns it.
When done well, consumer PR isn’t just a line item in a marketing plan—it’s the soul of a brand made visible to the world.
And as the best examples show, it has the power to do more than move products. It can move people.
