Grabbing Attention With PR Campaigns

Every company these days is struggling to get the attention of more people and convert them into consumers. Whether they’re trying to achieve that goal with social media platforms, search engine ads, or email newsletters, most people know how difficult it is for brands to really grab and hold the attention of consumers these days. Fortunately, there have been a few campaigns that managed to sweep the entire globe and get everyone’s attention, and it’s smart to look at them and analyze them to see what they did that made them so successful.


Since Russia started the invasion of Ukraine it’s been far too easy for people to start feeling hopeless and distraught by keeping up with the endless updates from the region. However, the only thing that would help such feelings of anxiety would be taking action, and that’s precisely what Airbnb decided to do when it announced that it would be helping over 10000 refugees from Ukraine with short-term housing. Plenty of people have started using the Airbnb platform as a donation place to temporarily provide housing for the refugees since the invasion started. Another great way that people have decided to utilize the booking platform and help Ukrainian refugees was by simply making false reservations inside various Ukrainian cities, and then notifying the hosts that the person that was booking wouldn’t be able to come so that the reservation fee would still go to the hosts.


After 125 years of different career options, in 2010, Mattel decided to ask the public what the next career choice for its famous Barbie doll would be. This question resulted in millions of people deciding that Barbie’s next career choice should be a Computer Engineer, and thus, the geeky Barbie doll was created. At the time, this was a great promotional campaign that served to further support the growing movement of empowering women, especially given the fact that most young kids love the dolls themselves. The campaign ended up generating a lot of brand awareness for Mattel, as well as more awareness in general of the fact that women tend to be underrepresented across numerous career fields during that time. The company also managed to grab the attention of people all over the world with this campaign and spread the positive message that young girls could always be whatever they wanted.

State Street Global Advisors

Finally, the last promotional campaign that managed to grab the attention of people all over the world and make them think was the statue of The Fearless Girl that was placed in front of the famous Wall Street Bull by the Wall Street company State Street Global Advisors. The statue of the girl is directly facing the bull, and it became a glaring symbol of the lack of gender diversity in the financial sector where it’s located. Aside from this symbolism, the statue itself was also a very carefully designed ad for the Gender Diversity Index SHE Fund, which was one of the firm’s own exchanges.

Ronn Torossian founded 5WPR. Ronn Torossian is also the author of “For Immediate Release.”

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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